Hype Yourself

1. Develop a Strategic PR Plan to Guide Your Self-Promotion Efforts

"PR is more than just telling your story to journalists. It is anything you do that is in the public eye and, I believe, is the best free tool that should be part of your marketing mix."

Define your objectives. Start by outlining clear business and communication objectives that align with your overall goals. This will help you focus your PR efforts and measure success.

Identify your target audience. Understand who you're trying to reach and where they consume media. Create detailed personas to guide your outreach strategies.

Create a communications calendar. Plan key moments, events, and content throughout the year to maintain consistent visibility:

• Business milestones and launches
• Relevant industry events and awareness days
• Seasonal opportunities
• Planned content and campaigns

2. Create a Comprehensive Media Toolkit for Effective Outreach

"Having now completed the first chapters, I hope you now have a well-thought-through blueprint with clearer directions for where your business is heading."

Develop key messaging. Craft a concise one-liner that explains your business, along with a more detailed boilerplate description. Ensure these are consistent across all platforms and materials.

Prepare visual assets. Invest in high-quality, professional photography:

• Headshots and action shots of key personnel
• Product images (including white background options for media use)
• Lifestyle imagery that captures your brand essence

Create supporting documents. Prepare materials that journalists and media outlets can easily access:

• Founder/executive biographies
• Fact sheets and FAQs
• Case studies and testimonials
• Background information on your industry or niche

3. Build Relationships with Journalists and Media Outlets

"The best publicists I have worked with aren't the ones with contacts, they are the ones who are passionate about telling the story and taking the time to craft it right rather than rushing it."

Research relevant media contacts. Create a targeted list of journalists, bloggers, and outlets that cover your industry or relevant topics. Use tools like social media, media databases, and industry publications to identify key contacts.

Engage authentically. Build relationships before you need them:

• Follow and interact with journalists on social media
• Comment on their articles and share their work
• Offer genuine expertise or insights without expecting immediate coverage

Tailor your pitches. When reaching out, demonstrate that you understand the journalist's beat and audience. Provide value and relevance, not just self-promotion.

4. Master the Art of Writing Compelling Press Releases

"To be clear, a press release should be a one- or two-page document that shares your business's breaking news."

Focus on newsworthiness. Ensure your press release answers the key questions: Who? What? When? Where? Why? How? Lead with the most important information.

Structure for readability:

• Attention-grabbing headline
• Concise opening paragraph with key details
• Supporting information in subsequent paragraphs
• Relevant quotes from key stakeholders
• Boilerplate company information

Avoid common pitfalls. Don't treat press releases as advertisements. Focus on facts and newsworthy angles, not promotional language. Include contact information for media follow-ups.

5. Leverage Guest Posts and Thought Leadership to Establish Expertise

"Guest posting is: An ace way to grow your new business leads; Content that lives longer than an advertisement; A free and repeatable system – once you have nailed how to do this you have endless opportunities to get your brand out there."

Identify suitable platforms. Research publications, blogs, and industry websites that accept guest contributions. Look for opportunities that align with your expertise and target audience.

Develop a list of topics. Brainstorm ideas that showcase your knowledge and provide value to readers. Focus on:

• Solving common industry problems
• Sharing unique insights or perspectives
• Analyzing trends and future predictions
• Offering practical advice and tips

Craft compelling pitches. When approaching editors:

• Demonstrate familiarity with their publication
• Clearly explain your proposed topic and its relevance to their audience
• Highlight your credentials and expertise
• Provide writing samples or links to previous work

6. Harness the Power of Visual Storytelling through Photos and Videos

"Every single publication has a picture editor and is looking for news stories in pictures on a daily basis."

Invest in quality visuals. Consider working with professional photographers or videographers to create compelling imagery that tells your brand story.

Plan visual stories. Think beyond product shots:

• Behind-the-scenes glimpses of your business
• Demonstrations of your product or service in action
• Visual representations of data or research findings
• Compelling before-and-after imagery

Optimize for different platforms. Create a variety of visual assets:

• High-resolution images for print media
• Short video clips for social media and online news
• Infographics to simplify complex information
• B-roll footage for broadcast media use

7. Utilize Influencer Partnerships to Expand Your Reach

"When you work with the right influencer, you gain access to their friends, fans and audience who in theory should also be your target audience, and this endorsement automatically catapults your brand from an unknown entity into something positive and desirable."

Identify relevant influencers. Look for individuals who align with your brand values and have an engaged audience that matches your target demographic. Consider micro-influencers with smaller, but highly engaged followings.

Build authentic relationships. Approach influencer partnerships as collaborations, not transactions:

• Engage with their content genuinely before reaching out
• Offer value beyond monetary compensation (exclusive access, unique experiences)
• Allow creative freedom to maintain authenticity

Measure results. Track key metrics to assess the impact of influencer partnerships:

• Engagement rates on sponsored content
• Website traffic and conversions attributed to influencer links
• Growth in social media followers or email subscribers
• Sales or leads generated from influencer promotions

8. Craft Newsworthy Research Stories to Gain Media Attention

"When trying to create a PR newshook, you are continually asking yourself who cares? Who cares? Who cares? And if you can't find something to talk about then creating a research angle can be a great way to get press interest."

Identify compelling research angles. Look for topics that are:

• Timely and relevant to current trends
• Surprising or counterintuitive
• Addressing common pain points or curiosities

Partner with reputable research firms. Consider working with established research companies to lend credibility to your findings and ensure methodological rigor.

Present findings effectively. Make your research easily digestible for media:

• Create eye-catching infographics
• Prepare a press release with key highlights
• Offer expert commentary to contextualize the data
• Provide case studies or real-world examples to bring statistics to life

9. Explore Opportunities in Broadcast Media (TV and Radio)

"Due to the nature of the TV format there are multiple ways that everyday people can secure exposure on broadcast channels and you don't need to be a famous CEO of a global entity to have your business featured."

Identify relevant segments. Research shows and segments that align with your expertise or business offerings:

• Expert commentary slots
• Product demonstration opportunities
• Human interest stories
• Local business features

Prepare for broadcast appearances:

• Develop concise, memorable talking points
• Practice delivering your message clearly and confidently
• Prepare visually appealing props or demonstrations if relevant
• Familiarize yourself with the show's format and audience

Build relationships with producers. Cultivate ongoing connections with broadcast media:

• Offer yourself as a reliable expert for relevant topics
• Respond promptly to media requests
• Provide value beyond self-promotion (e.g., suggesting other guests or story ideas)

10. Implement Creative PR Tactics to Stand Out from the Crowd

"Brain farts are what I call the creative ideas that can pop into your head. They are not necessarily the obvious tactics but can be fantastic ways to create cut-through in a cluttered media landscape where everyone is fighting for spaces to hype themselves."

Embrace newsjacking. Capitalize on trending news stories or cultural moments by offering a relevant perspective or creative tie-in to your brand.

Create unique experiences. Develop immersive events or pop-ups that generate buzz and provide shareable moments for attendees and media.

Leverage data creatively. Find unexpected ways to present information:

• Conduct quirky surveys or studies
• Visualize data in surprising or artistic ways
• Use predictive analytics to make attention-grabbing forecasts

Collaborate unexpectedly. Partner with brands or individuals outside your industry to create newsworthy initiatives or products that capture media attention.

Last updated: July 31, 2024