I'm working on releasing a new feature to my sites thats going to generate alot of buzz and I want to capitalize on the feature before competitors come around so I'm thinking about working with a PR firm in my area. The site is locally based so I'm just going to target a specific geographic area. Anyone have any thoughts to share on working with a PR firm on press releases to local media outlets, cable advertising, local print ads, etc? thanks, Jim
I've worked with a pr agency for two years now. I've had campaigns that have flopped with zero pick up and I had one campaign that got me on CNN.com, MSNBC.com, NBC, ABC and even the BBC, among over 100 others. My favorite was an appearance on the Daily Show with Jon Stewart. All from one press release which cost the same as the flops. It worked because we just kept trying. So, I'd suggest using an agency if you can afford to. I found it very worthwhile. However, local press is easy. You can probably hand deliver an article to your local papers, radio and tv stations and get about 30% of them to pick you up as long as you have a newsworthy topic. The trick to local press is to present yourself and then your product. Most media outlets do their best to support local business and a personal meeting simply gives them more reason to support you. - JD http://www.BlogAboutRetail.com A Blog About Online Retail Sales.
Another tactic to get into local press is to do something charitable for the community. For example, an event where the proceeds/benefits go to a charity. The size of the area will dictate what size event you may have to do. For example, if you lived in LA, you would normally need something sizable or to do it during slow times. Whereas if you lived in a small city, you could get by with much less.