Is Your Brand Ready for the Media Spotlight?
PR Keys to Prepping Your Brand for Stardom
Everyone wants a feature in Forbes. Or USA Today, or Cosmopolitan, or whatever your dream media outlet is. Whether you’re a hair salon, a tech company, a nonprofit, or a boutique, press hits are an important part of driving business and increasing brand awareness. As a PR expert, I’ve helped companies on all ends of the spectrum gain media exposure: from international medical corporations to local salons, musicians, and even a painter.
The good news is that there’s no type of business that can’t get press. Assuming you have a quality product or provide a great service, of course! No matter who you are and what you do, with a smart strategy, getting media hits is totally do-able. But I’ll give you a little insider tip: as a small business owner, you need a pre-strategy in addition to your strategy.
Wondering what the heck I mean? Before you spend time focusing on your media pitch or writing that press release, it’s crucial to do a quick branding audit. When I take on clients for my PR firm, I have to be choosy, because media placements are never a guarantee. Reporters take a lot of factors into consideration — like your level of expertise, your brand’s reputation, and the first impressions they get when they visit your website or social media accounts certainly matters.
If that gives you stomach pains and you just thought “oh, crap,” don’t worry! Here’s what you need to do to prepare your brand for success before you even think of hiring a PR agency or going after media coverage.
Here are the 3 things you need to perfect before you pitch your story to the media:
1. Bio
Make sure that your website bio is on point! Nail down your mission statement (what do you do and why do you do it), clearly showcase your value, and hone in on what you have to offer. Explain what you do in a basic way: no jargon or “inside baseball” language. You want outsiders to be able to understand what you do within one to two sentences.
2. Imagery
If you’re still using low res images on your digital platforms, stop now! It’s better to use no photo at all than to use a bad one. Using original content is always best, but if you need to use stock photos, try to avoid super staged ones. Cheesy stock photos don’t build your brand — so I always suggest that brands pay for their own photography and use it whenever possible.
This doesn’t have to be a huge expense - with proper planning and some research, you can find affordable photographers to get the job done. And if you have a product or service that would be appealing to a photographer, consider asking for a trade! (Bonus points if your photography includes a range of people of diverse ages, races, genders, and abilities.) If you simply can’t afford professional images yet or you need to supplement your imagery, check out Unsplash for beautiful free photography.
3. Social Media & Branding
Claim your social accounts using the same username. Even if you don’t post on all of them all of the time (who can keep up?) ensure that the first impression is consistent across the board. Your bio, profile photos and contact information should all be the same so that it’s clear these are your official accounts and it’s easy to get in touch or learn more.
Wondering which account(s) to maintain regularly? If you have a lot of great photos, focus on Instagram. If your target audience is 30+, Facebook might be your best bet. If you’re a thought leader or a writer, Twitter may be your ideal space. There are tons of social media platforms, but you don’t need to do them all. You just need to do the ones you choose to do well.
That means posting regularly, posting relevant content, and making sure your channels represent the quality of your brand. First impressions matter. When it comes to content, let this free real estate be a chance to establish yourself as a thought leader and an expert!
Imagine if you’re trying to land a Forbes interview, and the writer visits your Twitter account and finds nothing but pictures of your lunch and your thoughts on the latest reality TV show. Now imagine if they visit your Twitter profile and they find a slew of great tweets giving sales and growth advice for entrepreneurs! It leaves a different impression, doesn’t it?
Don’t work against yourself. Make it easy for the journalist to see that you are clearly the right person for the interview.
If any of these items seem like something your brand needs to work on, don’t worry! With a little focus, some dedicated time, and a smart strategy, you can be press-ready in no time. If you follow these tips, you’ll be on your way to telling the right story about your brand — before you or a publicist starts pitching your brand to the media.
