Monthly Archives: April 2011

By Jennifer Borba von Stauffenberg, president of Olive PR Solutions, Inc.

At Olive PR Solutions, Inc. we are asked all the time how we are able to secure such premium media coverage for our clients. The truth is that there are a lot of things that need to be considered when working towards building awareness of a company through media relations. There is not a cookie cutter approach to ensure the same outcome. We pride ourselves in finding the perfect mix for each of our clients.

Here are some key questions to consider:

1)      Is your product or service really ready and deserving of media coverage? Media coverage doesn’t improve your product; it illuminates the quality that already exists. At the end of the day, your product or service offering must speak for itself. At Olive PR Solutions, we only work with clients that are ready and providing something amazing the world deserves to know about. If you tell the media that your product will remove scars, it better really remove scars or you have just lost credibility and ours.

2)      Have you created your messaging? There is nothing worse than a media person calling and not knowing what to say. Have your seven-second elevator pitch ready at all times. Be sure to create press materials, so when the media calls, you have more information to provide, including a fact sheet, company bio, key executive bios, services/products one-sheet, high resolution photos (min. 300 dpi, 4×6”), and video. There is nothing more gut wrenching than a missed opportunity because you didn’t know what to say or a feature that doesn’t properly showcase your business because you weren’t able to convey the message to the reporter. Beware, they do copy and paste – you need to make sure everything you provide is original and quality!

3)      How do you determine whether to send a press release or a pitch? At Olive PR Solutions, Inc., we have a simple formula for this. Is it really news? If yes, create a press release and distribute it on the wire. This will support your search engine optimization. However, if it is more of a trend piece or a story idea, it should be in the form of a pitch letter. We also use a pitch letter for almost every press release. It helps the media to get your idea in addition to the facts – be creative!

4)      How do you know where to send the pitch? The only way to secure premium placement is to know where you are sending things. The best way is to start reading all the publications you are interested in securing coverage in. There is nothing more annoying to a reporter than receiving an irrelevant pitch. With the internet at our fingertips, there are no excuses anymore. Each time you write something, think about at least one key contact who you are writing to. It will help you to convey focus and authenticity in your message.

5)      How do you cut through the clutter to secure the BIG stuff like national daily TV and top tier magazines? It goes back to knowing the media you are pitching. Can you see your product or service on the pages of Glamour? If the answer is yes, then how? What does it look like? I once sat down for coffee and dessert with an anchor from Good Morning America and she gave me the most astounding tip:  Secure awesome local coverage if you want national coverage. Until that point, I always thought that you should go after the big stuff first and everything else would follow, but it turns out that national media does want to know if your regional media is covering your story. It makes them feel more confident because they know someone on their side has already done some research to prove you are legit.

6)      How do you establish a relationship with media contacts? It’s quite simple actually. You ensure that everything you do comes from a place of total authenticity and respect. Take time to understand their needs, be genuinely interested in what they are doing and reporting on, and reply to their needs as quickly as possible. Even if you don’t have everything they need at the end of the day. Shoot them over a message to let them know that you are working on it and provide them with a realistic timeframe in which you will be able to get back to them.

7)      Do you have the time to do it right? One of the biggest mistakes we see is people who think they can do it themselves while they still have full-time responsibilities in another area. Public Relations requires consistency and major persistence. If you aren’t following up with the media, you are likely missing some major opportunities. There is a reason for so many thriving public relations firms. It is an important practice and requires commitment and focus. If you are worried about the investment, don’t. If you select the right firm for your business, the return on your investment should pay for itself and then some.

For more information about becoming a client at Olive PR Solutions, Inc., please email me directly at jennifer@oliveprsolutions.com or call us at 619-955-5285.