For small businesses and startups, finding cost effective marketing tools and resources can be a challenge. For some businesses, there’s not enough dollars for promoted posts on social, an influencer partnership or ads on Google. Marketing budgets are tight or nonexistent, leaving founders to seek solutions that will require minimal spend but provide great impact.
However, media relations has been seen as a tactic for brands and companies to implement that will allow them to get in front of their consumers through a trusted third party source. Companies tend to look at those features and article mentions as "free promotion," but without the budget to hire a publicist or PR agency, some brands may feel at a standstill on how to reach editors or writers to cover their company.
Below are three absolutely free resources - that if used properly can help you connect with media at top-tier outlets that can ultimately lead to securing coverage.
1. Google Alerts - This free tool is essential in helping you monitor the web for content. Based on key words you've identified, Google will send an email digest containing links to online news articles that mention or include those terms. For example, if you're the founder of a budding vodka brand but want to learn who's writing about competitors (e.g. CIROC, Tito's) or the vodka category in general. From there, by scanning and reading these articles you can best determine who should be shipped your product or the announcement on the launch of your brand.
2. Twitter - Considered the best social platform to receive breaking news, Twitter is also useful for following journalists to understand their coverage and interests. Many writers tweet their most recent articles, requests for sources (e.g. comments or certain businesses they're profiling) or if they're contributing for a new outlet (many journalists will announce their departure from one outlet to another as well). You can also get an inside look at what they do in their spare time from travel, food and events. So if you're planning a holiday mailer, using Twitter will allow you to better personalize each mailer based on what writers are tweeting about outside of their recent articles.
3. HARO - Otherwise known as Help a Reporter Out, this tool emails queries from media seeking sources (e.g. brands/companies) or expert commentary on topics ranging from business to parenting. While there's various subscriptions, the free option allows businesses to receive three emails per day (morning, afternoon and evening). with specific requests from media. Queries from media include details on what to share when sending a pitch their way (e.g. number of images, hyperlink). Be sure to pay attention to the deadline as you don't want to miss the opportunity to be covered.
Using these three free resources will be a start in helping you reach the appropriate media to gain visibility around your brand. Look out for next month’s post where I dive into crafting the perfect pitch.
