I recently wrote about digital content creator Ballywire Media and the work they were doing in creating and distributing coverage of events on behalf of clients like O2 and Toyota Ireland.
The idea being that these organisations maximise the coverage of the events they sponsor by creating their own content in addition to the coverage gained through traditional outlets.
So how can small businesses do the same?
Let’s assume for a minute that you’re holding a launch of a new product. Good PR practice would include press releases and invitations to the local press (and their photographers in particular) to attend. In addition, you might also post your press release on your website or even use a distribution service to both generate links and, if you’re lucky, possibly even national coverage.
Unfortunately, there’s not a lot you can do to ensure that the local papers turn up or that regional and national publications take interest.
To get the most from your launch event you should consider taking things into your own hands:
- Think like the media – and like your customers. An event that’s all about you is not really a story. When planning the event – and the coverage – think about what the viewer/reader/listener might be interested in. How will your new product help customers? Can you include an eye-catching demonstration? What about testimonials or interviews with customers or industry experts?
- Arrange your own photographer. You should always book your own photographer to cover the event (it doesn’t have to be expensive) or at least ensure someone brings a decent digital camera. In addition, both video and audio coverage are important sources of easily distributed content.
- Do some post event PR. There’s no reason to ignore traditional media outlets (they still have an audience) so make sure to send out a press release post event and include the fact that you have photos, video and/or audio to go with the story.Some media are hesitant to use outside images but for those that do use them, images can make the difference between coverage and no coverage or eye-catching visual coverage or uninteresting text only coverage. Make sure to include websites, bloggers and radio in your target list.
- Promote it yourself. Post your video to YouTube, add it to your own site or blog, upload it to your social networking profiles and include links in your email signature. Interesting content can be used to help educate and inform your existing and potential customers so promote it wherever you can.
The key is to create content that is interesting in itself and not simply a long-winded advertisement for your business. And, once you have good content there are plenty of ways to get it distributed without having to rely on the whims of traditional media outlets.
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