Media Exposure for Your Social Enterprise: 5 PR Tips
Do you have some news that you want to share with the world but have a small or non-existent budget for public relations? Well, look no further. Here are 5 tips for getting exposure:
1. The Plan
Set clear tangible objectives for your campaign and then design a plan to achieve these. Ensure you answer the following questions: What do you hope to achieve with this exposure? What coverage do you plan to receive? Make your plan specific and detailed.
Take your objectives and creatively brainstorm with your team how you are going to meet these objectives.
Work out a timeline for this campaign? Break it down day by day.
2. Workshop Your Story
This is the fun part. Take some time to brainstorm with your team what story you want to share. Get creative. What message do you want to send?
Make sure your story has a news angle that will catch your audience’s attention. Why should your audience care?
Rewrite and then rewrite again.
3. Target Audience/Publications
It’s crucial to be clear on who your target audience is. Be specific! How old are they? What is their profession? What are their values?
Identify the media platforms your target customers frequently use, and which platforms have published stories about your organisation or similar in the past. This will give you a clear idea of which publications you need to target to reach your audience.
4. Writing a Press Release
Write a single page press release.
Remember many journalists are time poor and under tight deadlines – so your headline and top couple of lines should be a newsworthy catchy summary of why anyone should care.
Include your contact details at the bottom.
5. Time to Share
There are a number of ways to tackle the distribution of your press release. You can send it out to a large group of contacts via email or take a more targeted approach.
If you have contacts at your target publications reach out to them first and pitch the story.
Make sure a person from your organisation is available to pick up the phone and field questions from journalists at any hour of the day.
Press Worthy Media is offering a free 30-minute consultation for Social Change Central members. Speak to their Director Jessica Rowe about your business challenges and gain insights on how you can deliver highly effective PR campaigns. To arrange a time contact Jessica at firstname.lastname@example.org or on +61(0) 4-52304848.
Jessica Rowe is a story-teller and a media entrepreneur, with more than 12 years’ experience working in global broadcast journalism across the Asia-Pacific. She is the director of ‘Press Worthy Media’ – a communications and public relations agency for social enterprises and purpose-driven businesses. You can also see her reporting on the Australian network SBS World News. Jessica is passionate about the power of youth in action, and is part of the Global Shapers Community – a network of young people driving dialogue, action and change.