by Jennifer Goddard Combs
A well-crafted pitch, whether it’s a press release, website, video, or presentation, tells a story. In a short space, it conveys ideas about your brand, what you’re offering, and why someone should spend a bit more time with you or your product.
The next big challenge is getting that story out in front of the people you want to reach – and activating them. The most successful strategies will combine traditional media, social media and, perhaps most importantly, relationships.
Traditional media includes what is known as “earned” media. While this landscape has changed significantly in recent years, it’s still some of the most valuable exposure you can get. No matter how much the news industry has shrunk, good stories, coupled with great products and services, will still get written about.
But how do you best tell that story?
Marketing experts can help draw out the kind of narrative that captures interests. They know what makes for a unique pitch. Do you have a compelling backstory? Did a personal experience lead you to see a gap in the market your product fills? Did a new client bring a challenge you not only expertly navigated, but provide you with insight you want to share with others?
Whatever your situation, a pro will know on what to focus, and how and where to say it.
One of the great things about platforms like Facebook, Twitter/X, LinkedIn, TikTok and others is the way it allows brands to directly speak to consumers and clients. But despite its easy accessibility, it isn’t easy to do it right. Some brands have learned that the hard way – see the flap around Burger King’s now infamous “women belong in the kitchen” post on what was then Twitter (now X). It pays to approach social media as thoughtfully as you would a press release or the “About Us” section of your website.
Done well, it can feel personal and intimate and complement your other efforts.
Another vital part of connecting your work with people involves relationships. This is where a publicist really proves their value. The best publicists take time to cultivate and develop relationships. They know editors, publishers, reporters, community leaders and other influencers, and they know how to get in front of them.
So much is said about short attention spans and the difficulties getting people’s attention in such a fragmented media-scape. But a compelling story, coupled with a product or service that will improve someone’s life, holds just as much power as it always has.
Getting the right public relations and marketing help will go a long way in getting that story told right, no matter in which media outlet or social platform you’re sharing it.
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