Effective Ways to Overcome Small Business PR Problems
Once you’ve decided to go ALL IN with DIY PR, it’s hard to imagine any roadblocks along the way. You’ve got your pitch ready and a list of media contacts waiting. What could go wrong?
While I applaud you on your valiant start, summoning the right amount of motivation is always a challenge, I do want you to be prepared for the long haul. Do you remember when you first got your driver’s license? You were probably eager to hit the highway right away.
It probably wasn’t until the first time you were pulled over for speeding or got lost going out of town that you realized the driver’s test was just the start of challenges in your journey as a driver.
After working with countless small businesses, I’ve noticed a few common problems they face after starting small business PR. So, before you start the engine on your PR strategy, keep these in mind so you can avoid these rookie mistakes.
The media isn’t responding to your PR pitch
This is probably one of the most common and frustrating problems.
You have sent out pitches and done your follow-ups, but you still aren’t getting responses. At the end of the day, PR is mostly about timing. You need to reach out to a reporter when they are working on a story that is a fit for your brand or you need to reach out to an outlet when they have space to cover you.
If you keep pitching new story ideas regularly, you’re more likely to get placements because you will be on their radar when they need something. And the best way to keep up with staying on their radar is to innovate your pitch.
Your pitch sounds too promotional for PR
Although your PR strategy should lead to more sales, keep in mind that is not the media’s objective. Writers and reporters are looking for a good story that will benefit their readers.
When you’re pitching the media for earned placements you need to learn how to offer information about your business in a way that feels approachable. Nobody wants to open up a magazine or newspaper to read a sales pitch.
They might, however, be interested in reading about the more human aspects of your business and how your products can make their lives easier. In the marketing world, there’s a shift to a more inbound approach that draws in customers by producing quality content that delights them.
Because we live in a world bursting with media, you have to find ways to deliver your pitch in a way that truly engages people without putting them off. Give them a reason to listen to your story aside from buying your product or service.
The media feels your small business is being too pushy
One thing I really respect about small business owners is the amount of hard work and dedication they’ve put into their business. Because you’re so ingrained in your business, it can feel really personal when the media rejects your pitch.
Your business is your baby and you want to see it shine! Instead of behaving like an overly-eager stage mom, keep calm and cool. Even if your media contact rejects your first pitch idea, they’ll respect your professional demeanor.
This is why I often suggest small businesses hire a PR firm once they can afford it. Having a “middle man” to handle the emotions that come along with the pitching process can be useful.
But while you practice DIY PR, be sure not to say anything you might regret later. Maintaining good relationships with your media contacts is key to keeping the windows of opportunity open.