PUBLICITY

Developing a Multimedia Publicity Plan

Your prospects’ and customers' sources of news and information have expanded, so, to gain the leads you’re after, you need to be where they are. That means broadening your strategies for delivering your marketing message via traditional and new media. The first step in creating a successful publicity strategy is answering two questions:

• Which media outlets are my customers following?
• What’s the delivery method preferred by the journalists I need to contact?

Once you know what your customers are reading, listening to and watching, you can develop a publicity plan and create press releases that are appropriate for your targets. And don’t stress if the right media for you are local or trade publications rather than national magazines or broadcasts. Remember, no matter how big the media outlet, size doesn’t matter if it doesn’t reach your target audience.

“You really need to focus on getting exposure where it will be seen by your customers and your prospects,” says Sandra Beckwith, author of Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement. “Putting energy into getting high-profile exposure that is never going to be seen by your customer is a waste of time.”

Even in this age of blogging and tweeting, the press release remains the foundation of any good publicity strategy, Beckwith says. However, depending on the media you’re targeting, you may need to give a technological facelift to the traditional print-only press release format. Components of a 21st century press release may include links to:

• Your company’s website
• The product page dedicated to the new product release you’re announcing
• Websites where that product is available for sale
• Product reviews

“This is where a new format for the social media release comes in handy. It differs from a traditional press release in that it uses bullet points for key facts and then includes links for more information,” Beckwith says. “Make sure you help that person do their job by doing their research for them ahead of time.”

To the latter point, public relations agency Shift Communications notes that the social media release carries similar information to a standard release, but offers a different, more flexible level of content. For example, contact information should include numbers and email addresses, but you also want to include Skype and blog contacts. As opposed to an opening paragraph, present quick bullet points that offer an executive summary. If possible, include a photo or graphic, MP3 file and/or video. Give readers pre-approved quotes from you or your managers, customers and partners, as well as links to relevant coverage. Include RSS and other relevant tags.

You’ll also need to maintain an up-to-date press room on your company’s website. Beckwith recommends including the following resources within your online press room:

• All your company’s press releases. Post these to the website as soon as they’re sent out.
• Background information, including the company history and bios of key players at the company.
• Your logo in a variety of sizes and resolutions.
• High- and low-resolution photos, including headshots of key players and images of facilities, new products, or other aspects of your business.
• A link to your corporate blog, if you have one.

Finally, don’t forget to cultivate relationships with your most important contacts. Provide them with information they need to do their jobs, because these are the media contacts who, as Beckwith says, “can do the most to help you move your business forward.”