We’ve all experienced that frustration; you’ve got a fantastic story to tell, but no media outlet wants to cover it.
If you’ve been scratching your head and wondering “why isn’t my PR working”, chances are you’re making few simple mistakes.
The good news is, if you can identify the issues and fix them, you’ll soon start getting cut-through and getting noticed.
Here are five of the most common reasons you’re PR isn’t working:
It’s not relevant to your target audience
We’re bombarded with information every day. The average person sees 100,000 words or 34GB of data every day. We’re experts at tuning out anything irrelevant. So whether it’s pitching to a journalist or tailoring content on your website, it has to speak to a need or interest of your audience.
Put yourself in their shoes. Get a notepad and jot down exactly who you’re aiming at - this will become an invaluable tool. Build up a full picture. How old are they, what car do they drive, married of single? Do they have children? Salary? What are their priorities and concerns in life? And, importantly, where do they get their news - online or buy a paper?
Get into their mindset, then spell out how you’re relevant and how you need to target them. Refocus your pitch so you’re answering a question or concern or solving a problem.
2. It’s focused on you rather than how you help people
This is one of the most common mistakes. Self-publicity can be a real turn off for journalists and potential audiences. Chances are the most interesting stories are in how you’ve helped people. People love positive news about brighter outcomes, so focus on that.
This content will also help you connect with more people because they’ll be interested in how you might also help them.
A great source is reviews and testimonials. What are people saying about you, your service or product? Stories involving triumph over adversity, succeeding against the odds, renewal, comedy grab people’s interest. Find examples in what you’ve done for others and make that the story.
3. Your ideas aren’t interesting enough
Remember being trapped at that party with that person who went on about something dull? Don’t be that person. You need to find something new, exciting, moving or engaging if you’re going to get media interest. Pitching boring stories is a good way to annoy journalist. If you need help with ideas buy my book 100 PR and Content Ideas for your Business now for £9.99.
4. You’re selling yourself short
Don’t underestimate how important confidence is. There’s no room for modesty when it comes to PR. The key questions you want to focus on is how is what you’re doing the best, why are the outcomes so fantastic, how have you been able to help so many people etc. If you don’t sound like you believe in yourself, no one else will.
5. Your story is great, but your pitch is wrong.
If you’re doing better things than your rivals, but they’re getting coverage, you might need to work on your pitch. Build up a relationship with journalists. Take them out for coffee.
Make your pitch short and snappy. Get to the best bit first! You’ve got 30 seconds to explain why what you’ve got to say is interesting to their audience. Rehearse your pitch before if needed.
That rapport makes the pitch so much easier and once in their contacts book, they might start coming to you for material.
Are you pitching to the right outlet for your story? There are hundreds of niche media outlets, find the most relevant.
It takes work to get all these five points right. Keep improving and refining and chances are it’s only a matter of time before you start seeing results.
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