PR and marketing power doesn’t have to cost you a fortune, but it does cost you some time and effort. There are no magic wands to wave over your head or chants to the PR and Media gods. Just focus, clarity, intention and strategy – and understanding the ins and outs of what you’re doing and being able to change on a dime. You know of course, that you can’t quit three feet from gold, but you don’t want to waste your time where your target market isn’t hanging out either, or quite possibly, never intends to go.
Here’s a graphic I love to use as an example of marketing and the four types of media to get PR Power on a budget, compliments of Gini Dietrich of Spinsucks.com.
Personally, I tend to focus on earned, owned and shared media. Writing, free publicity, speaking and a host of other tactics fall into these categories. But, I recommend without hesitation, paid media, including social media advertising (particularly Facebook for niche audiences) as well as super targeted industry publications which have worked out tremendously well for some of my clients. Sometimes you have to pay to play, but it’s not always 100% spot on, and there is some trial and error you’ll have to endure. That’s where knowing your target audience and the many places they hang out is important.
Getting noticed in all four media clovers, scheduled and ongoing, builds your reputation and credibility, which eventually leads to sales.