Press–Online and Offline
There is no denying that good press and public relations is more valuable than any marketing or advertising ever created.
People find an independent third party more credible when reviewing or recommending a product or service.
In an age where there is a general distrust of advertising, a good online Public Relations campaign can really start to spread the word like wildfire.
Advertising can then maintain the brand name or product, but names like Starbucks and Coca Cola were originally built with Public Relations first. How much advertising did Google spend to become Google? Next to nothing. In fact, they even had the investment money to do a big “branding campaign” with a major agency and never could really get everything together for various reasons. Did it make a difference? Nope.
Publicity people are always in a kerfluffle because too many times they are called only after a major pr problem or crisis occurs, and advertising people are usually called first to get the word out and bring in sales leads. You need both and PR shouldn’t be given short shrift. In fact, the smaller the resources the more vital Public Relations becomes, because that is the cheapest source of getting the word out you will ever get.
Why does Donald Trump keep a whole suite of floors available, unused above his offices, just for the media? He knows that for an hour or two of his time, he can get millions of dollars worth of advertising.
So how do you go about getting online and offline press? At Yada Yada, we concentrate on the online aspect of things, since there are so many old school PR agencies with tons of connections. We work with many PR agencies and handle all the online aspects of a Public Relations campaign however, so we can complement the Public Relations program that any company has running.
If you are a smaller company and you are trying to get some press, the first thing you have to do is take a look at reputation management for whoever is the owner of the company, and if you have a little bigger company the names of the key executives. Go and search Google and the other search engines for your own name and see what comes up.
This is what reporters are going to do when they get your press release. If they search, and find no other interviews you’ve done, nothing else about you that shows you are important, that release goes right into the circular file. If they search your name and find lots of articles on other websites besides your own, see you being quoted in “important” websites for your industry, you have passed the first hurdle in getting press. That is where we come in. We can help you get through this very important first step and then hook you up with the right people who can take you further, or at least give you the right books to read if you are on a small budget.