1. Set goals for your campaign
increase sales, attract advertisers, drive traffic to your site, build brand awareness
2. Develop unique selling proposition (USP)
about your company, its products and services; create key message points about the benefits to end users
3. Determine your target audiences
Internet industry, advertisers, consumers, Wall Street, etc.
4. Begin a publicity program
write a press release about significant company announcements (ie: new product launch, a strategic partnership, a new source of funding, advertising sponsorship, an experienced executive joining the company)
5. Select appropriate spokespersons for the media--yourself, your marketing manager, your technical expert
6. Create a target media list
business editor and Internet/technology reporter for local newspaper, advertising and interactive trade editors, business reporters, TV reporters covering cyberspace
7. Send release to reporters by E-mail or fax by 8 A.M. of the day you issue it
follow up with a phone call by late morning; talk to your messages points; you'll only have time to give the top line of the story
8. Follow what reporters are writing every day and know their interests
9. pot industry trends by checking online media and traditional print and broadcast coverage daily or several times a day
10. Build relationships with reporters
invite them to lunch; see them at industry events.
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