I get asked this question A LOT, especially from stealth and early-stage founders: how can I do PR without blowing my marketing budget?
Believe it or not, getting free PR is easier than you think - and you don't need a flashy PR firm to achieve it. Don't get me wrong - there will come a time when you SHOULD invest in strategic PR. But frugal founders can do a lot on an ongoing basis, and with just their expertise and a shoestring budget.
It's a fresh new year, try one of these tricks and see what happens.
✨ Be your own publicist. You spend a lot of time on LI. Use a fraction of that time to reach out and connect with journalists and editors covering your space. If you're a company CEO or founder, odds are you've got a unique POV, and journalists and editors, like all humans, appreciate genuine and interesting relationships. And let's face it, journalists and editors would rather talk to you than your PR person anyway!
✨ You also read a lot of news. When you're reading an interesting story that's related to your area of expertise, take a few minutes to jot down your take on the issue/challenge/theme. Share your thoughts on LI and keep a file. Pretty soon you'll end up with your own quote library that will come in handy if a PR opp arises. At the very least you'll benefit from establishing a unique and trusted POV across your audiences (ahem - brand building!). If you're really ambitious, sign up for HARO (Help A Reporter Out) alerts for your industry. It's fast and FREE. HARO sends *real* media opportunities to your inbox and when the mood or opportunity strikes you can send your comments directly to journalists.
✨ Start a list of topics and themes you can speak to. Not only will your marketing team thank you (hello blog and demand gen content!), but you'll also spark your creativity and generate more thoughts and insights that you can share across you/your company's social channels or other community channels.
✨ Pursue speaking opportunities. Many speaking opps are free to submit to. Having the opportunity to present at an industry conference gives you a platform. It puts you in front of your target audiences, potential buyers, and journalists or analysts who might sit in on your talk.
✨ Get involved with your member communities. Many associations come with fees, but it's well worth the investment. Actively participating with member associations offers opportunity to engage with peers, potential buyers and even industry influencers. Offer to do webinars or podcasts or even contribute content like articles for member newsletters etc.
PR is one of those things where you get what you give... and a little time and consistency goes a long way. Get out there!
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