Small brand marketers are always strapped for cash, but they sometimes don't consider the fact that public relations, or PR, is "free" and can often be more effective than paid advertising in generating brand awareness.
PR has advanced beyond the basic press release, however. These days, reporters and bloggers are looking for stories that are finely tuned and targeted to their specific audiences. They will cover a small brand, but only in the context of an appealing story idea.
So what appeals to the media these days? See if you can come up with a compelling angle, such as:
1. Human interest: How does your brand help people? Can you feature any customers who have used your brand to accomplish something great or improve their lives? The media loves interesting, inspiring stories.
2. Entrepreneurialism and the economy: Did you start a company and create a brand because you lost your job? Is your business woman-owned? Are you a Boomer trying to start a new career? The media loves stories about people who have succeeded against all odds.
3. Brand relevancy: Can you tie your brand and what it does to a current event or timely topic? For example, could you relate your brand to hot weather, drought, or forest fires in some way? The media loves stories that put a novel spin on what's happening in the world.
It isn't enough to announce a new product or service. Sell the media on something special, unique, dramatic, compelling, or timely about your brand. It could result in a great story about your brand -- one that generates publicity and interest at no cost to you.
For more branding insights, check out the eGuide, Branding 123!