Online business owners should build public relations (PR) into their marketing plans because it helps you reach a wider audience, for free, and is more trusted than advertising.

Press coverage can help increase credibility as an expert and thought leader, build a robust online presence, and pull in more traffic.

Benefits of doing your own PR:

1.    Credibility:

• Third-Party Endorsement: When a media outlet covers your business, it serves as a third-party endorsement of your products or services. This can significantly enhance your credibility in the eyes of potential customers.

• Expert Status: Regularly appearing in the media can position you as an expert in your field. This can increase your credibility and make customers more likely to trust your business. When people compare two options, they will likely choose the one who has been featured in the media because you’ll be more credible.

2.    Trust

• Transparency: PR allows businesses to communicate directly with their audience, promoting transparency. This can help to build trust and foster a strong relationship with customers.

• Crisis Management: In times of crisis, effective PR can help to manage the situation and mitigate damage to the business’s reputation. This can help to maintain the trust of customers and stakeholders.

3.    Visibility

• Brand Awareness:  By securing media coverage, you can significantly increase the visibility of your business, reach a larger audience and raise awareness of your brand, meaning new people come to your website or online offers.

• SEO Benefits: Online media coverage and backlinks from higher domain sites can improve your search engine ranking, making it easier for potential customers to find your business. 

What to Include in Your Visibility Strategy

The primary goal of your Visibility strategy should be to attract new people, build your email list, and nurture the relationship with your audience.

Ideally you will know exactly who your audience is so you can take this forward (if you don't, here's my free worksheet to help you figure them out). Here are some steps to think about when creating your strategy:

#1  Create a Relevant Lead Magnet

The lead magnet is crucial to grow your email database. It should be a free opt-in that aligns with your offer and ideally provides a valuable quick win and is small enough for them to action. When doing podcasts, mention this lead magnet and give them the easy to follow link so they can get something of value from you in return for their email address.

TOP TIP: Use this link instead of your website url in your bio when doing guest contributions.

#2 Map Out Your Topics

Identify what you can talk about as an expert on podcasts, in interviews or when presenting as a speaker. The content should add value or teach your audience something new, enticing them to want to work with you.

TOP TIP: research what’s already being said about your topic and talk about what’s not being said.

#3  Choose The Best Pitching Platform

Know what media your customers are reading, listening to and watching and focus on getting on or in those outlets. It’s a waste of your time to pitch outlets that your ideal clients are not consuming.

TOP TIP: Podcasts are a great platform for pitching your online offers, for example group coaching programmes or courses. They can be a good lead generator and can increase trust with your audience.

Common Mistakes To Avoid

Many service providers make mistakes when implementing their PR strategy. Here are four common pitfalls to avoid when implementing your media plan:

1.    You don't have a strong hook/ angle

Your pitch needs a hook to grab the attention of the audience. Without it, journalist won’t pick your pitch up. Look at headlines your target outlets use to find some inspiration.

2.    Impatience

PR is a long game. It takes time to see results. Some magazines for example, work 6-9 months in advance while others may only publish twice a year. Be patient and persistent in your efforts. This also means don't follow up within 24hrs of sending your pitch.

3.    Lack of Focus

Make sure to dedicate enough time each week to focus on your media outreach efforts. I recommend my clients schedule at least 30minutes in their diary each week to work on their visibility strategy and build relationships with their key targets.

4.    Wrong Contact

Research the outlet you want to target as well as the journalists writing about your topic properly. If you’re not getting a response back from any of your pitches, it may be that you’re not contacting the right person.

Adding PR to your marketing plan is like giving your online business a super boost. PR can make your business look like the go-to expert, help you shine online, and get more visitors to your website or social media pages. By sharing your knowledge, being honest with your audience, and getting your name out there in the media, you can make your business stand out. Just remember to be patient, stay focused, and make sure you're talking to the right people in the media.

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