11 PR Tips For Generating Buzz

1. Set goals and keep count
   
   Before you even start the PR journey, make sure you have goals like in any other aspect of your business. I would recommend having a "Press goals sheet" labeled from 1-to-however-many-features-on-your-company-you-want. Mine up on my wall is labeled 1-100 because I'm hoping to make appearances in 100 different media outlets in one year (shoot high). Then when I get some press (good, bad, or ugly), I cross off the number.
   
   
2. Be ready
   
   Being interviewed on TV, radio or being featured in a print publication or popular Blog can have a big effect. Are you ready to handle an increase in visibility? Will your website crash if too many visitors flood in? Do you have a new product or service that can be perfectly timed with your media appearance? The only thing worse than NOT getting press is getting press and not knowing how to leverage it.
   
   
3. Don't forget the little guy
   
   While most people are out there contacting the big media sources, don't forget new media (Blogs, podcasts, online TV). These sources often have a VERY passionate and extremely targeted following. Their audiences choose to view these sites actively because they are interested in the material - and that could lead to even more love for you.
   
   
4. Not newsworthy? You're boring!
   
   Don't just arbitrarily send out a press release every two weeks (or month, day, hour) or email news contacts randomly to "keep an eye on you", because people are too busy. Make sure you have something great to report. For example, someone sent me an email explaining that they just reached one million in sales in the down economy.
   
   
5. Be concise
   
   Ok, so it's pitch time. You have an interesting story to tell the world and here you go. You write a press release, shop it around to media, post it online, and you sit back, pause, and nothing happens. Yikes! First thing I would check is if you are concise. NEVER more than one page will be read. RARELY (in fact 80% of the time) will more than one paragraph will be read. Keep it short and buzz-worthy. I've already gouged my eye out today because of a three-page press release.
   
   
6. Get personal
   
   From experience, receiving a personal email is much better than a randomly mass emailed press release. However, interesting press releases that jump off the page DO get read. Search out news sources online, as email addresses of editors are listed 9 out of 10 times. Send a personal email.
   
   
7. Proofread
   
   Yes, it is cliche. No, it isn't a blog where you might get away with grammar murder. When pitching, proofread. It helps. Trust me.
   
   
8. Be buzz-worthy
   
   Tie into hot news stories and you will have a better chance of swimming to the top of the media pile. Is your company beating the recession? Are you "the little guy" taking on "the man"?
   
   
9. Stay on it
   
   Contacting and following-up with media can be a little bit excruciating but STAY ON IT. If someone says they are going to interview you, fantastic. However, people also forget, so make sure to follow-up (without being annoying).
   
   
10. "As seen on ..."
    
    Leverage press that you DO get. Have an "As seen on / in..." page or "In the news / media" on your website. Link to articles and videos. Show the world that you ARE out there. Press leads to more press.
    
    
11. Give love to get love
    
    Get out there and support the TV shows, Blogs, radio shows, etc. that you hope to form a relationship with. They don't call it Public RELATIONS for nothing. You are forming relationships with people and businesses. Leave them some love on their blog, Facebook, etc. and good things will happen. Or at least you will be one up in the karma game!
    
    

Now get out there and get some press! The more people are talking about you, the more people will buy from you.

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