Make the Buzz Newsworthy
How much do you know about generating newsworthy buzz?
Today’s public relations efforts must be both swift and compelling. How else
will they stand out in the crowd of rapidly rotating news messages that have exceedingly
short shelf lives (much like the bees that we used to associate the notion of buzz
with)?
Let’s face it, the competition has gotten stiff.
Stiffer for social media where visuals are convenient to share (re-post). These
easy to absorb graphics and sound byte taglines (ex: For everyone who wants to
be happy….) literally take only a second to send to your followers and they to
theirs. So, your effort has got to be
smart. There is little room for complicated messages and even less for wordy,
not-to-the-point news.
Here are a few examples that illustrate this:
Pinterest became the ‘hot spot’ for clothing retailer J.Crew. The next season’s collection
appeared exclusively on its Pinterest page before they appeared on the company’s
website and in their catalog. This produced a ‘sneak preview” that appealed to
more than 50,000 followers. By the way, those followers included fashion
bloggers.
Announcements about music award video
nominees has found a home on Instagram, piquing the curiosity of those most
likely to respond by reposting not only on Instragram but also on Twitter and
Facebook.
Response Ready?
While it’s critical to know where your
audience is and how to give them something worth engaging with, you’ve also got
to be ready for the responses. Got enough product? Can you deliver as promised
in a timely fashion? Are you actively seeking feedback and reviews that could
further bolster your message?
And, don’t forget the media! Give them
exclusive options BEFORE your news goes public. Let them help you spread the
word. To do that, know which media platforms are best suited to what you offer.
Cultivate conversations so that there already is a relationship. Yes, this
takes time, but remember the media, just like followers, don’t want a steady
pitch stream. These influencers know when they are being sold to and they know
when they come across news that will interest their readers and viewers.
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