Leverage Technology to Make PR Efficient (and Affordable)
I’d seen Michelle work her magic, so it was clear from the beginning the role she’d play in realizing our commitment to change the world with PR. But my role wasn’t so clear.
What would I bring to the party, other than my obvious good looks? 🙂
We decided I’d be CEO. I’d speak to incredible luminaries doing good in the world to see if a partnership could further their reach. It was perfect! I’d use my intuition and business experience to help amazing humans evaluate their overall marketing plan and commitments to sort out if PR was the right next step.
It wasn’t until one day when Michelle almost lost an opportunity with the Wall Street Journal for one of our clients that another part of my life’s journey came into play: my dot-com background.
I’d worked for a dot-com back when the internet was still emerging as a cultural force, and I was still intrigued by how technology and the internet would transform the way we do business. That day, Michelle came to me and said, “What am I going to do? If I don’t deliver [the WSJ journalist] this photo successfully, we’ll lose this national placement. It goes to print in the morning. I need a solution, now!”
This was long before Dropbox or other file sharing solutions.
“No problem,” I told her. “You already have the technology:upload it online, then send her a link.“ In that moment, I knew the writing was on the wall; the demands of an always-on, fast-paced media would only increase as the internet grew. After our technology sealed the deal with The Wall Street Journal, Michelle said, “Every person doing PR needs this, Drew. This is the future.”
And it’s even more true today. That was that day we created OnlinePressKit247.com.
Since then we’ve been on the cutting edge of using technology to make PR affordable for our clients. Even if you’re doing DIY PR, we understand the importance of affordability in both your money and time investment.
Use Technology to Be More Effective
Whether you’re dealing with Good Morning America, Dr. Phil, Oprah, or your hometown newspaper, if you want them to interview you, you need to be prepared and organized!
You must anticipate what press materials they will ask for before they ask.
Why? Because the media is – and always will be – busy!
From the smallest to the largest outlets, the media is bombarded daily with experts, authors, and business owners clamoring for attention.
What will set you apart and make you WAY more effective?
Put yourself in their shoes; they’re human beings looking for ways to make their jobs and lives easier. When you think like a journalist, it’s clear why you’d want an online press kit. Everything they need is strategically organized. There’s no need to go back and forth with an expert and wait to complete an article.
Use Technology to Automate your PR (and Make Your Life Easier)
Being prepared can be the difference getting interviewed by Dr. Oz or sitting on your couch, frustrated, watching him talk to someone else.
You’re sure if it had just been you in that chair, his audience’s lives would never be the same.
A powerful online press kit allows you to systematize your PR and create a process that fits into your life and business.
A properly written online press kit gives the media everything they may need. Since it’s organized with them in mind, it makes their job easier.
Truthfully, it makes your life easier, too. It helps you stand out from the disorganized crowd.
The media will invariably call you when you are in a two-hour meeting, stuck in traffic, or about the leave the office for the day. The media doesn’t work a 9-5 job; they are always on, and everything is always urgent. It seemed like Oprah’s producers would always call Michelle on Fridays after she had left the office.
Which expert do you think they will use? The one that provides their online press kit URL immediately, or the one that says they will get their materials to them when they get back to the office in 2-3 hours?
Technology not only makes your life easier, it puts your best foot forward.
You’re the expert. But that doesn’t matter if you don’t present yourself as one. Journalists won’t work with sources they don’t think are at the top of their game, no matter what they have to offer.
Would you wear flip-flops and cut-off shorts to an interview? Of course not.
An online press kit shows the media that you’re their go-to person. Period.