PR Expert

How Small Publications Can Play A Big Role In Your Publicity Efforts …

I don’t believe I’m going out on a limb (well, at least not too far out) when I say that nearly everyone recognizes the giants of journalism. Such venerated (and at times vilified) publications as the New York Times, the Wall Street Journal, the Washington Post and USA Today are hard to ignore, even if you’re not a regular reader or subscriber.

But as wonderful as they are, these behemoths of the reporting world aren’t the only option for those who long to see their names in traditional and online print.

Small towns throughout the country also are blessed with daily or weekly newspapers that keep their communities informed about who’s engaged, who died, whose child made honor roll and what the city commission and school board are up to these days.

These more obscure practitioners of journalism still serve a significant role in our information age, but admittedly without the luster and renown that those top-tier publications enjoy.

That’s why if you’re seeking to promote your brand, you could be thinking that it’s OK to ignore these lesser lights of the print and online media world in your quest for publicity.

Stop right there!

Let me tell you why that would be a mistake. These smaller venues, whether they appear online or in old-fashioned ink on paper, can be more important than you realize as you build your reputation as an authority in your field.

How so?

People read those local publications. Weekly newspapers and small dailies still attract a loyal readership for one simple reason: They provide readers with articles that have a direct impact on their lives and keep them apprised of what’s happening with people they know. If you want to promote your brand, it never hurts to start with your hometown newspaper. It can be a stepping stone to bigger things, plus as a bonus, you get to hone your interview skills in preparation for that day when the New York Times calls!

Smaller publications can have a bigger reach than you think. What happens in lesser-known media venues doesn’t necessarily stay in lesser-known media venues. Story ideas that bubble up on the local level can get noticed at the national level. Many smaller newspapers also are owned by large newspaper chains, and the publications within that chain share articles with each other. That means your interview with a small weekly in Wisconsin could be printed in sister publications far and wide. The fact is that not everything that grabs widespread attention begins life on the front page of the New York Times.

The media follow the media. There is little doubt that your friends (and potential clients and customers) are going to be impressed if you’re quoted in the Wall Street Journal or USA Today. How could they not be? But many of the authoritative voices that journalists at large publications seek out didn’t take a direct route from anonymity to the media spotlight. Instead, they built a media presence at smaller publications, establishing a trackable online presence. If you offer yourself as a source to top-tier media, those reporters are almost certain to Google your name. If they that see that other publications – even smaller ones – quoted you, they are more likely to view you as a credible source..

One final point worth noting. A Pew Research Center study in 2017 showed that Americans place greater trust in local news media than they do in national news media. The study showed that 25 percent of those surveyed said they trust their hometown news organizations “a lot” and 60 percent said they trust the local media “some.” That compares to 20 percent who said they trust national news organizations a lot and 52 percent who said they trust national media some.

Perhaps some of that trust in local media can rub off on you! After all, if the local media trust you enough to seek your insight about your area of expertise, potential customers or clients will be more inclined to trust you as well!

Locally yours,

Marsha

P.S. If you’d like professional help getting coverage in the press, and being interviewed on radio and TV, give us a call. We’ve been providing this service to clients for 28 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you.

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So friends, If you’re interested in Marsha’s help, please call here at 727-443-7115 Ext. 231, She’d love to hear from you! Let her know Catherine Lyon Sent YOU!

Authors and Writers are an extraordinary breed…

We work feverishly at the craft of writing and when we chose to publish our works, unless you make the “Big Time” it is difficult to work our way into “Main Stream Media.” Of course, we want our books to be found by readers all over the world who may enjoy our “style” of writing, be it fiction, a memoir, or mystery suspense reads. That is where an amazing PR Firm can help. And luckily I have a friend in the BIZZ.

Marsha Friedman ~ CEO of News & Experts PR Firm knows not all authors can afford a public relations company. So she is kind enough to share many tips and advice with us from her sites and why I enjoy having her as a guest frequently here on my book promotions blog. She has been doing what she does for over 28 years now, and is passionate and caring about what she does and about helping authors gain the spotlight. So here is a new Guest Article she has shared in hopes of you gaining some knowledge on how to make you and your books shine through media!

MSI Public Relations ~ Marsha Friedman

From the beginning, Marsha set out to make her company different. Today, Marsha is considered a national pioneer in pay for performance PR, a model other firms have since tried to replicate…

Author of ‘Celebritize Yourself’ ~ Now on

Guest Article ~ Ready For The Media?

Here’s a question you might have asked yourself as you decide whether to take the plunge and embark on a PR campaign: How do I know if I qualify for the media spotlight?

If you aren’t someone the media is already beating down the doors to interview, you can get them to look your way if you have the right qualities and characteristics that will give them the assurance that you’re someone worth their time.

But just what are those qualities and characteristics? Let me share a few that I think make someone the ideal candidate to have a successful publicity campaign:

A book. One of the best ways to build your authority is to write a book. This can give you a leg up on others in your field because not only can you talk about the same things as your competitors, but you literally wrote the book on the subject! Some people try to beg off this one, saying they struggle to write a short essay, so an entire book is out of the question. Relax. That’s where topnotch ghostwriters come into the picture and can do the job for you. Do you absolutely need a book to have a successful PR campaign? No, but it immediately communicates your authority which helps immeasurably with gaining entry to the media.
Credentials. When we choose to take on a client, what we look for is that your credentials are in line with your message. The media must be able to trust that you know your subject and credentials are the primary qualifiers they use. They will be skeptical of anyone who strays too far outside their area of expertise. For example, a medical doctor who wants to talk about heart disease is a good fit. A medical doctor who had success with his own investments, and writes an investment book is not such a good fit. Why would the media interview the doctor when they could find a highly credentialed financial professional?
Experience and knowledge. When you’ve personally undergone, encountered or lived through something, then yours is a voice the media is more likely to listen to. For example, if a teacher who spent 25 years in the classroom says he has ideas about how to improve student learning, that will carry more weight than if it comes from someone who hasn’t stepped inside a classroom since their high school graduation three decades ago. Your experience can give you anecdotal stories to share with the media, and your knowledge helps put that experience in perspective for the media.
Passion. We always try to tap into a client’s passion because we know that if we set up an interview with the media it is more likely to go well if our client is talking from where their heart is. While we can present you to the media as an authority, once the interview begins it’s your passion that will engage them and their audience.

So do you think you have what it takes? Do you have the credentials, experience, knowledge, and passion – and perhaps also a book? That makes you the ideal person to launch a great publicity campaign.

Remember, you don’t have to be a household name to get started. But with dedication, tenacity, persistence, and commitment to this business-growth journey, you might become one before it’s over.

Ideally yours,

Marsha

P.S. If you’d like professional help getting coverage in the press, and being interviewed on radio and TV, give us a call. We’ve been providing this service to clients for 27 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 231. We’d love to hear from you!