How much publicity and attention your firm or organization gets this year is largely up to you. You have more control that you might think in whether you get earned media in 2013.
First, start with a plan. Don't make media an afterthought. Sure, some of the best stories just happen, but many stories result from laying out a plan early in the year. What are some of the major announcements that you know will occur? What are some of the events at which your key people will be featured? Start to plug those dates into the calendar.
Next, pay attention to how your industry is getting covered by the media. Who's getting quoted? Who's getting featured? Your goal is to get your name on the contact lists of key editors and reporters in your field so that they will begin to call on you.
Third, start blogging or, if you already have a blog, consider whether you need to increase the number of times you post. Blogging will help drive search engine traffic to your website, which will increase your chances that the media will notice you.
Fourth, use social media to call attention to your blog posts and press materials. As you attract more followers, you'll boost your odds of getting others to share your news with their social networks.
This is by no means easy. It takes effort and the guts to believe you have something to say. Expect some within your organization to even oppose your efforts as a waste of time.
But this is a new year. Shake things up a bit. Time to get more engaged in your media relations and social networking. Lead where others simply look for excuses.
Contact us for more information. We'd love to help.