Master Class #54: Unearth the Hidden Gems
Time to ditch the press release. Here's some other ways to get attention for your brand or cause.
1. Identify unexpected connections: Look beyond your industry for relevant news, trends, or events. Can your product solve a problem in a completely unrelated field?
Example: A sustainable cleaning product company partners with a local beekeeper to highlight eco-friendly practices, earning coverage in environmental and beekeeping publications. (Yes, there are beekeeping publications!)
2. Partner with unlikely allies: Collaborate with non-competitors for a unique campaign.
Example: A coffeehouse teams up with a bookstore to host author readings and coffee pairings, attracting new customers and possible media attention from reporters who thirst for free coffee
3. Tap into micro-influencers: Engage passionate individuals with smaller but engaged audiences.
Example: A travel app partners with travel bloggers specializing in hidden gems, reaching niche places to visit and generating authentic reviews.
4. Repurpose your content: Transform existing content into new formats for different audiences.
Example: An educational platform turns blog posts into infographics for social media, expanding reach and engagement.
5. Surprise and delight: Create unexpected experiences for reporters and audiences.
Example: A restaurant mails out personalized recipe kits to media, inviting them to experience their food firsthand. (Simple recipes suggested, as opposed to Baked Alaska with a side of Turducken.)
Remember, Jaffe suggests, you tell a unique story that resonates with your target audience. By forging unexpected connections, you can score valuable PR points and stand out from all the clutter.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
