: Helen Dewdney
: How to Get Free PR For Your Business& Be PAID For It
: M-Y Books
: 9781917311410
: 1
: CHF 10.60
:
: Sonstiges
: English
: 355
: DRM
: PC/MAC/eReader/Tablet
: ePUB

Public Relations (PR) coverage is a key tool in demonstrating your expertise, products and services. Cheaper and more effective than paid advertising, being in the media gives you credibility. A key element of your marketing strategy, PR helps people to know, like, trust and buy from you.
Whilst you can pay a PR consultant for their skills, knowledge, expertise and contact list, you can go from no PR coverage to being paid for it by doing the work yourself.
Helen started The Complaining Cow blog in 2012 as a hobby. Since then she has developed it into a business. With two best-selling consumer advice books under her belt, she is now a well-established and trusted Consumer Champion, who also advises businesses on improving customer service to increase sales. She has appeared in/on about 200 media outlets, many of them regularly, with countless case studies and contributions, plus writing specially-commissioned pieces.
Here she shows how you can do it.
A comprehensive guide packed full of ideas, it includes many examples from Helen and others, who have used these ideas to boost their PR coverage. It will help you grow your own contact list, approach television, radio and newspaper outlets and leverage your coverage. Armed with this knowledge you can become the 'go-to' media expert in your chosen subject area, with regular paid-for appearances.

Chapter 2: Prepare for your coverage


It is normal to get excited or worried and to doubt yourself but work through it!

My blog had been going for less than six months when I got my first media request, an email asking me to appear on a phone-in onBBC Radio 5 late at night, forThe Phil Williams Show. I was overwhelmed. Although I thought one man and his dog might be listening at the time, it wasBBC Radio 5 and it was live! And it was paid! Luckily I happened to be seeing my friend Sue that day for lunch. She calmed me down and reassured me that I could do it! Another old boss said simply “Talk slowly”. This is great advice, although I’m not sure I always follow it but I remember it stuck with me for that first appearance! Why? Talking slowly helps to keep you calm.

92: Decide on your title


Decide how you would prefer to be described/introduced in your interview or quote. It won’t always go in as you would like. Even after years of saying “Consumer Champion” I recently sent a press release with a comment and was still described in a national newspaper as being from a “Complaints Firm”! Be consistent with your brand, too, so that studio staff will describe you as you want to be known. Your name and title will be displayed as an ‘Aston’ or ‘name strap’ across the lower section of the TV screen.

93: Call yourself an expert!


I used to hate this! When asked if I wanted to be described as a consumer expert, I always said “no”. It always sounded like a touch of arrogance! But, as I added more strings to my bow and became a consumer champion, author, journalist, blogger, speaker and business consultant, it became more difficult to know what title to use.

I want both consumers and businesses to look me up, as I help both. And really “consumer expert” was the only phrase that covered it, and I became more comfortable using that.

There is a commonly held belief that an expert is someone who knows more about a subject than everyone else in an average room. I think this is true and has helped a lot of people come to terms with using the word “expert”.

94: Key points


Time goes VERY QUICKLY! Much more quickly than you think and sometimes the interviewer will talk for longer than is helpful. So, think about which points you most want to get across but be very careful not to over prepare or you may appear stilted.

95: Get everything in writing!


When you are booked, ensure that everything is in writing. For a television appearance, most often you’ll get a phone call, so be sure to follow up in writing. Get everything about payment clarified. Travel and, if appropriate, accommodation, is usually arranged and paid for beforehand. Discuss and agree any payments for expenses, etc. If anything gets cancelled, you won’t be out of pocket.

96: Practice on Zoom


If you’re nervous, st