Be Your Own Publicist Using these PR Strategies
Think back to a time you discovered a great product that seemed to be under the radar. Your first thought would have probably been “Why don’t more people know about this?” Now apply that same thought to you and your talents. Ask yourself, why aren’t more people aware of what you bring to the table?
Time and time again we have seen that it doesn’t matter how unique a product or service is – if nobody knows about it, it is essentially non-existent. Same applies to you. You must drum up the same type of publicity for yourself to gain the momentum and recognition you deserve.
Before delving into some tips to sharpen you PR strategy, know that good publicity doesn’t just happen, you must invest some time and effort. Consistency is also key. Maintaining a commitment to building the brand that is you is something you must keep up daily.
Here are some steps to get your PR strategy on track so that you can become your own publicist.
The Pitch is You
Before becoming your own publicist, think long and hard about what your niche and expertise is. Are you a writer who wants to be published? Are you a singer who wants to do shows? Are you a teacher who wants to share their wisdom? The key is to be able to identify this first. What will you publicize to the world about you?
Before pitching yourself, you must know what you want to share and how it brings value to the people around you and the world. Publicity works if there is an interest and a “hook.” Think long and hard about what that hook might be and get ready for the next step - crafting a pitch around it.
We’ve all heard about the famous elevator pitch. The 30-second pitch that tells people what you are all about. This is your foundation – know that once you’ve identified what you want to showcase to the world about you, you will need to condense it in a way that communicates who you are, what you are looking for and how your talents and skills will benefit those around you. Take some time to craft this pitch and sum it up in 2-3 sentences max. Keep it short and sweet.
Think about the last time you read a press release. The components were who, what, where and why. Your pitch should reflect the same. Who are you? What are you about? Where can I find you or your work? And why you? You are the headline of that press release. Make everyone want to read it!
Good PR Starts with Relationships
Once you have crafted a pitch, get out there and tell everyone about it. No need for ads and billboards when it comes to you. You are the walking commercial.
Do something every day to publicize yourself and your talents. Whether it be being a special guest on an up and coming podcast or contributing your speaking skills to a conference, it all adds up to your publicity portfolio. Ask industry professionals you meet at networking events to be featured in their newsletters, offer to be a guest on local radio shows, create short videos for YouTube. The possibilities are endless these days with the digital space.
By putting yourself out there, you will gain the visibility or awareness for yourself that contributes to building your own brand and expertise.
Make sure to get sponsors who can speak on your behalf and can add to the “buzz” to the subject that is YOU. When you can articulate what you bring to the table you can leave an impression on others that will make them think of you when your expertise is needed. Networking goes hand-in-hand with good publicity. Take time to find ambassadors and sponsors who will spread the word about the killer skills you want the world to know about.
Your Press Kit
Now that you’ve outlined what you want the world to know about you and identified the opportunities where you can let that skill set shine, now you must build your very own press kit.
When you think of a press kit, you might be thinking of a pre-packaged set of promotional materials that provide information about a person, company, organization or cause and is distributed to the media for promotional use. Build one for the brand that is clearly you.
For starters, think about a free publicity vehicle such as LinkedIn. Take time to use the LinkedIn template to showcase your background, experience and testimonials.
Your personal press kit should also include one of the best investments you can make these days in our highly connected world - your very own website. Build a site that can house your talents and showcase what you are all about. Think of it as an extension of your elevator pitch, but a living and breathing one online that you can always add information to and update as needed. Like an actual press kit, make sure it contains your bio, samples of your work, background and contact information for starters. It is also a good place to feature visuals that display who you are and what your interests are. Do you have a great life story you can share? Draw people in, this is the place to do it. Having an online presence is key to garnering publicity when you want others to learn more about you after you’ve given them your elevator pitch. They will always be able to access the brand that is you online.
Offline create a killer business card that sums up you and what you do. Get creative and reimagine your press kit to best represent the services and skills you want to share with the world.
Keep the Momentum Going
Good publicity about you starts with a clear definition of what you want to showcase to the world. The clearer you are about what you have to offer the easier it is to be passionate about your pitches and be able to get others on board with it. Being your own publicist requires time, effort, and good public relations strategy. Gaining good publicity takes time, so be patient. Make sure to keep the business cards sharp, the elevator pitch on point and become a subject matter expert who is committed to offering value to the world and the publicity will keep coming your way.