Get People Talking
December 2nd, 2009 Posted in PR
Oscar Wilde said, “There is only one thing in the world worse than being talked about, and that is not being talked about.” So how do you get people to talk about your company? As Bonnie Raitt would suggest, “Give them something to talk about!”
“Check out this 3-step system to get people talking…”
Justilien Gaspard from Search Engine Watch created a 3-step system to get your target audience talking about your company, which this article explains.
For more details:
Make News
First, create something newsworthy. This is media relations at its finest.
But you may ask what is newsworthy? Your answer is research, research, research.
Find out what interests people (especially your target audience). One of your employees adopting a new kitten isn’t exactly newsworthy. But something like a local politician attending your ribbon cutting ceremony or a new innovative product is newsworthy.
Also keep in mind what the media will want. A good place to start is Yahoo! News. In the upper right hand corner are tabs with “Most Popular,” “Most Recommended,” etc.
Will Anyone Care?
Now that you finally have something people want to hear about, it’s time to test your story idea. You want to test your idea before you’re in too deep. This step can be as simple as asking friends or co-workers about the idea.
Focus groups are also a good idea for this step. Have your focus group rate the content of your story and make improvements if necessary. Feedback from your focus group is key.
Make sure to also measure people’s initial response. People have very short attention spans; so, if someone has to think too much about something, the less likely it will succeed.
“Put together a focus group for honest feedback.”
Spread the Word
After you’ve tested your newsworthy content, it’s time to promote. There is a lot of competition and clutter in the online marketing world and you want to shine through. Here are some strategies you can use that play off of each other.
- The Press
Use your media relations skills and build relationships with your local media. A media list can come in handy for this step. Have a list of local media outlets and journalists that are most likely to pay attention to your story.
Build a good relationship with them by sending them hot news leads for your industry. This will help them do their job and give you a positive image.
If you have trouble contacting media outlets, don’t hesitate to hire a good PR agency in your industry. They will know who to contact for your specific story.
- Bloggers
Find bloggers that discuss topics and stories like yours. Research a myriad of bloggers online to find the right ones.
Once you find your key bloggers, build a relationship with them. Start commenting on their blogs or even have them work for your company.
If your content is truly newsworthy, they will want to help. By using bloggers, you will begin building your online credibility.
- Social Media Outlets
Take full advantage of social media outlets. Sites such as Facebook, Myspace, and Twitter are taking over the online world.
Some bloggers and journalists may have already started the process, so make sure to follow their work.
- Interviews
Make someone easily accessible for interviews. Choose someone who is knowledgeable of your company – but someone like a CEO isn’t always the best choice, because of their availability.
A good example of a good spokesperson for interviews is someone in the PR or communications department.
- Word of Mouth
Word of mouth is the best PR tool you can ever ask for. Nothing is better. Your audience may not trust the media or online sites, but they trust their friends and family’s opinion – use communication tools such as instant messaging, texting, blog comments, or forums.
“Use your skills to build relationships with local media.”
“Make someone easily accessible to the media for interviews.”
Now that you have the tools to get people to talk about your company, try it out!
Don’t be disappointed if this doesn’t work the first time, just try again and again and remember that visibility is vital for your online success.
| Sarah Geist
Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us. |
7 Responses to “Get People Talking”
By Amanda on Jul 6, 2009
I think word of mouth is the best advertising tool by far. I’m more likely to go to restaurants my friends suggest, even if it says WORLD’S BEST BURGERS
By Brianne on Jul 7, 2009
Agreed completely. Word of mouth is the best, because one, its free, and if you please people, they are going to tell others about it.
By Shorty Fiercehem on Jul 7, 2009
You definitely have to be smooth about it, because if people guess it’s advertising and not genuine “word of mouth” they get really upset. For example, salespeople who say everything looks good on you can have the reverse effect, causing the customer to buy nothing!
By Rob on Jan 25, 2010
I like the article. The three step approach is a valuable asset for public relations, and should be followed in most instances. This is a good way to get people talking about your product.
By Caroline on Jan 30, 2010
This three step approach is so simple, yet fool proof. The key is to use every media outlet you are given and keep up with the times. It’s amazing how much publicity you will receive from blogging, Facebook, and Twitter!
By Casey Garth on Feb 1, 2010
I definitely agree with everyone else in regards to word of mouth, but one thing to consider when using word of mouth as a PR strategy is who you are targeting to spread the word. There are certain types of people (trendsetters, connectors, etc) who are going to have far more person to person connections who are going to spread the word about your brand to a wider audience more quickly. Those are the ones to target!
By Molly on Feb 3, 2010
As everyone seems to agree, word of mouth is defnitely a huge factor. A company can claim they have “the best,” but people in general are more likely to go with opinions/experiences of those close to them.
Knowing one’s target audience is also an important factor. You won’t sell meat to a vegetarian no matter how hard you try.
And above all, take honest feedback seriously. If the masses say nay, nix it.