Wie können Sie Werbung nutzen, um das Bewusstsein für Ihr neues Produkt oder Ihre neue Dienstleistung zu schärfen?

Please do us a favor and stop suggesting that publicity is free media coverage. It's not free. Behind every successful media placement are talented men and women crafting the message and targeting appropriate media platforms. They don't work for free. It demeans our profession.

There are several ways below to use publicity to raise awareness for new products and services. 1. Press Releases 2. Media Outreach 3. Social Media Campaigns 4. Influencer Collaborations who align with your brand values and target audience. 5. Event Participation such as trade shows, conferences, or community events to showcase your new products or services. 6. Customer Testimonials from satisfied customers who have used your new products or services. 7. Collaborative Partnerships to cross-promote your new products or services. 8. Content Marketing such as blog posts, videos, or podcasts Remember, consistency and persistence are key when using publicity to raise awareness and adjust your strategies accordingly.

You can spend $1 million on advertising space and get $1 million worth of space. Advertising is seen as very biased, because it is bought and paid for by the advertiser. Or, you can spend $120,000 on PR/media relations and generate $5 million or more worth of free, credible and reliable publicity in targeted trade publications that are guaranteed to reach a specific target audience that buy a certain category of vertical products and services. A good PR firm is very hard to find, but hiring the right person with good media relation skills is priceless, because they will get your company featured on the Front Page of leading business and trade publications.

I strongly object to the description of publicity as "Free media coverage". It's not free. And publicity is just one part of public relations. Public relations is far more encompassing. Publicity and public relations are not interchangeable. Public relations allows you to promote a new product across multiple platforms, reaching a target audience cost effectively.

Offer value and insights: "Out of sight, out of mind". Do not just call on the media when you have a new product to launch or promote. It's easier to pitch when you consistently offer expert opinion through articles.

Attention is one of the most important currencies today - we are not only competing with others in our industry for publicity, but others such as Netflix, TikTok creators, and more. We have to be strategic in what our unique story, angle, and message is going to be. Is it going to keep our audiences interested, informed, and inspired? If yes to all three - then it is a great idea for us to pursue and package in a way that is creative, relevant, and engaging for our audiences that also adds value.

I really think you have to believe in the product, believe the people behind it and the story they tell. Bring your audience on the journey with you. Press releases are great but expensive if you are an SME with a tight budget for media. Social Media Campaigns can and cannot work so dont always put all your eggs in one basket. Lean on others to help you. Take a big brand that has some connection and utilise their marketing but always remember to credit them in some form or another so there is mutual benefit to both parties. These days your physical store front is digital so unless it is out there for all to see (as a concrete is) then you will soon disappear if you stop trying.

Let’s take a step back here and start with the story you want the media to tell on your behalf. Is this news that people benefit from or is this totally self serving. Be honest. If it’s the latter then your PR should be in the form of owned content with paid promotion. If it’s the former then have you invested in relationship building with media? If not, you should call in an expert to help you pitch. The ROI of earned media is tough to measure in one-off moments. And unless you have a BIG story, paid PR is almost always going to be more bang for your buck than a low value earned placement.

Start with outlining the goals of your PR campaign along with your target audience. Map out the personas you aim to reach. Do your homework identifying their preferences, sentiments, and behaviors. This will help you segment the audience more accurately and identify patterns and trends. As a result, you'll have the data and insights to: - create targeted content; - tailor marketing messages; - choose appropriate channels for specific audience segments.

I have always found that by adding a bit of humour to my articles has raised the interest levels from my audience. Obviously there are times when this is not appropriate so you need to know your content & use common sense.

First define your goal,then create value beyond your product with a shareable content;contribute to your audience running social media contents monitoring with social algorithms.

Is this news or is this “snooze”? Media isn’t free marketing. You have to ask yourself is this a story I would want to read. If not, paid digital targeting is going to be your best. If it’s a self-serving narrative no one will care. But let’s assume it’s news. Then you need to frame your pitch as a strong story that tells the why before the what or the how. Literally why does this matter? How does this align and provide new insight or nuance to an ongoing dialogue? Then talk about what you are doing and maybe how you are doing it.

What is in it for them (the audience). Try to capture this clearly in your message. So what will their benefit be if they buy or use your product or service. What can keep them from being interested or buying? Your potential buyer might have barriers that needs to be overcome before they will be interested. Try to identify these and address them in your message.

Remember, it's not about which journalist you know, it's about the story: how timely, original, and - most importantly - relevant it is to the media outlet you're pitching it to. If you are targeting a Tier 1 media outlet that is of utmost importance to you (e.g., TechCrunch for startup founders), identify a journalist who is covering your region and vertical, and read a few recent articles by the journalist to understand the angles and focus. Based on the insights, use the 5 Ws to draft your one-paragraph pitch: Who/What/When/Where/Why. If there is a demo product a journalist can engage with, make sure to offer links to do so.

I think having clever content/headlines/text without being "click-bait-y" can be harder than it seems. This is where having editors comes in handy.

Don’t get ahead of yourself. If you don’t know how to pitch call an expert. They will help you work all this out. Otherwise it could be a lot of effort for very low return.

💡 Pro tip: use a PESO model to map out all potential channels relevant to your brand. PESO stands for a matrix of Paid, Earned, Shared, and Owned media. Then highlight a few you’ll leverage for a specific PR campaign based on your target audience’s preferences and your resources (both human and financial).

Nowadays, being honest about a product's limitations is rare, so it qualifies as a unique hook. This kind of promotion suggests integrity and confidence.

Yes. Earned media is an investment that can have a hard to define ROI. To really drive value you need an always-on program with a solid news pipeline. Most don’t have this. So In almost all cases you will be better off with paid promotion to build awareness.

Being seen as a trusted resource to media is a good space to occupy. If you are credible, friendly, reliable and responsive you will be the one they will remember.

As a media dietitian I’m proud that reporters keep coming back to me, week after week, for my comments to help add texture, sincerity and sage advice to their stories. Today, with so many bogus “influencers” out there talking from a platform of popularity and not credibility, it’s so important to be a valuable resource media can rely on. I’m also grateful to also be media, and connect with the public and brands in a language we can all understand and apply to our lives. Building relationships that last not only help boost your business…they also help to build your reputation.

Consistency is key - deliver quality content regularly, iterate the angles and formats based on the data analytics and feedback if needed, but don't expect fast results. Building trust and credibility takes time. A good marker of you doing a good job is the increase in incoming journo requests for expert comments or data for their articles.

Do something relevant and memorable. Your customer and audiences want to be entertained and engaged as much as they want to be educated and advised. Be personal and make a connection to elicit an emotional response.

Reach and impressions are BS vanity metrics. They don’t define the quality of of a placement or it’s alignment with your business needs. You need to identify what success looks like before you take any steps with clarity on audience outcomes.

yes, it's easy to look/sound successful by massaging and manipulating metrics but the 'proof is in the pudding' do the likes and clicks turn into sales? new customers? loyalty?

Make sure you have the necessary tools to measure results: access to an internal data analytics system, external monitoring tools, etc. This will help you fine tune the campaign messaging as you go or develop more effective brand positioning in the long run.

In the hospitality sector, monitoring and responding to online reviews is not just about reputation management; it's a strategic use of publicity to raise awareness. Potential guests, exploring new locations, often sift through TripAdvisor, Google, or OTA reviews. Such feedback, provided by fellow travellers, serves as digital testimonials or alerts. When hotels actively engage with these comments, they not only display their commitment to guest contentment but also capitalise on free publicity. This acknowledgment or addressal of feedback becomes a spotlight, showcasing their dedication. For potential guests, these engagements amplify the hotel's appeal, converting reviews into influential endorsements that heighten their brand visibility.

Publicity is like catching lightning in a bottle – unpredictable, but when it strikes, it electrifies your brand! To master it, channel your inner wizard, conjure media attention, and let the magic begin! #PRWizardry

Sometimes even if you think your content or your media release is going to have a lot of traction, it may end up only being picked up by 1 or 2 publications (or none at all). This is where you can consider Newswires to help amplify your distribution. You may have your long list of media contacts but these days there is a protocol in media that dictates that everything needs to go through the news desk, which means your content may be filtered out before your media contact can even consider it. With Newswires, you are able to get a wider distribution to news desks and even get distribution to publications that almost guarantee publication of your content. A small price to pay for a bigger increase in media value.

To spread the word about your shiny new product or service, think of publicity as your trusty sidekick. Start by crafting a compelling story – the kind people will want to share over coffee or while walking their pet goldfish. Send out press releases, and make friends with social media. Don't forget to be your product's biggest fan, showcasing its superpowers through eye-catching visuals and relatable tales. And if all else fails, hire a unicorn to sing your praises. Just kidding, but creativity is key!

Find the cultural connection. How are you speaking into what is happening in culture or how can you create a cultural conversation.

When using PR tactics (like press releases, pitches, etc) to raise awareness for your new product or service, you will only succeed if you address the bigger picture. What problems does your product and service solve? Why are these problem important and why is your solution better or how does it differentiate itself from other solutions? What are the immediate and long-term benefits/consequences of solving the problems at hand? PR speaks to the public (regardless of whether niche or broad), which means it must address their challenges, topics, and interests.