I get it. You don't have thousands, or even hundreds of dollars to spend on a PR agency or a publicist. No problem. With time and research, you can leverage your own exposure, visibility, and coverage.
In recent years, podcasting has become a fast-growing medium that reaches the masses. Hosts are always looking for ways to leverage guest interviews to create news. This is where you come in.
Do your research and find podcasts that are relevant to your industry and target audience. Once the interview is finished, you can use the content on your platform and get backlinks from the podcast's website. Guest speaking on podcasts can even open doors to an entirely new audience.
2. Guest Blogging
Similar to speaking on podcasts, guest blogging requires research to identify blogs that make sense for your industry and target audience. Look for platforms that compliment your services/products.
Don't use this as an opportunity to promote your business or brand unless the editor has already given you permission. Instead, use this as an opportunity to position yourself as an expert or thought-leader. Provide topic suggestions that you think may benefit the publication's audience, offer new insight, and new types of content.
Once the blog has been posted, use a monitoring and measurement service to track reactions to guest posts and measure their effectiveness.
3. Facebook Groups
Facebook groups have become one of my greatest resources. It's an amazing avenue to connect with businesses, brands, and entrepreneurs both near and far.
With the ability to share information, knowledge, tips, and network, there is such much potential that lies within Facebook groups. Like guest blogging, this is another great tactic to position yourself as an expert and build credibility by offering advice and helping others.
Keep in mind, that most Facebook groups are free but there are some membership groups that require a fee to join.
4. Awareness Days/Months
This is one of my favorite tactics, I absolutely love awareness days. Publications do, too! Awareness days and months are created to highlight an issue, cause, or thing. Ranging from health related causes like "Breast Cancer Awareness Month" to more light hearted ones such as, "National Chocolate Chip Cookie Day", there seems to be an awareness day for almost everything.
Choose awareness days or months relevant to your industry and create content or news around them. Though this is a wonderful tactic, be sure to only use it every once in a while, make sure the topics are relevant and that you have a strong story! Whatever you do, plan ahead to give the journalist or blogger time to craft the story.
Whether with influencers, organizations, businesses or brand, collaborations can aid in gaining exposure and brand awareness. Make sure those you decide to partner with are like-minded businesses or brands, have similar target audiences (or an audience you would like to reach), and ensure it will be a mutually beneficial relationship for all parties involved.
There are many more ways to leverage PR for your business or brand without breaking the bank. Remember, research and planning are extremely important no matter what route you deicide to take. Let me know what what tactics you found most helpful and/or any recommendations you have below!