In the 21st century, PR encompasses much more than a press release on websites like PRWeb, PrNewswire, or CrowdfundingPR. A PR strategy should laser in on the communities and conversations that journalists and bloggers are engaged in today.
No doubt, when you have a low budget and a small social media following, your PR efforts can seem like throwing a tiny stone into a very large pond, creating ripples that hardly anyone sees.
However, there are five practical ways that you can begin to create some larger waves for your crowdfunding campaign. Straight up, they aren’t easy, and the sooner you start, the better, but they are proven to generate results.
1. Develop Rapport Before Pitching
Twitter, LinkedIn, Google+, and leaving comments on articles are a great way to develop rapport with a journalist or blogger before pitching them with your story, product, or idea.
The best way to stand out from the masses that email journalists and bloggers daily, asking something of them, is to first show that you are willing to take the time to read their content and understand their niche.There’s no reason why your first email to an influencer needs to ask something of them. As the author of the bestselling book, The 7 Habits of Highly Effective People
Develop rapport with a journalist or blogger before pitching them. Retweet their tweets, mention them, reply to a question, email them regarding their article, or comment on their post. After taking these actions, they are more likely to notice you or recognize you when you do make the pitch.
2. Less is More
Rather than spamming your message out to thousands of journalists, focus your attention on a select few. Really hone in and make it your mission to do everything in your power to get them to mention your campaign in some way.
Ironically, this requires you to take a step back and begin to think about WHY they would want to mention your campaign. How could it benefit them? Is your campaign innovative and will it appeal to their readership?
You need to do your homework. Look through the influencer’s tweets and LinkedIn posts. What groups are they a part of? What topics are they interested in?
3. Don’t be Afraid To Create Content
One great way to stand out from the crowd is to be willing to work harder than most other marketers are willing to. Offering to create a guest post that is inline with an influencer’s blog topic is a great way to generate links to your crowdfunding campaign. If you’d like to learn more about guest posting, check out Content Marketing for your Crowdfunding Campaign.
In addition, you should make it as easy as possible for a blogger or journalist to write about your project. Many journalists will ask for a press release or inquire about other publications that you have been featured in. Creating a landing page or press release on PRWeb or CrowdfundingPR is a good way to communicate the backstory behind your Kickstarter or Indiegogo project.
4. Relate Your News to The Overall Conversation
It’s important to keep up to date on the trending topics and conversations. Sometimes these are seasonal. For example, if you have developed a product that helps customers keep to-do lists or that reminds customers of important tasks, it may be a good idea to contact journalists around New Years, as many readers have difficulty keeping their New Year’s Resolutions.
Identify the topics that are trending and relate your product or project to this topic. Not only will it stand out, but you could benefit from some great conversions if your product solves a problem that the readers of a particular publication experience.
5. Identify Parties With Skin in the Game
If you’ve worked hard and still, despite your best efforts, are unable to persuade bloggers or journalists to write about you or even let you guest post, the next best option is to identify members in your niche or community with skin in the game and some kind of a stake in your project’s success.
There are champions of independent gaming, startups encouraging a shift in user behavior, and organizations that have rallied around the maker movement. Engage these influencers on twitter, in forums, LinkedIn Groups, and on Google+.
Be sure to check out LinkedIn Tips For Promoting your Kickstarter Campaign for some ideas on engaging these influencers.
