I’m always on the look-out for a great bargain. Author and finance expert Matt Bell is too. More recently, he’s interested in helping newly engaged and married couples learn how to manage their finances collectively. His book is seeing a lot of media attention with interviews in Woman’s Day, AOL Daily Finance, FoxBusiness.com, Pittsburgh Post Gazette, Crosswalk.com, and CBA Resource & Retailer Review, among others.
Matt’s campaign has some great elements and examples of how people can take advantage of free PR opportunities if they don’t have the budget to hire a publicist. Here are a few tips:
1.) Position yourself as an expert to the press – even if you’re not an ‘exact’ fit for a reporter’s story, position yourself creatively to become the perfect fit. Case in point, FoxBusiness.com ran a story on how Costco is now offering everything a bride needs to plan a wedding. They were seeking experts to discuss what this will do to the wedding industry and if brides will really buy everything they need at Costco. Even though Matt isn’t a wedding planner or an expert on Costco, because he could comment on the financial aspect of planning a wedding and how in the long run that could help or hurt the couple, we made the reporter see the need to interview him. As a result, Matt got solid coverage in the article and a mention of his new book.
2.) Develop rapport with reporters and become a continual resource for them; one that they can trust, rely on and turn to time-and-time again by giving them what they need.
3.) Sign up to be a source for reporters through free PR services like HARO.
4.) Posts comments on other reporters and experts blogs – subscribe to various blogs and comment on stories where applicable.
5.) Build word of mouth PR
6.) Offer ‘freemiums’ of your product or services to help spread the word – want to get the news out quick? Offer free giveaways. This could be as simple as offering a free book to anyone (unrelated to you!) in exchange for an unbiased review of your book online.
This by no means is an exhaustive list but rather a starting place to build momentum. Let us know if you have any questions as you get started.