Know your prospect and know the media
How many times do you or other companies you know ask their sales people to make cold calls. Or tell them it’s a numbers game. The more calls you make, the more chances you have in getting a sale.
This is a bad method to doing business. Because the reality is that you loose more prospects and probably don’t get past your 5 seconds of intro before the person on the other end hangs up on you. Also, you are wasting a lot of hours making calls that may never buy from you.
This can be compared to publicity. It isn’t a numbers game in sending out a flood of press releases to media that are not interested in your product or service. Be selective. Know your media. Contact the reporter, the publisher and send them a press kit with a cover letter. You can do this as an email if the publication you are contacting accepts this form of communication.
By choosing a limited number of cold calls that you have identified, you should know about that prospects company, the products they are already buying (from you or a competitor), know what they need then make your call. And that call should start off with a question. Asking them to help you with a problem. Make it relate to their situation and your product or service.
This may not be exactly the way to make a call to the media. But think about it, you call them not knowing anything about the publication, or you haven’t done your homework to see if your product or service will be a featured subject a few issues from now, or maybe it already has been written about.
Contacting the media is not a numbers game, nor should your sales department think it is either.
Target marketing is the best solution and that applies to your publicity as well.
- Publicity and the Press Release Game
Know what to do before making that call