A lot of businesses focus on “making it big” in the media. While it’s great to be interviewed in Entrepreneur Magazine or be a guest on Oprah, the average business owner will not have this success. And you know what? That’s okay.
Take a look at the diagram above. Say you have a press release and you have two options. You can send it to the Oprah show and pray every day that they choose you to be on the show OR you can distribute your search engine optimized press release using a distribution service, knowing it will definitely reach a wide variety of channels online, including Yahoo!, Google, RSS feeds, blogs, journalists and others who may want to interview you further or write about your release on their websites.
Now, each of those channels has anywhere from dozens to thousands of readers who will see your press release. Many will click on the link to your website to see what you’re all about. Some of those will even buy from you.
So rather than putting all your eggs in one basket with the Oprah show (or major media channel of your choice), you do better to diversify and let larger numbers of people in smaller, under served niches find you.
As David Meerman Scott says in his book The New Rules of Marketing & PR, the market for press release is changing:
- Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of under served audiences via the Web.
- PR is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the Web.
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