Getting OTHER people to talk about you is often more successful because it is seen as more trustworthy. Of COURSE you will say you are great – but if someone ELSE says it, it’s instantly more believable; particularly if they trust the source. (This is why referral is the main source of business for almost any business I’ve ever worked with).
- Don’t forget local media – it can be easier to get featured IF you have a local angle (and often more than once)
- Good blogs are increasingly viewed as media – so don’t forget bloggers, or partner/friend companies who might write about you / your offering. (A recent article in the Australian on food bloggers might have been derisive about them BUT noted that PRs targeting them had more consistently POSITIVE coverage from them than their print counterparts).
- Do have someone else proof read! It’s so easy to make a spelling/grammar error – but that’s no excuse. Don’t rely on spell check, as a person to proof read before you send out.