IncrementalPR© (technique): Get featured in top newspapers/blog [kwiqq]

Posted on | September 25, 2008 | View Comments

IncrementalPR © is a term coined by me (Raj Anand) and is a technique I have used several times in the past to be featured in top blogs and newspaper (list).

What is Incremental PR ?

Incremental PR is a technique whereby you get yourself into a major newspaper/blog by getting recognised in younger less established one.

How does it work ?

If you want to get into major news papers you have to start with local ones. You need to prepare press releases (details below) which you customise to the newspaper/publication you are sending to

eg: (Sending to university magazine) You mention how you learnt relevant skills at university and now you have started a business based on it.

eg 2: (Sending to local magazine) How you are a local boy/girl and went to local college and university and now starting a business locally. Employing local people and expanding business globally.

Structure

Once you are in your university newspaper. You send that article with a tiny email (4-5 lines) to the editor of your local newspaper. Once you are in your local newspaper, you send that article (local newspaper article) to your county newspaper and then to nationals and then internationals. Its a guaranteed technique! I have used this several times and with instant success.

How did it work for you ?

I began with the Sussex University weekly newsletter, got two articles in quick succession. Then went to The Argus, local news paper to Brighton. After which I went to the local business magazines: BusinessFirst and BusinessEdge. From there I went to Blognation (doesn’t exist now) and Techcrunch UK, British blogs on technology. Then to New Media Age and E-consultancy. Now it was time for the big boys BusinessWeek (you know Business Week!) and Hindustan Times, most read newspaper in India. Both of which are international players. Recently we were featured in other national newspaper but that was just snowball effect.

Why does it work ?

This works because journalist are always looking for new innovative companies. Surely if some rival/inferior publication have discovered you, they should be on it too. From their perspective, it gets even more embarrassing (almost) if a newspaper locally has discovered you but them being a news giant are trailing behind. That lust and credibility combined makes them think twice. Please note: This doesn’t always work like that but you can see where I’m coming from.

Preparing to be in news:

• You need ammunition for your battle which comes in the form of 2 high resolution images: one of you (founder) and the other of your entire team (or team of founders).
• You then need a well written article which concentrates on facts. Facts about you, your degree etc. They should be public and you should be able to link to them. No good journalist will believe you without some evidence, these links help them gain trust in you and your business.
• Generate stories: People love inspiring stories. So if you can’t write a story get a PR agency. You need to stand out from your competition. Nobody wants to hear about another Facebook application but definitely want to hear about a guy straight off university making $500,000, through their new facebook app.
• Need to shout: Its a fish market out there. Lot of people selling their catch but the fish monger with the loudest voice would sell most. Strangely fish was caught from the same ocean at the same time  then why does it cost different and sell differently?

I hope this technique works for you too ! Please share with us, if it does !

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