A step-by-step guide: How to PR your brand

Whether you’re a hypnotist, you’re selling software to HR professionals, you’re an online sex toy retailer or an Edinburgh based restaurant – the general blue print for getting publicity for your brand is the same (posh PR agencies just make it sound complicated so they can justify their large, pricey retainers). 

On this page we will talk in detail about the 6-key activities you can do to get exposure for your brand, what kind of press coverage they can offer and how to secure those column inches

As ever, PR is best not done in a vacuum, the more of these activities you can do, the better – it all tends to work exponentially!

TOP TIP: Don’t get too focused  on the type of press you want (either the content or the publication – e.g. “I just want product reviews / line-ups”) – it’s a rookie error. Remember, it’s about building credibility, brand awareness and SEO – the enquires & sales will follow! 

Promoting News

Sharing news with the media - from new products, services, locations and events

Promoting the Brand / Products / Services / Events

Getting your brand / products / services or events on the radar of key-journalists will help get you featured in line-ups, listicles, gift-guides or photoshoots.

Inviting Reviews

Want your product, service or event to get a big thumbs up from the press? Invite them to review.

Promoting Personal Interest Stories

The press is littered with personal interest stories. Have you, your staff or your customers got interesting stories to share (that can then plug your brand)? Get in touch with the press.

Using Celebrities

Celebrities are walking and talking billboards. Get them to promote your brand and sky-rocket your brand's exposure.

Promoting News

A news story is just that – it’s an interesting, newsworthy story.

 

 

Is there a novel / new product or service being launched (or can you create one that would tie into anything topical)?

 

 

  Is there an interesting event being planned?

 

 

 Would the story be interesting to the national press or the local press (or both)?

 

What type of press will I get?

News stories are a great way to get press and the type of articles you can secure vary wildly:

 

For New Products

You could get a news article announcing your new novel product or you could have a journalist ask to review your product for a review feature or line-up piece.

For New Services

You could get a news article announcing your new service / offering or you could have a journalist ask to review your service / offering for a review feature or line-up piece.

For New Events

You could get a news article announcing your event (it’s called a preview) or you could have a journalist ask to come and review or attend the event for a review feature or line-up piece (if it’s a recurring event).

Here’s examples of the three types of press news stories can generate:

How can I get press from a news story?

Promoting the Brand, Product, Service & Events

For existing brands, products, services or events, you’ll want to make sure that key-journalists are aware of them for various line-ups, listicles, gift guides and even photoshoots. 

What type of press will I get?

Brands, products, services & events are featured in line-ups, listicles, gift guides and sometimes, photoshoots. 

How can I get press from promoting product(s)?

Inviting Reviews

Do you have something to review? A product, event or service?

 

If it’s outside of London, would the London-based (national press) be keen to travel? If not,
does it just suit local publications?

What type of press will I get?

Two things will happen here, a journalist will either tell you what they plan to do with it or
they won’t.

Regardless, we’d always recommend that if a respected journalist asks to review something (even if they say they don’t have a home for it yet), it’s useful to say yes.

Usually you’re rewarded for it in the long run.

Reviews are either featured as review pieces or featured in line-ups / gift guides or listicles:

How can I get press from reviews?

Sending products to keen journalists (for products)

Journalists who regularly review products or produce line-ups, gift guides or listicles are usually more than happy to be sent relevant products to try out.

Promoting Personal Interest Stories

This is a similar concept to a news story but this time the news content comes from people’s stories.


Do you have a juicy Founder’s story?


Do you have any interesting stories from customers using the brand?


Do you have any interesting stories from employees (that you can bring back to the brand)?


If the answer is yes – you have a personal interest story to promote!

What type of press will I get?

You’ll bag yourself a news story (typically this is a feature all about the person in question).

Usually, the person will be interviewed by the press and sometimes they might even get a read through before it’s published.

There’s usually a quid-pro-quo from the publishers – usually a nice mention of your brand and/or a small fee (£100-500) for the person in question.

How can I get press from personal interest stories?

Offering Expertise

Experts content are comments, insights or stats from industry experts – and the press love them!

What type of press will I get?

Your comments / interview will be published (in a feature). Sometimes it can be used alongside the comments of other experts, sometimes it’s a line and sometimes the entire article could be about you! 

 

How can I get press from expert content?

Unlike us mere mortals, celebs sometimes get press for the most mundane of things.

We can use that to our advantage by coming to some sort of arrangement with them – either financially or giving them something for free.

What type of press will I get?

Celebs news (print or online) and maybe even a segment on a TV or radio show.

 

TV Segment

Example: Electric England 'unlockd' a TV segment on the Jeremy Vine show when they gifted Lizzie Cundy an e-scooter.

How can I get press by using celebrities?

Ask them, or ask someone who knows them / celebs.

Make them offer (start with a free product(s) and then if not, add a little cash in.

Agree what the results could look like, but be respectful (they can’t guarantee anything).