Use Press Releases To Get Media Exposure. In parts one and two of this bootstrap advertising series, I talked about bartering your design services for exposure and promoting yourself on your client projects. Two great ways to get your name out there. After all, the more people there are who know about you and the services you offer, the more successful you will be.
Both bartering for exposure and putting your name on client projects are great methods of spreading your name. But that’s all they do. They don’t offer any form of credibility or positioning. Sure, people can’t hire you if they don’t know about you. But just knowing about you doesn’t guarantee they’ll contact you when they need a designer. Especially if all they know about you is your name.
Media coverage, on the other hand, gives you credibility. It means you’re “important” enough to merit mentioning. And that publicity can mean the difference between someone just knowing about you and someone hiring you.
When combined, these different forms of exposure leave a powerful impression that can lead to more business.
But how do you get media exposure?
Send out press releases. The easiest way to get media coverage is by submitting a press release for each of your accomplishments.
A press release is sometimes called a "press statement," a “news release," or a "media release,” which is an official way to inform the media about something you deem important.
Media could be newspapers, radio or tv stations. It might be blogs, magazines, podcasts, social media channels, YouTube channels or industry journals. Any platform people visit for current information is considered media. And most media outlets are constantly looking for new stories to cover, especially on slower news days.
Press releases are a great way for media outlets to add “filler content” to their platform. Then, if they deem the press release to be newsworthy, they’ll write or report on it. It’s that simple.
Don’t forget other places that may be interested in your special announcements. If you’re a member of your Chamber of Commerce or similar associations, send them your press release. They may publish it in their newsletter. If you attended design school, send your press release to the school. Most schools love hearing and sharing the good news about their alumni.
Lastly, reach out to any industry-specific platforms related to the announcement you are making. For example, if you designed new signage for a local law office, send your press release to any law-related publications or outlets that may cover your story.
The purpose of a press release isn’t just for recognition and publicity; although it is the principal reason, most media outlets that run your story will also include a link to your website. And every backlink to your website, especially from recognized news outlets or schools, helps to boost your position in the search rankings.
What merits a press release? Any time you do something somewhat “newsworthy,” you should send out a press release. This includes any time you...
Offer a new service Complete a big project Win an award You are recognized for an achievement You reach a milestone If you take on a partner Any exciting news you would share with family, friends and peers might be worthy of a press release.
When Resourceful Designer was a finalist for a People’s Choice Podcast Awards, I sent a press release to my local media. It must have been a very slow news day because my story appeared on the front page of my local newspaper. All because I sent a press release.
When my local Chamber of Commerce told me the cover I designed for their printed club directory won an award at a national Chamber of Commerce event, I sent a press release. The story was covered by two local newspapers and one of our radio stations.
When I was awarded the contract to design the event program to unveil a new Canadian National Heritage site, I sent a pres