By Mark Macias
There are many unconventional PR tactics that can get your brand or product directly in front of consumers and they don’t involve the traditional media. One digital strategy approach that is frequently overlooked involves targeting editors who manage newsletter blasts for news organizations. These editors are frequently looking for content that is unique to their website. If your idea appeals to their targeted audience, you will have a better chance of securing publicity through this medium.
Email blasts from media outlets are also more influential because their subscribers are more attentive. Think about it. Consumers don’t want more spam in their inbox, so if they subscribe to any newsletter, they will be more receptive to the message. It makes your approach more powerful and influential.
Many publicists frequently reach out to the first media channels that first come to their mind. This is why it’s so important to be creative with your #alwaysfreshPR approach. If your media approach is conventional or typical, you will likely reach reporters who other publicists are targeting. This makes your media outreach more difficult since you are competing with the masses. However, if you take an unconventional approach that other publicists are missing, your chances for success are better.
Editors managing email blasts frequently look for relevant content that they can share with their readers. Frequently, these editors also have a close relationship to other newsroom editors, giving your idea more influence if they share it within their newsroom.
Here’s a short vlog that explains more on this email marketing strategy that we used with a health tech client. The VLOG details how we leveraged a newsletter to introduce our client to targeted consumers, giving us free exposure to their targeted consumer base.
Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. The founder of Macias PR – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.