How do you feel when your competition – or ANYONE else – gets publicity while you’re over there hoping and hustling for it, without the response you desire and perhaps, deserve. Maybe you’re simultaneously jealous and stressed out, you feel like you’re missing opportunities made for YOU and anxiety builds as you see others succeeding. Are you all…
OR, perhaps you’re a bit like this, I like to call it the “I’m excited for you – well I’m trying to LOOK excited for you…”
Can you relate? Be honest…It’s okay – we have ALL been there. Getting publicity for yourself or your business isn’t an easy job, and watching other people inside – or outside – of your niche succeed when your moment in the spotlight hasn’t happened yet, well it can be understandably frustrating. What will set you apart from other entrepreneurs, however, is how you choose to react to their press success.
YOU HAVE TWO CHOICES:
React (or overreact) badly, feeling down about yourself and your business, and run the risk of analysis paralysis about your own business and PR outreach, that will get you nowhere fast. Perhaps you feel “Well, they already landed that magazine/blog/TV show, why should I even try?
Sometimes this jealousy or defeat that others’ publicity success brings on can even have you boarding the first boat to Self Doubtville, heading towards a downward spiral where you end up “circling the drain” mentally. NOT a good place to be.
You also have another choice…
React like a Press for Success pro and see their publicity success as a positive sign (YES, I will teach you to feel this way), and then respond to it strategically. No overreacting, friends, only strategic responses that don’t raise your blood pressure while lowering your productivity.
HOW will you ever feel like that? By following these 3 simple steps…
3 Steps to Respond Productively to Other People’s Publicity
SEE THIS AS A POSITIVE SIGN:
Yes, it’s tempting to have a personal pity party when others – especially those in your niche – are landing publicity but guess what? It doesn’t have to feel like that!When people in similar industries as you – or people who share a similar lifestyle that’s being featured (entrepreneur, work from home mom, etc) – get publicity, see it as a neon sign flashing over the media outlet that signals WE COVER STORIES LIKE YOURS HERE! WE ARE INTERESTED IN YOUR BEAT!
See what I mean? The fact that they covered someone with a similar expertise or product doesn’t mean that your chance of coverage is gone, but instead that they have an interest in what you have to offer. This is not a goodbye to press, it’s a hello! It’s like someone is marking a path to possible press opportunities for you. In fact, when I’m planning my own PR outreach I always give the website press pages of people in my industry a glance so I can be sure I’m not overlooking or missing any possible media “homes” for my own story.
GET THE DETAILS:
What outlet was it in? What column? What member of the press covered this story? Add them to your PR Home Base (if you’re a Press for Success student you have instant access to one) where you track all of your media contacts and PR outreach. Now that you know that this specific magazine, website, newspaper, or TV show covers people like you, don’t let their details pass you by. Here are a few of my super-simple strategies for keeping track of possible press opportunities for myself:
- Record ALL the details that you can from this other person’s publicity. Key information you want to take with you includes what the media outlet was, who the editor/blogger/content creator was, and a few notes on this story or a link to it.
- I also love to “Pin” the publicity inspiration I see when others get press and put it on Pinterest on a secret board I call “Press Targets”. This is a helpful habit to get into if you feel too busy to record possible opportunities as you see them. When I do this, I know I won’t even lose track of potential media homes for my story and business, and I can access them, research them, and record them at anytime, simply by popping into this Pinterest board.
MENTION THE STORY IN FUTURE OUTREACH:
This pitching strategy is described best as an “if you liked that, then you’ll LOVE this” type of approach to introducing yourself to members of the press who have covered stories similar to yours. As you can probably tell, the shift that I’d love for you to make in your brain is this: Instead of seeing others press success as counting you out, see it as a nudge to try to get INTO that media outlet, and that begins with this solid introduction…
HERE’S HOW IT WORKS:
Once you’ve discovered a member of the press or a media outlet that is covering businesses like yours (or even your competition), you’re going to make a strategic assumption that they may be interested in getting to know your business, expertise, and product as well! NOW you’re going to be happy that you saw that other person’s publicity because you’re going to mention it in the email pitch you send to the press target that covered them!
WHAT ARE YOU GOING TO DO?
You are going to mention in the email (and heck, even in the subject line) that you enjoyed/loved their piece on XYZ (other company, expert or product) and because of that you thought that they may be interested in learning about ABC (your company, expert, or product). Then you’re going to launch into a well laid out pitch. (*not sure how to write one? Be SURE you’ve taken our Press for Success PR Masterclass, it’ll teach you how and it’s PACKED with steal-worthy pitch samples)
Seem simple? Because it is! It’s PR, not ER, baby! This simple update to your normal pitch is solid because it shows your media target that you follow their work (because you mention a recent story they did) and that you’re aware of their beat, and that you’re part of it! KABLAM! PR power moves!
ONE FINAL NOTE ON THIS STRATEGY:
Remember: You don’t want to show that you’re the same thing as the story they just did, just the same beat (their beat). In your pitch make sure you differentiate and show your value to their readers, viewers, or listeners!
Feeling better already, right?
I hope this breakdown of the 3 simple steps you can follow to turn THEIR press into YOUR success has re-inspired you and re-energize you! Are you ready to channel this new relief and PR excitement into potential future publicity? Okay here are your next steps:
- Be sure you’re in my (free) Facebook community, packed with hundreds of entrepreneurs, experts, and makers who are regularly getting publicity for their brands, and sharing tips, strategies, and support along the way.
- No idea where to begin? Dive into my self-paced Press for Success Masterclass! It’s super affordable, filmed in easy-to-digest lessons, and PACKED with steal-worthy PR tips and templates! Enrollment also means you get lifetime access as the course grows, and you can join our monthly (!) live on-camera, online support sessions! LEARN MORE HERE!
How do you react constructively when others get publicity – or any business success – instead of turning on them or yourself? Share it with us in the comments below!