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Gini Graham Scott, Ph.D. is a nationally known writer, consultant, speaker, seminar, and workshop leader, specializing in business and work relationships, professional and personal development, and social trends.

She has published over 50 books, writes scripts and TV pilots, produces indy films, and helps clients write, publish, and promote their own books and films.

She has had extensive media and PR experience.

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If you are promoting a product or service, use much the same approach as in promoting a company or organization, though with some differences.

Ideally, tie your product or service to a news event. Or if this is a breakthrough product or service or is very unique, promote it as a news story. Without this news angle, editors tend to think you should advertise your product or service.

Some of the strategies to use include the following:

  • Call your local media yourself or use an in-house assistant or professional PR person to call for you.
  • Send a query letter or press release about how your product or service is very newsworthy or ties in with something in the news.
  • Target the editors who might be interested in your product or service, based on the topics they cover. Unless this is a topic in the news, target editors who cover your field, as well as general business and possibly feature and lifestyle editors.
  • Put on a special event launching your product or service and invite the media to attend. Tying your event to one or more charities can help you gain press interest.
  • Promote yourself as an expert who can comment on that topic because of the types of products or services offered by your company.

Ideally, create a 1-3 minute video about yours products and services which you can put on your website or YouTube and include a link in your query or press release.

You can send out a query letter or press release to thousands of contacts in the media yourself or work with a publicist who can do a more personal targeted campaign to selected media.

For more details, see the books: The Complete Guide to Doing Your Own PR or The Complete Guide to Using LinkedIn to Promote Your Business or Yourself, or set up a consultation on creating a campaign for yourself.

To send your query letter to thousands of media contacts, use our affiliate company, the PR and Networking Connection . If you want a PR person to make the initial contact or follow-up for you, we work with a few PR pros in L.A. and can refer you.

The Complete Guide to using LinkedIn to promote your business or yourself The Complete Guide to doing your own PR






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