Public relations is much more than just a press release. A planned approach that utilizes many different methods will increase your probability for success and generate the kind of PR you want for your disc jockey business.
There are several P.R. avenues that can increase the top-of-mind awareness among your current clients and target prospects. As always, this is most effective when used in conjunction with other advertising and marketing strategies.
Chief among the opportunities to gain visibility for your DJ company are:
1. Speaking Engagements: Speak for free to audiences that are part of your target market. This can include Rotary clubs, chambers of commerce and trade associations. Public speaking engagements are like making a sales call to many people at one time. They give you instant credibility as an expert and people like to buy from experts. Many times the speaking engagement is publicized ahead of time, and sometimes the media will show up at such events. Avoid speaking in July, August and December as attendance is generally low during these months. You can cut fixed costs by doing joint-venture marketing. Understand that the majority of your money will be made on the “back-end” by booking events.
2. How-to or advice articles: There are loads of weekly and daily newspapers, business magazines, trade publications, and print and electronic newsletters to which you can pitch your topics of interest. Articles don’t have to be long, they just need to be informative. Whenever possible, maintain the copyright so you can offer the same articles to different publications. If writing is not your forte, there are plenty of freelancers who can ghostwrite articles for you under your name.
3. Newsletters: Writing a newsletter is another way to keep your name top-of-mind. This can be online (e-zines) or printed. Newsletters contain content valuable to your target market and information about your products and services. Send them to your client and networking databases through e-mail or regular mail.
4. Television & Radio: Too expensive, you say? Not if you are being interviewed or calling in on a talk show. Compile a list of answers to anticipated questions or FAQ’s for producers.
Think Interesting and Newsworthy
A press release is the spark designed to prompt a reporter to want to write a story or an editor to assign it, so think along the lines of newsworthy and interesting topics. If you’re not sure about what you can write about in a press release, consider these ideas:
1. Introduction of a new product or service
2. Celebration of an anniversary
3. Announcement that your DJ service is putting on a free seminar
4. Opening up a satellite office or location change
5. Receiving an award
6. Announcement of your availability to speak on entertainment and event-related subjects of interest to the general public
7. Participation in a charity event
8. Earning recognition in the DJ industry
9. Establishment of a unique vendor agreement, partnership or alliance
10. Announcement that someone in your company has been named to serve in a leadership position in a community, professional or charitable organization
What free press has your business received as a result of one or more of the above? Inquiring minds want to know!