As a publicist representing countless clients over the past years, there are many times that media requests come in that may not be on the client’s top ‘wish list’.
Perhaps the request is a smaller blog, a podcast that does not reach hundreds of thousands of people, or a local paper or freelancer. These may not be what we consider to be A-list media, but as I explain to many clients, do not discard the opportunity so quickly. My team and I have handled high profile projects; product launches, lifestyle, books, film, franchises, business, start- ups etc. When a smaller media outlet makes a request for an interview the initial reaction is often, ‘pass.’
But- Should we pass?
Our team at KBC Media have had clients on top tier shows such as The Today Show, GMA, Fox, CNN, MSNBC, CNBC, PBS, BBC, Talk Shows such as Rachel Ray, Wendy Williams, Dr. Phil, Dr. Oz, The Doctors, The View, The Talk, top print – newspapers and magazines.
One particular client I recall, we launched on a few of the national shows, but I also encouraged her to accept a few smaller podcast interviews and niche blogs. The client reported back, because the ‘niche’ blogs and podcasts hit their target audience they actually made more sales than the national shows.
The name recognition and branding are crucial to any new launch, but to hit that target demographic, perhaps the smaller niche outlets are also truly beneficial.
I have also explained to clients that you never know who reads the smaller blogs or hears the podcasts. I had a client who was only being interviewed in the smaller outlets, until a national editor read a blurb online and we landed a national magazine.
There is value in all high-quality interviews and if that smaller blog one day turns into a viral success, they will remember you and ask you back for follow up interviews. With proper keywords in the article, it will land in google searches and you may gain an audience.
As you embark on your PR campaign, my advice is quality not always quantity!