Diana Ennen
President at Virtual Word Publishing
Website Address: www.virtualwordpublishing.com
Each week on “PR Champions,” our host talks to media experts across the country. This week our host speaks with Diana Ennen from Virtual Word Publishing. To learn more check out www.virtualwordpublishing.com.
What is one PR strategy you recommend our audience to use in their business?
Sending out tips articles on their expertise to targeted databases.
What is your favorite advertising campaign that you have created for a client or participated in?
Sent a top 5 tips business article out and received 8 big publications asking for exclusive articles. Major win for client.
My favorite would be getting amazing press for VAVA Virtual Assistants. We sent out one article at the beginning of January and with that article we landed over 10 amazing places that wanted exclusives. So we wrote exclusive articles for these publications. It was a very successful campaign and we continue to submit great articles out to major publications tp showcase their business and tips.
How does your PR strategy change from working with a local advertising client to a national advertising client?
When pitching and working with local advertising for clients, we make sure it’s known they are local to the area. If we are sending a pitch out we will mention that in subject line and also in first paragraph of the pitch and maybe even more. Plus, for local marketing we see if they want on TV coverage. Some clients do and some don’t. If they do, then we create a very newsworthy pitch to the local stations. For national marketing we can send to more places as long as it’s targeted and newsworthy.
Why is the biggest mistake you see people make when pitching the media?
One and done. For media attention to work, it needs to be done consistently. So many make the mistake of only sending out one article or pitch. You want to be aggressive and send frequently. That’s when the magic happens and you get on the media’s radar.
