Manar Al Hinai: Cover all the bases to promote your cause when marketing on a budget

Doing your own PR will save the business money, but tailor your approach carefully, writes Manar Al Hinai.

If you dedicate enough time and do your homework, then you could get the desired media buzz about your company without hiring outside help. Let’s face it, PR agencies are not exactly cheap. And if you are starting out on a tight budget, then paying a large sum in return for their services is probably bottom of the priority list. However, there’s no denying that attracting some media attention can be crucial in your start-up phase, giving your company the boost it needs. That is why we sometimes have to resort to plan B, and do it yourself.

When I founded a clothing line back in 2010, I conducted some online research online on how to access the press. Although I hold a BA in mass communications, I needed more information and wanted to hear from others who had gone down the DIY route. Without the resources to hire a PR firm, I needed to do the work myself and I applied what I learnt with some great results.

Within a month, I’d landed a feature in a newspaper, a cover story with one of the region’s leading fashion magazines and another feature in an international fashion magazine. Soon enough I began appearing on TV shows and fashion blogs, discussing my collection, my vision and how I stocked my line in four leading boutiques around the GCC.

That experience also helped me when I launched my branding and marketing consultancy at a later date. I have now built up a network of media professionals, bloggers and editors. And the key to landing all this coverage is that I had to keep in mind that it was never about my story, but what the readers needed to learn. Let me walk you through the process and discuss how you too could build awareness about your brand:

• Your approach has to be personal

When you approach journalists and editors with your story pitch, don’t send a mass email cc’ing all the editors. If there is a particular journalist whose work you like, then make sure they know that when you make your approach. Comment on the last article you have read of theirs, or say how you follow their work and explain why they might be interested in covering your story. This approach builds familiarity, and as a result you are more likely to receive a positive response. Every journalist is looking for a story that their audience will love, so you need to outline why your story is one to include. So before emailing everyone on the editorial team with your story pitch, do some research and see what kind of stories journalist X covers, and find out who their target readers are. If they match your profile, then go for it.

• Keep it short and sweet

Journalists are bombarded with story pitches every day. Time is of the essence, so avoid sending lengthy emails. Keep your pitch short, to the point and include all the necessary information including your website and social media handles. This takes us to the next important point.

• Your subject line should say it all

To guarantee a journalist or editor actually reads your pitch, you need to have the right subject line to get them to open your email in the first place. There are countless ways to tell the same story. Make sure yours stands out. Again, keep it short but powerful. This isn’t easy, so give yourself time to come with up with the right formula.

• A picture is worth a thousand words

If you recently launched a product, then include a link for your fashion look book, photos of your venue or of your product. Invest in some good high-quality photos taken by a professional rather than simply taken on your phone. In addition, since high-quality photos are often large files, it is best to send them as a link or a compressed file to avoid the email being rejected by the email server due to its size.

Manar Al Hinai is an award-winning Emirati writer, who manages her branding and marketing consultancy in Abu Dhabi. Twitter: @manar_alhinai.

Follow The National's Business section on Twitter