We’ve all heard the advice to “go big or go home,” right? And while this mindset may serve you well in some business situations, it’s not the greatest advice in other business situations.
For instance, when you’re talking about a “go big or go home” PR strategy you may think of outlets like Forbes or The New York Times, and anything else is a bust. (Of course, you could insert any big, national publication in that list, but you get our point!). In business, there are plenty of times you should shoot for the moon—but you don’t always have to buy into the idea that a major publication or media outlet is the only tolerable option for PR coverage. It’s not.
In a recent episode of Served NEAT, guest Ali Kriegsman (co-founder of Bulletin and author of How to Build a Goddamn Empire) discusses the importance of what she calls PR microdosing. PR microdosing is a public relations strategy that prioritizes coverage in niche media outlets—local publications, etc.—as a way of getting your business in front of its target audience. (This is something we’ve been doing at NEAT for years without assigning a name to it! Thanks Ali!)
We recommend PR microdosing because putting your effort into gaining coverage in small, localized outlets can be not only more successful but also more effective than putting your effort into gaining coverage in a massive, national outlet.
Why does PR microdosing work?
Gaining coverage in a massive, national news or media outlet usually doesn’t happen overnight—it takes connections, patience, and that perfect pitch. If you do win that coverage right off the bat, great! You’ll gain access to a lot of eyeballs. But are they the right eyeballs? Maaaaybe. And maybe not.
PR microdosing doesn’t go for that really broad audience of a mainstream pub or national media outlet. It goes for a smaller, more specific audience, and this can be a perfect solution for online businesses looking to gain visibility among a certain group of people. This is especially true if your business could benefit from attracting the notice of a local market.
Here are some examples of PR microdosing opportunities:
PR microdosing is a far cry from the “spraying and praying” approach to PR. Rather than sending out a million carbon-copy pitches to big media outlets and hoping one sticks, try shifting your focus to smaller outlets that reach your ideal clients. In our podcast episode with Ali Kriegsman, Ali describes this as a sort of sweet spot for PR, and we couldn’t agree more!
In fact, whenever there’s an opportunity to work smarter not harder, we’re all over it! Going for a niche audience ensures the eyeballs your PR is reaching are valuable eyeballs. The small publication or outlet may not have as much national clout or prestige as Forbes or The New York Times, but it is often the coverage in local, niche publications that moves the needle on PR efforts. Get that coverage first, and then what the heck, pitch the NY Times too!
Book a call with us to discuss how a PR microdose could work for your business!