In another blog post about Branding, I discuss on why it’s important to build your brand…and your business. A major piece of your brand is your public relations strategy.

This post is the layout on how to improve exposure for your CrossFit gym by using a tried-and-true public relations strategy. In return expect to see growth in your affiliate from a variety of angles.

 

Connect with local influences who have audiences

How do you want to be known in your community? As a business who goes about your day or how about as a business who gives back and makes impact in your community? Do you want to be known as the expert in your field and the go-to source for fitness? I’m assuming you said “Yes, I want to make an impact.” Align yourself with key influencers in your community. These are the people who write for the newspapers and magazines, do stories on the local news, have well read blogs, have a facebook group or following. Send them a little note letting them know you have some great content to share and help make their job a little bit easier. You want to create a win-win scenario for both of you. When you associate with people of high value…others associate you as a high value person. You build your network, build your influence and brand your business as the expert.

Which leads me to my second point…

Create good great content!

You should be writing and posting on your blog, facebook page, google+ and youtube regularly. Do you see how many news stories come out during the first of the year on how to set goals and get fit? Why aren’t you being asked to interview for those stories? Because people don’t know you’re there. Write and publish timely articles that happen throughout the year…publish a video from your iPhone to youtube on how to set goals, or do a deadlift. When you have great content associated to your name or your business name, the local news/charities/organizations are going to look to you for their publications/partnerships. Don’t be afraid to pitch ideas to these organizations on what you are doing.
Every couple of months, I send out emails to my network of local influencers letting them know about the great content that I’ve created along with potential story ideas to help get through their timely news cycle. Here are two examples of as of the time of this post.

November 2014 – Video on KOMU8 a Local NBC News Outlet on how to eat healthy uring the holidays.

January 2015 – An article in Columbia Prime Magazine on setting goals.

Send out a press release?

In my first career, I write/give input into a lot of press releases. While they’re not going away anytime soon, they still provide some value. I wouldn’t write a press release with every little detail on what’s happening at my gym, but I would write one about a huge event that I’m hosting that’s supporting local charities. Press releases provide good exposure, but you don’t have to be super professional using these to announce everything that is going on in your business. Many local news agencies have a place to submit news on their website or find their beat reporter that deals with your business news/event. Remember the relationship with these key people is a give and take. Provide as much value to them and they’ll return the favor.

Share your events!

You host events as part of your retention strategy, why not post them publicly? We use a great tool for our website called The Events Calendar by Modern Tribe. It’s amazing! If you don’t want to do that, publish a blog post with your upcoming events and details.

PR Contact List

To make your job as easy as possible, use this excel sheet to keep your PR contacts organized so that you know who you should contact to share information.

Promotion Schedule and Workflow

To get your message out effectively, you need to develop a strategic promotion schedule. You can use our FREE monthly editorial calendar as a great starting point to build consistency in your messaging. Each month, spend the time planning what content you are creating and where you are publishing.

The Editorial Calendar is great to keep you organized on what you’re publishing on your channels(website, facebook, etc), but make sure to have a step by step workflow to keep you organized and pushing content to the right places. Here’s an example.

Special Event Promotion Workflow
– Publish event on website
– Create Facebook Event and invite all members of your community
– Submit to local event directories
– Send event details to PR list

In Conclusion

Public Relations is not a complex task, but can be a great avenue to create buzz in your business. When you build these tools, document the process and excute, you create a system that you can then delegate to individuals on your team.

Mike
Founder at TheBoxBusiness
CF-L1 Trainer. Owner of CrossFit COMO in Columbia, MO. Founder of TheBoxBusiness.com. Former College Professor.

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Sign up today for FREE and be the first to be notified on new updates. As a bonus, receive our FREE report "Go Viral....5 FREE tools to build buzz, generate leads, build authority and GROW your gym." Bonus #2: Feed your Funnel: 7 Proven Strategies to geenrate leads for your Gym."

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