Is there a good way to get your business some media attention? An important part of your business’s marketing efforts is going to be gaining media coverage. Attracting that media attention is the difficult part though. If you learn from companies that are getting attention from journalists on a regular basis, you can try to translate those concepts into your business in order to increase the media attention on you.
Since there are some tested and proven ways to get your brand noticed in the media, you won’t have to think too hard on ideas yourself. Start with understanding what the media outlet likes to cover and then follow these tips to get your company noticed.
What does the media outlet cover?
Media pitches are often mismatching with what an individual journalist, a show or a publication is covering. Since each media outlet has their own style based on their target audience even though they are covering the same news stories, it’s important to recognize the different styles in order to offer news and an angle that matches too. Learn these distinctions by watching the media, listening and reading on a regular basis.
Once you’ve done this
After you’ve figured out how what the media outlet covers and the various styles of portraying a story, you need to start making good decisions on how you contact them. For starters, you need to use email rather than calling on the phone. Media pitches should go through email even if you are tempted to call because voicemails take too long to listen to while a busy editor is more likely to skim your email message and consider your story.
You do have to reach the right person which is why a PR can come in handy. An email to one person won’t be seen by everyone so it’s hard to know who to talk to. You can go through a main contact form since media outlets typically use software that will direct communications to the right desk depending on certain words in the message. Try to target the media outlet’s regular feature so that you can schedule your story to run in an online publication or in print where your story would fit. They need to fill these slots anyways.
Look like an expert
Make sure when you do reach out that you portray yourself as an expert. Send an email about being an expert and available for media interviews every few months because if you get quoted in something, you and your business will be recognized in the industry. Your email may get saved by an editor for future reference.
Of course if you’re going to all of this trouble, be easy to reach for an interview. Journalists work under tight deadlines and don’t want to struggle to reach you for their expert source. Make sure you have a phone number on your website for media inquiries. Being hard to reach will not get you another attempt to reach you.
You could even create a resource center for media so that the media will find it easy to cover your business. If a media page is made, you can have it set up for the media to easily grab your colored logo, your black-and-white images of your products or headshots and facts or stats about your business. They are more likely to cut you altogether if they are struggling to get one piece of information from you for a story.
Social media and events
Once you’ve tried these methods, start using social media and public events to your advantage. Tweet at them to try to connect with journalists on Twitter offering something relevant and including their @handle. Make sure the tweet is concise, clever and useful. Then, try to engage on Facebook with their active media page. Share their stories, comment on posts and “like” their reporter pages too. Hopefully, they’ll notice you and others will notice you too.
Consider hosting a special event in which you can invite them. They may be interested in stopping by if you offer easy access and offer to speak to them on any press release issue. The event may be a good chance for you to address the press or ask questions that you have. Just be gracious and don’t brag if they decide to cover your news. If you can’t host an event, attend a community event where they may be present.
Keep track of breaking news in case your company would be perfect for the story. If you run a heating & cooling business and there’s a sudden heat wave coming to town, try to pitch to them in order to show you are an expert source on the topic. You could also try working on a charitable cause so that your name and business gets mentioned and the media may take notice.
Use these creative tips to get the media to notice your company and don’t be afraid to take initiative.