It can be hard getting media visibility, yet free coverage for you and your company is invaluable for promoting you, your brand or a specific product or service you offer. Media coverage can either generate new business or drive it away. The challenge is not only how to get exposure but to ensure you get your key message across in the way you want.
We've put together ten tips to help you understand how to head off potential problems with journalists and get the results you want.
What the media is looking for not what you want A journalist is looking for new stories and fresh angles on old ones. Try to put yourselves in their shoes and think about what you can offer. Think of what is newsworthy - what is new, interesting, quirky etc and what unique insight you have Develop a strategy What is my aim? Why do I want to have a profile in the media and how will I gain from it? Then work out how that’s best achieved through the media in your areas Get to know the media in your area Which magazines/programmes/ papers cover what you do? Which is the most influential and therefore the most important to contact Get to know a journalist Understand who on a publication/programmes is responsible for writing about what you do and make efforts to become a useful source. As a result, they may well come back to you in the future Always have ideas Approach a journalist with possible stories, don’t go empty handed. The journalist wants to know what you have to offer in the way of ideas, contacts etc. This will help to ensure you become a fixture in his/her contacts book Presentation is all important Know about the different ways in which to present ideas (press releases, verbal pitch, written proposal) and which is the most appropriate for your contact Develop key messages and thoughts Don’t provide too much information – it will overwhelm. Work out the essence of what you want to say and provide approximately three key messages which can be used Don't give up At least not straight away. If you haven't had a response from your email, try calling the journalist. They'll receive so many pitches, you need to bring yours to their attention Know when to say no Understand what the pitfalls are of talking to the media. If you think it does not serve your interests or may cast you in a negative light then consider remaining quiet Always get feedback After doing an interview or giving some information follow it up. Check to see how it was used and if not why not. Constantly evaluate your performance and contacts with the media
Following these steps can help you gain a foothold with the media and win beneficial and free coverage!
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