Getting good publicity isn’t easy, especially if you’re looking to get consistent, positive media coverage.
The way the media works has changed and journalists are now competing directly with online publications, social media influencers, bloggers, and even the general public to break news. Journalists are evaluated based on the number of clicks their stories get; fail to deliver stories that attract plenty of clicks and the journalist may find themselves out of a job.
That means journalist are more discerning than ever before when it comes to which stories they’ll run with. And they depend on public relations agencies and their clients to deliver strong stories that are well-packaged.
You may have what seems like a great story but if the journalist can’t figure out how to make it work for their publication or program, then it won’t see the light of day.
To make sure you are getting the media coverage you deserve, follow our three top tips:
1. Build relationships
This is where a good PR company comes in. They specialise in building strong relationships with relevant journalists and publications, and they will most likely have existing relationships that you can leverage. One thing to bear in mind is relationships take time and trust. If you have an important story coming up, start to build relationships sooner rather than later. Demonstrate to the journalist that you deliver on your promises and give them good stories, and they’ll be more likely to trust you in the future.
2. Know what you want to achieve
Make sure you know what you want to achieve with your media coverage and work backwards from there. Don’t pitch to a B2B tech magazine if you want more customers for your consumer products. Don’t demand coverage in the financial pages if you don’t have an investor story. Start with your ideal customer profile and find out how, when, and where they are finding new information and getting their news and advice. If your target audience watches YouTube videos, there would be little use in getting coverage in a print magazine. Instead, talk to a well-known vlogger about setting up a product review.
3. Deliver quality over quantity
No one has unlimited hours to spend pitching stories to publications that are unlikely to run them. It’s better to get one mention in a highly-regarded magazine read by your ideal customer than 10 mentions in a broad-reach publication that might not ever get to the right person.
Want more information about getting more media coverage for your business? Attend our free breakfast seminar to find out what makes great content for a story, the most common mistakes companies make when engaging with the media, and how to prepare for a media interview.
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