Getting your business noticed can feel like shouting into the void, especially with a small marketing team or limited budget. Imagine using the media as a megaphone to broadcast your message to a bigger crowd. Get ready for the spotlight – when you know how to get media coverage, the opportunities are endless.
While large corporations might hire expensive PR agencies, securing press coverage for your small business is possible.
Why Your Small Business Needs Media Coverage
Sure, social media is great, but knowing how to get media coverage in a respected media outlet offers inherent authority. Brand loyalty skyrockets when customers look to you as a go-to expert in your industry – it’s a badge of honor that fosters trust and respect.
Let the spotlight shine on your brand with some favorable media attention – it can bring in new investors, polish your image, and surge your website traffic. Think of it as word-of-mouth marketing on a much larger scale, amplified by trusted sources.
Understanding How to Get Media Coverage
This section is for everyone, from startups to growing businesses, but specifically for those who want a DIY approach. There are essential steps involved that, when understood, greatly increase your chances of getting media attention.
1. Craft Newsworthy Content
Before you start pitching to every journalist, remember they are incredibly busy. Break free from the pack by generating content that’s forged from intense curiosity and acute awareness of what’s happening now. Journalists are far more likely to pay attention to data-driven content than generic pitches.
Press releases should pack a punch – make yours count with attention-grabbing headlines and engaging content. Focus on a captivating headline that summarizes the main point. Use clear, concise writing and include bullets for easy readability.
Make sure your release answers the journalist’s Five W’s: Who, What, When, Where, Why, and the How.
This is where the art of compelling narrative comes in – getting people invested in what you’re saying. Grab onto something that really pops. Whether it’s a heroic act, a devastating tragedy, or a real-life drama that grabs our emotions, or the critical issues like our fragile climate that demand attention – make your story matter.
Hook into the bigger conversations dominating headlines, and find innovative ways to make them relevant to your sector. For instance, let’s say you run a small health food business. Imagine discovering an uptick in certain vitamin deficiencies within a specific age group – that’s valuable data.
Get curious, get creative, and get researching – then, use those juicy findings to craft content that truly resonates. Now you can harness the press to spread your message far and wide.
2. Identifying Your Target Audience & Building Your Media List
Understanding how to get media coverage relies on identifying relevant journalists and media outlets.
Spend time considering your target audience and who you want to reach with your message. Then, identify journalists who regularly cover your industry, from small, specialized outlets who cover local media to large, mainstream publications. A good starting point? Look to the publications you enjoy, and note who has been writing about related issues. And dont’ forget to take advantage of local news and local tv. They could be a great resource for you.
Once you’ve built this list, you’ll better understand how their content is structured. You’ll also gain a sense of what each media outlet tends to publish.
Many reporters list their email with each published article. In the same vein, exhaust resources like social profiles to locate those elusive email addresses. Worst case, use their LinkedIn profile to connect or identify the email address of the news desk as a starting point.
Once your target audience is more clearly defined, tailor your messaging. Adjust your story angles and tone to each specific journalist or outlet. Your outreach becomes infinitely stronger when you’ve taken the time to demonstrate you understand their readership or viewership and what resonates within each outlet.
Remember: relevancy is everything. Identifying talents who can augment your network is another area where this concept comes into play. Foster these relationships and you might just find yourself walking through doors that were previously off-limits to your business.
3. Building Relationships and Pitching
Forming real relationships is key to successful PR. Businesses no longer rely on mass email blasts for good reason. You don’t need a huge network to start, just one good contact.
Attend conferences, join online groups, and respond to posts from journalists and entrepreneurs – these connections can lead to new opportunities. Genuine connection always outweighs impersonal outreach and generic blasts. It’s best to strengthen a relationship with a journalist before even needing them.
Reaching out early not only demonstrates sincere effort but when done right, can make all the difference in getting press because they see you valuing the relationship outside of wanting something.
Is it featured on their press pages or promoted on social media channels? A successful media list starts with careful consideration of these essential details – don’t overlook them!
After you’ve laid this groundwork, it’s time for the pitch. Most top-tier publishers find between 50 and 500 pitches a week, which makes this process pretty overwhelming. Before clicking send, keep in mind that most reporters get their story ideas from social networks and other media outlets.
Reporters often favor pitches that feel authentically aligned with their niche. For example, say a local politician is facing public scrutiny over claims they haven’t kept promises surrounding climate change efforts. Now, let’s also say you just released new research around this topic, and a journalist has previously covered a related story. The chance of connecting goes way up when you emphasize the points where these events overlap.
4. Be Persistent, Consistent and Adaptable in How You Get Media Coverage
Persistence doesn’t have to mean constant nagging or aggressive outreach. Just remember that journalists are bombarded with requests daily. Once you’ve established a connection, make it a point to maintain it, always offering value.
Show up consistently, and people will learn to bet their bottom dollar on your word – that’s when your real value kicks in. When journalists seek out expert voices, they’re looking for substance over fluff – sharp, concise quotes, surprising stats, and viewpoints that reveal something new.
What if your business became the customer’s safe haven, a trusted destination they couldn’t imagine living without? Respond to queries by journalists but make sure to meet all the requirements. Responses should shine with authentic wisdom, never just scratching the surface.
Along these same lines, there will be times when an event happens, and no one from the press shows up. Don’t panic, just adapt. Share it as a post-event press release, making sure to highlight key messages, such as speakers, attendees, and unique facts or stats. So, what’s the hook that takes it from ordinary to mesmerizing? That’s what you want to highlight.
FAQs about how to get media coverage
How do you attract media coverage?
Attracting media coverage often relies on several crucial things. The first question to ask is: does your story have the makings of a breaking news piece? Understand what topics journalists and news outlets gravitate toward.
Think new research findings, breaking news that directly affects people or relevant industries, and original insights that change the conversation or offer new ways of approaching a commonly shared problem – you get the picture. Equally important is the pitch: make yours stand out.
What’s the magic formula to get journalists to bite?
If you’re looking to get the media to cover your story, start by building genuine relationships with journalists – before you need something from them. When you focus on the relationship first, asking for coverage feels less awkward and more authentic.
But before you even start building that list, determine which stories will resonate. Look at what topics outlets gravitate toward and then find your unique angle. Remember that even in today’s fast-paced, often chaotic news cycle, a compelling story with a strong human-interest angle will never go out of style.
It’s not about being flashy – it’s about offering a story worth telling.
Think of media coverage like a marathon. Persistence, strategy, and genuine interaction are the Holy Trinity of achievement – get any one of them wrong, and you’re stuck in neutral. Building relationships with big and small outlets isn’t about following a formula – it’s about people, trust, and mutual value.
Consistently reach out with relevant information or data, ensuring you’ve fully researched the outlet and tailored your message accordingly.
What’s the magic formula for figuring out media coverage?
For starters, don’t fixate on metrics as the primary gauge of success. Stop trying to accumulate followers and start investing in the people you meet, both online and offline. While a sudden spike in mentions or website traffic might provide a temporary thrill, the objective here is to garner long-lasting visibility that builds authority and consumer trust.
Conclusion
Whether you’re a seasoned pro or just starting out, knowing how to get media coverage is critical. Our blueprint has got you covered with battle-tested strategies and proven results. However, one thing to remember is that building successful media relationships takes dedication. Consistency is everything. Ratchet up your media profile by offering constant value and unfailingly courteous interactions. You just might be surprised by what happens.
