Getting press coverage for your business can be difficult, but it doesn’t have to be. In this blog post, we will discuss how you can get press coverage for your company and increase your chances of generating more revenue.
It may seem like you need to be a celebrity, hire pr professionals, or have an eye-catching product to get media attention, but that is not the case.
There are many people and companies who don’t think they’ve got what it takes to be a subject for press coverage, only to find out later on that all they needed was a little guidance from someone nearby with the right connections!
We will discuss what it takes to get media coverage for your business and how you can increase the amount of press that you are receiving.
The benefits of media coverage
Before we dive into the value of media coverage, it is important to understand the benefits that you can get from this type of press.
A major advantage of getting media pr for your business is that it provides exposure, which leads to more visitors and potential customers.
Media coverage also helps increase awareness about your company’s products or services in a way that other types of marketing may not be doing in your other marketing channels.
If you have a startup looking for more funding, media coverage can help you get in front of investors who may be interested.
Another benefit to getting a lot of media attention is the potential increase in your company’s credibility and influence, as well as an overall boost to brand awareness.
Getting exposure from outside of your traditional network of followers will allow you to reach more people and help potential customers learn about you.
There are many ways for the media to notice your business, but the best way is by creating a content plan with these goals in mind:
– Stay on message. This means making sure all of your messages match up not to contradict each other or confuse anyone.
– Be interesting. You should try to be unique, provide new information or think outside the box when you have media opportunities.
– Speak in your voice, and don’t try to sound like someone you’re not. This is especially important on social media sites, where it’s easy for people to sense what they are saying if there isn’t a personal connection.
– Be consistent across all platforms, and don’t forget to measure your results! Keep track of how many people are clicking on your links or who re-tweeted you so that you can see what is working best for you.
Part of your success is who you know or get in touch with the right people.
Gather contact details for relevant journalists and editors
Finding the right people in media can be difficult. To do this, start by finding the right keywords for your target media outlet and open up a new document in Google Drive or Microsoft Word that will serve as your contact database.
Include all of the following information:
– Publication name
– Contact name (editorial staff)
– Email address
– Phone number
– Twitter handle
– Personal website URL (if applicable)
You can find this information by using a simple Google search.
– Type a sentence or two about the publication
– Include any other contact details that you may find interesting (contact name, email address)
Note: If there is an Editorial Staff Directory on the website for your target media outlet, this is one of the best places to start looking. This will provide you with the contact name and email address of the person you should be contacting.
Are you still having a hard time finding publications? Type a search related to your business or your startup into Google, then click news.
It’s likely that if the journalist wrote about a topic that relates to what you do, they might also want to write about you.
Once you’ve compiled all of this information, it should be more straightforward to reach out and pitch a story idea. However, when contacting the media outlet, remember not to send them unsolicited content – such as articles or pictures – without their permission first!
The final step is to follow up with the media outlet. After sending your pitch, it’s important not to wait for a response before following up again in about three days’. Checking back now and then will increase your chances of getting coverage on their site!
Write Your Press Release
To help you get press coverage, you now need to write a compelling PR piece about your product, startup, or entrepreneur profile.
Write your release to get the story of your business covered in a media outlet. Your purpose is not necessarily on getting an article written about you, but rather for any opportunity that arises from it, such as syndication or authorship opportunities about your product or target market. A successful release will be concise and provide enough information for someone else who may want to write about your business will be interested.
A well-written release will be concise and provide just enough information for the media outlet to know who you are, what your story is about, where it can find more information on you as a company, and any other relevant details such as products or services that they may want to cover in their publications for your customer.
The easiest way to write a great news story is to hire a professional writer.
If hiring a writer isn’t in your budget, here are the elements of well-written press releases:
Grab the reader’s attention with an interesting title
The first thing any journalist will see is your title. Therefore, it needs to be catchy and intriguing enough for a journalist to keep reading. Some elements you can add to your title to make it interesting are:
An interesting statistic:
If you can include a shocking statistic or a surprising statistic, you are more likely to get them to stop and read. If you can use a huge number, a journalist will be more likely to keep reading your.
The promise of a discovery:
If you can offer the promise of a new find or something that will be revolutionary for their readership, then they will want to know more about it.
Tie it in with current news:
If you can tie your product in with current events that are getting media exposure, you are more likely to get their attention because the recent news is already getting PR.
Localize your headline:
If you can make the title more localized to where they are based, then it is a better chance of them reading and giving you PR in your local area or target audience.
A unique take on a topic:
If you can offer a different take on something they have seen before, it is more likely to get PR.
Provide a hook for your story
The first paragraph of the press release should be a hook to engage journalists. It will often say something about your business, what you do, and why it matters. The goal is to make them stop reading everything else in their inbox and read yours instead!
Good hooks may include:
– Introducing new data or statistics that capture the attention of journalists
– Giving recent developments in your industry that will make good headlines
– Providing a story that the media can cover to give positive press to your company or clients. This may be about an event you hosted, a campaign you launched, etc.
If you can get the journalist to relate to the story you are telling and care about what happened to your business, they will be more likely to pick up your topic and cover your story or product.
Remember, journalists are in the business of getting readers and get pitched 100’s of times so standing out by showing the editor that you understand their needs and can provide a story they will want to write about is key.
Include quotes from key players in the article
Journalists are no different than you and me, which means they can be lazy. Including quotes from key players in the news bulletin will help them get their jobs done. Journalists want to know who is saying what, so they can quote sources or call them for an interview if needed.
You want to give them something they can copy and paste so they don’t have to work too hard.
If you are unfamiliar with the journalistic process in publications, it is helpful to know that journalists typically look for:
– Media publications love quotes (to attribute statements)
– Information about who is saying what (verification of facts)
Let’s say, for example, you have an influencer person talk about your product, you want to include their quote word for word so that the journalist doesn’t have to do the work of looking it up, or worse yet, misquote them in their publications.
If you’re a small business, include a quote from prominent figures in your local community. This will make it easier for the journalist to find someone who knows you and can comment on your success story.
Journalists love statistics. They can easily copy and paste into the story they’re writing. So, you should make sure to include a few statistics in your release that are relevant and will be great for them to use when it comes time for publishing.
Have you ever heard someone that made a 2-minute story into a 30-minute story? How quickly did they lose your attention?
Journalists have to sift through 100’s of press releases to find the most relevant ones. As a result, they will likely skim your release, and if it is more than 300 words, they probably won’t read any further than the first paragraph.
If you want journalists or bloggers to write about what you do, make sure your story starts quickly and provides a clear message in no more than the critical info you need to get across.
Include contact info and company information
Since you were concise and straight to the point in your release, you have a chance of being contacted by journalists for press coverage.
They may contact you for more information or to request a quote on the story.
Provide them with enough of your contact info so they can reach you quickly and efficiently. The easier you make their life, the more likely you are to get a story written about you.
Keep in mind that journalists typically cover stories on behalf of their target audience. So while the release may be more for investors, reporters will write it with an eye towards their readership and what they want to know. What do your customers care about? How is this relevant in terms of them?
Writing/crafting an email pitch for press coverage
Now that you have found the right journalists, found their email addresses, and wrote your PR piece, the next step is to plan your email.
Keep these rules in mind:
- Personalize the email and use their name throughout the email
- Keep the email concise- no more than two paragraphs
- Include a link to your pr or website with all relevant information about what you are pitching.
- You want it to be as easy for them as possible, so make sure everything they need is there!
If you follow these guidelines, you prove that you’re not using a shotgun approach and truly believe they will be interested in what you have to share then you can avoid a lot of mistakes.
Here is an example of an email format:
Subject Line- Headline of your release that you think they might be interested in
Dear [insert the name of journalist]
I am reaching out to you about my organization’s recent release, “Year-End Press Release.” I found that you have covered similar topics in the past and think you would be a good fit for this article.
Please let me know if I can provide any additional information so we can discuss the next steps!
Sincerely, [insert your name]
This email should follow these guidelines:
– Clear subject line with an attention-grabbing headline
– Provide a brief overview in the email
– Include your contact information, and be sure to mention any social media accounts you have, preferably Twitter.
By making it personal, you’ve opened up the door for them to respond positively and the opportunity to follow up with another email that includes press coverage on the same subject as before. Say something like: “I’m glad to hear you liked my last article. I have another one that may be of interest.”
You now have a friend in the press who can give you press coverage.
You don’t have to be a business mogul or celebrity to get articles written about your business. The key to being noticed is developing a press release and contacting the media when you have something newsworthy or interesting to say.
– Developing a release starts with researching who would be interested in reading it, how they will find out about it, what kind of information they want (examples: statistics or business news), and when they typically read it.
– When contacting the media, you should have a short email or phone message written that is easy to understand and explain what your story is about in just a few sentences. You might also want to attach a press kit that contains background information on the person or organization releasing the news, as well as a press release.
– The key to writing an effective press kit is making it easy for the media representative to find what they need quickly and easily, so they don’t have to search through all of your information to get some basic facts about you or your company.
If this sounds like a lot of work, let us do the heavy lifting for you. We’ve got a team of writers who’ve written over a thousand press releases collectively and a network of publishers who love to work with us.