Reaching out to the media is one of the most popular and effective ways to get publicity. However, it’s quite a challenge to impress them, especially with a lot of noise happening in getting media coverage.
Despite the challenge, there’s an easy way to get their “yes” than “no.” Here are proven tips that you can apply when distributing your press releases.
- Identify your target journalists.
You can’t beat around the bush. You have to target journalists who are more likely to cover your story. Begin your research.
Build a media database. Include all vital information that can help you build rapport with them. Know their beat, interests, social media channels and their most recent work.
- Place your story where it can get publicity.
When you write releases, you should not just focus on making it newsworthy and relevant. You should know how you can get it into the hands of journalists who can give you publicity.
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- No to email blasting.
As marketers or PR professionals, you should never, never send unsolicited pitches to reporters. For a fact, they don’t appreciate it, second, it rarely gives a chance to score publicity.
Whether you’re a startup or not, you should not send pitches to anyone you haven’t connected with before. Keep in mind that in the PR business, relationship matters.
Send your pitch when you have made a connection to a reporter through the social media or you have reached out face-to-face. You should be more than 100 percent sure that they cover similar stories.
- Offer exclusive.
Sometimes you have to offer exclusive coverage to improve your odds of getting publicity. Reporters like it when they are the first one to bring the news to the public.
- Don’t underestimate getting local coverage.
Every brand dream of getting media coverage from national outlets. However, don’t be carried away because the publicity that your aiming can sometimes come from local publications.
First, pitch your story to local news and media sites and reporters. You get a better opportunity than vying for national publicity that usually has a very steep competition.
Most of the times, national publications get stories from their local counterparts. So, don’t focus your plan on the big ones only.
- Help the reporters.
If you want to have a long-term relationship with the media, you have to help them and make their lives easier. Since they really don’t have time to get brand assets that they can include in their stories, offer help as much as you can.
You may not land publicity, but it doesn’t mean that you’ll stop giving efforts. It could be one way that you can build rapport with them. Continue to pitch story angles.
Provide them with resources for their stories. Soon, all your effort would pay off.
- Short and interesting releases matter.
Most journalists complain that most pitches they receive are boring and plain. They are bunch of releases that are stuffed with jargons, long, quotes and statistics.
To impress reporters, why not write short and succinct pitches? Although short, it should be rich in details. Write the key ideas on bullet points, they don’t mind it.
- Plan a great strategy.
One strategy that makes a difference in scoring publicity is to write an ebook. Why not write a topic that highlights the best solutions to the problems face by your customers?
Include it in an ebook and publish it. After that, write a press release. It’s a powerful way to drive traffic, build credibility and improve customer’s trust. All what you wish to happen follows (sales, conversion rates and authority).
- Pitch an error-free release.
Before emailing journalists, make sure to check spelling, grammar and punctuations. You’re pitching to someone professional with the English language, so at least be professional. In addition, journalists publish your news with as little changes from the original, making it error-free can pass this requirement easily.
- Personalize it.
Journalists are impressed with marketers and PR professionals who exert their effort to know them. When pitching, ensure that you craft the email based on what you know about them.
You may mention the most recent work they wrote and tell them how it got your attention. You may also mention mutual connections and relate it to the work. Doing this can guarantee an instant PR.
Distributing your releases through pitching shouldn’t be hard. Just know the rules and you should be fine.