If you run your own business, you may think that writing a press release and sending it out to a bunch of journalists is the best way to get media coverage. Think again. Most journalists get hundreds of press releases every day, many of which get deleted, unread. So, if you want to stand out, you need to take a different approach.
Here are five things you can do to get press coverage for your business that can be far more effective than writing a press release:
Do respond to enquiries that don't seem relevant to your business right now. Help a reporter out, for example, by connecting them to a relevant expert or case study and when you do have a story to share they'll be far more likely to read your email or take your phone call.
Commenting or sharing their content can help you start to build relationships with journalists you'd like to connect with (although don't overdo it - there's a fine line between looking interested and stalking).
There's no reason why you can't suggest an idea to a journalist on Twitter, but do be aware that once your idea is out there, it isn't exclusive anymore, which can be off-putting.
Having up-to-date social media profiles (with a 24/7 contact number), posting regular content that shows your expertise, using hashtags (which group together posts on a particular topic) on social media and, ideally, having your own blog will make you much more visible to journalists.
Do bear in mind that journalists also look for people to talk to on LinkedIn, so having an up-to-date profile - ideally with examples of your work or a short video of clip of you talking or presenting is a good idea. If it's immediately obvious that you know your subject - and are a good talker - journalists are much more likely to want to speak to you.
Let's say you run a vegan restaurant chain, for example. You wake up one morning to the news that the government is planning to introduce legislation that requires every restaurant to offer vegan options on their menu. You could contact radio and TV shows you think will be covering the topic, to offer expert comment on the topic. You could also offer to write an opinion article for an industry publication or even a national newspaper.
Don't be daunted by the prospect of calling a newsroom; ask to be put through to the programme you'd like to appear on, explain that you're an expert in artificial intelligence or UK tax regulations (or whatever it happens to be), are available to comment on a particular story and ask to be put through to the relevant person.
But do be aware that timing is everything. In a 24/7 news culture, where social media is driving the news agenda and things quickly become 'old news', you need to act fast.
It's important to get your idea in front of the right person, so avoid generic email addresses ie. editor@. A quick Google or Twitter search should help you find the editor of the specific publication or section you'd like to be considered for.
Above all, remember that PR is a marathon not a sprint. Blast out a press release to a couple of hundred journalists and it might get picked up by the odd publication. Focus on building relationships with the media, over time, and you'll get consistent coverage for years to come.
Here are five things you can do to get press coverage for your business that can be far more effective than writing a press release:
1. Connect with journalists who are already looking for help with stories
There are two main ways you can respond to journalists who are actively looking for people to talk to - using Twitter hashtags like #journorequest or via media enquiry services like Response Source, Journolink or Help A Reporter Out which connect journalists with people who want to be featured in the media.Do respond to enquiries that don't seem relevant to your business right now. Help a reporter out, for example, by connecting them to a relevant expert or case study and when you do have a story to share they'll be far more likely to read your email or take your phone call.
2. Connect with journalists on social media
Twitter is where most journalists are hanging out, so making Twitter lists of journalists you're keen to connect with can be a smart move. Checking in daily to see what they're talking about will not only help you get an idea of the topics they're interested in, you might also spot them asking for help with stories they're working on.Commenting or sharing their content can help you start to build relationships with journalists you'd like to connect with (although don't overdo it - there's a fine line between looking interested and stalking).
There's no reason why you can't suggest an idea to a journalist on Twitter, but do be aware that once your idea is out there, it isn't exclusive anymore, which can be off-putting.
3. Make yourself more visible online
Journalists are always looking for experts to comment on stories they're covering. And the first thing they do when a story breaks - particularly if it's a subject they're not familiar with - is a Google search.Having up-to-date social media profiles (with a 24/7 contact number), posting regular content that shows your expertise, using hashtags (which group together posts on a particular topic) on social media and, ideally, having your own blog will make you much more visible to journalists.
Do bear in mind that journalists also look for people to talk to on LinkedIn, so having an up-to-date profile - ideally with examples of your work or a short video of clip of you talking or presenting is a good idea. If it's immediately obvious that you know your subject - and are a good talker - journalists are much more likely to want to speak to you.
4. Newsjacking
Set up a Google alert for keywords that relate to your area of expertise and you'll get regular updates on relevant news stories. If you spot a story where you think you could add value you can simply contact journalists and let them know you're available to help. This approach is often referred to as 'newsjacking'.Let's say you run a vegan restaurant chain, for example. You wake up one morning to the news that the government is planning to introduce legislation that requires every restaurant to offer vegan options on their menu. You could contact radio and TV shows you think will be covering the topic, to offer expert comment on the topic. You could also offer to write an opinion article for an industry publication or even a national newspaper.
Don't be daunted by the prospect of calling a newsroom; ask to be put through to the programme you'd like to appear on, explain that you're an expert in artificial intelligence or UK tax regulations (or whatever it happens to be), are available to comment on a particular story and ask to be put through to the relevant person.
But do be aware that timing is everything. In a 24/7 news culture, where social media is driving the news agenda and things quickly become 'old news', you need to act fast.
5. Send an email
If you have an idea for an article, you don't need to write a press release. A short email, with a clear subject header that summarises your idea, demonstrates you've actually read the publication and gets to the point quickly can be far more effective.It's important to get your idea in front of the right person, so avoid generic email addresses ie. editor@. A quick Google or Twitter search should help you find the editor of the specific publication or section you'd like to be considered for.
Above all, remember that PR is a marathon not a sprint. Blast out a press release to a couple of hundred journalists and it might get picked up by the odd publication. Focus on building relationships with the media, over time, and you'll get consistent coverage for years to come.
