How to Earn Effective Media Coverage for Your Business
Updated: Mar 5
As a business owner, you always want to be thinking about ways to get more media coverage for your company. After all, effective media coverage can help increase brand awareness, build credibility, and generate leads.
But how do you go about getting media coverage? There are several strategies you can use to earn media coverage. In this blog post, I'll share some tips on how to get started.
Identify Your Target Media Outlets
Before you can start earning effective media coverage for your business, you need to identify your target media outlets. Here are a few tips that will help you zero in on the right media for your message:
Begin by thinking about what kind of media coverage you want for your business and who your target audience is. Are they the type of people who read magazines? Listen to podcasts? Read blogs?
You have to know your audience. It's important to have a clear understanding of who you're trying to reach with your message. Once you know your target audience, you can start to narrow down which media outlets are most likely to resonate with them.
Not all media outlets are created equal. You have to do your research. Take some time to research each outlet before you make any decisions. Consider things like their reach, their tone, and their audience demographics.
Finally, don't be afraid to think outside the box. If you're having trouble finding target media outlets that are a good fit for your business, try thinking outside the traditional news sources. Social media platforms, online forums, and even niche publications can be great places to earn media coverage.
Build Relationships with Reporters and Editors
When seeking press for your small business, it is important to remember that relationships are key. Just as with any other type of relationship, the best way to gain the trust and respect of reporters and editors is to take the time to get to know them. What are their interests? What kind of stories do they like to cover? How can you help make their jobs easier? By taking the time to develop a rapport, you will be more likely to earn media coverage that is favorable and accurate. In addition, keeping in mind the needs and preferences of individual reporters and editors will help you build strong relationships that will last over time.
Create Newsworthy Content
One of the best ways to earn media coverage for your business is to create newsworthy content. But what exactly does that mean?
To start with, it's important to understand what reporters and editors are looking for. They're looking for stories that are timely, relevant, and interesting to their audience. They're also on the lookout for stories that are unique and offer a new perspective.
So, how can you create content that meets these criteria? First, make sure you have a clear understanding of what's happening in your industry and what's trending in the news. You can do this by subscribing to industry publications, following relevant hashtags on social media, and setting up Google News alerts.
Once you have a good understanding of what's going on in your industry, you can start creating content that is newsworthy. This could include blog posts, infographics, and even video content. Just make sure that your content is well-researched, engaging, and provides a new perspective on a current issue.
Pitch Your Story Effectively
Now that you have some great newsworthy content, it's time to start pitching it to reporters and editors. But how can you make sure your pitch stands out from the rest?
Make sure you know who you're pitching to and what kind of story they're likely to be interested in. Remember, each reporter and editor is different, so it's important to tailor your pitch to the individual.
Keep it short and to the point. Reporters and editors are very busy, so they don't have time to read a long, drawn-out pitch. Instead, focus on giving them the key points of your story and why it would be a good fit for their outlet.
Leverage Your Social Media
If you want to get reporters to take notice of your business, you need to start with a strong social media presence. Platforms like Twitter and LinkedIn offer direct access to journalists, and by sharing your story on these channels, you can dramatically increase the likelihood of getting covered. Of course, simply spamming reporters with information about your company is unlikely to lead to success. Instead, focus on creating valuable content that speaks to the needs of your target audience. Share blog posts, infographics, and other types of content that will help establish you as an authority in your industry. Once you've built up a strong social media following, you'll be in a much better position to earn media coverage for your business.
Send Press Boxes
Sending beautiful press boxes filled with product samples is a great way to introduce your brand and get editors and reporters interested in what you have to offer. Make sure to include a note with each sample that tells them what makes your product unique and why they should feature it in their publication. Remember, the goal is to get them excited about your product so they'll want to write about it.
Always Follow Up After Your Pitch
Be persistent. Don't give up if you don't hear back from the reporter or editor right away. It's normal for pitches to get lost in the shuffle, so follow up a few days later to make sure they received it and to see if they have any questions.
And finally, don't take it personally if your pitch is rejected. Just remember that there are a lot of factors that go into whether or not a story is chosen for coverage, so don't get discouraged. If you keep pitching newsworthy content, you're bound to earn media coverage for your business eventually.
It’s no secret that getting featured in the media can help you build your brand and increase leads. If you want to increase brand awareness, build credibility and start seeing results from your PR efforts, be sure to follow these tips for gaining media attention.
Want more in-depth info? Download my free comprehensive media outreach guide and get started getting your brand in front of the right people.