Move Into The Spotlight
The most cost-effective and successful means of building your business and attracting customers is through public relations, and in particular getting media coverage. The reason that PR works is that it provides third-person credibility not obtainable through paid advertising. In fact, it is said to have 10 times the impact of traditional, paid advertising, placing you above your competitors as the “top of mind” choice for customers, investors and business partners. There are a number of ways to go about getting media coverage and seeking journalists to call you for comment on industry matters or issues relating to your business.
Media releases are a great way of distributing relevant and topical information to a group of targeted publications (think about which media outlets your target audience get their information from). The release must be newsworthy and cover the “who, what, where, why and when”.
Case studies provide an ideal platform to leverage business success and tell your story to the media through your customers. Many trade publications publish case studies and you can use them as testimonials when speaking to journalists.
Pitching is where you contact specific media outlets to offer them either an exclusive story or an opportunity that is more specific than a media release topic. You can pitch via email or phone, however before contact develop a clear outline of your story and ensure it is succinct and compelling.
Special features are published in most printed media and cover specific topics relevant to readership. They are an excellent avenue for reaching a specific audience. Contact the feature editor or the journalist in charge to see what angles, topics and issues they wish to cover and then develop a story, case study, or offer comment. Be proactive and contact features editors well in advance of publishing deadlines, as often they are pre-printed.
Write an article that positions you as an industry expert and offers topical, helpful information. Ensure it is written in an objective, informative and entertaining manner. It should never be a blatant advertisement or advertorial. Determine which publications your potential clients read, and approach editors focusing on what you can do for their readers. This is an effective way to generate future requests for comments from journalists as it positions you as an industry expert.
Develop compelling messages so you can get your story across. When a journalist asks you for comment, ensure you have developed clear key messages as they create meaning, headline the issue and allow you to control the interview. With your audience in mind and focused on your objectives, you should work out in advance of the interview what you must say on the topic concerned.
It can be difficult to figure out which topics journalists are writing on and how to approach them. Many media outlets publish lists of upcoming features on their websites, usually under the advertising section. This will give you a good idea about which topics the feature editor will require comments and stories on. The key is to offer newsworthy, compelling stories that place you firmly in the spotlight.
