Media coverage: three ways to get more positive exposure for your business
If a tree falls in the woods and no one is there, does it make a sound? You could ask the same question about brands and products that don’t get enough exposure to potential customers.
Your business could offer groundbreaking or industry-changing products or services but, if no one knows about them, your potential customers won’t get a chance to find out.
Media coverage is important for finding new customers and for creating brand recognition. The right coverage can generate interest from potential investors, attract new talent to your workforce, and help you build a reputation as a thought leader in your industry.
Follow these three steps to get the media coverage you want for your business:
1. Choose your target wisely
Pitching ideas, sending media releases, and calling newsrooms is time consuming. Whether you handle the press relations yourself or hire a PR agency, you don’t want to waste time calling the wrong journalists to pitch your latest story. Pitching to the right targets at the right time means you’re far more likely to get the positive coverage you’re looking for.
2. Right information, right time, right story
The media world is changing rapidly. To get consistent, positive media coverage you need to understand what journalists, editors and producers are looking for, then find a way to package your story so it works for them. You should plan every part of the story carefully, from the press release headline to the timing of your pitch. Most of all, make sure your story is actually newsworthy and interesting or no reputable media outlet will cover it.
3. Be prepared
If you have offered an interview or comment from an expert, make sure that person is ready and available; and preferably media-trained to deliver best results. Send photos, links to further research and other assets journalists can use. Do not waste people’s time. A missed deadline might mean your story gets bumped and you sour a budding relationship with a journalist.