By Tom Mason, Communications Director
Hitting the headlines (for the right reasons) is the goal of many brands. Appearing in the press, be it newspapers magazines, TV or radio can be a great way to catapult your brand’s visibility, help to build credibility and reach a wider audience.
Sounds great, but it isn’t always easy to achieve on a consistent basis and in some ways, it has got harder.
The last decade or so has seen the closure of many titles and a decline in the number of journalists chasing the story.
Starting my career in journalism more than 15 years ago, we were always awash with new and exciting stories, so getting chosen amongst the noise has never tougher.
Despite leaving journalism 11 years ago, I like to think I still have a sharp eye for what the media is looking for when it comes to PR.
With the right story, angle and approach many more businesses could leverage earned media to build awareness of their brand.
If you are looking to get started, here are my five tips to help get your brand on the radar of journalists and media outlets.
- Build up your media relationships
The first one is a bit of a long process, but an essential one. Journalists still rely on their little black book when it comes to finding sources (for some, it may have gone digital, but the same principal applies).
Building relationships with editors and journalists can be one of the most impactful ways to build a media profile.
With the right approach, you may not even have to ring them, they will come to you.
To get things started, you need to be getting in front of them regularly that means providing commentary, but it also means interacting with their content online and social media (it never hurts to flatter the ego of a journo).
When you reach out to them, (whether that’s through a direct message or email), be sure to offer valuable, newsworthy information that fits within their area of coverage.
- Create newsworthy content
The newsroom is fickle. I remember having some incredible exposes in my time as a journalist, only for my front-page story to be knocked down the edition by the death of a celebrity or the success of a local football team.
To capture the media’s interest, your story needs to be genuinely newsworthy.
Journalists are constantly on the lookout for fresh, relevant and timely stories, as well as expert commentary and opinion on the biggest news in play.
Whether it’s an industry trend, a new product launch, a milestone event or your own thoughts on a landmark change, ensure that your content appeals to the media’s audience too.
Think about why your story matters and to whom. The easiest way to do this is to ask yourself “So what?” If you can’t give a good answer, the reality is others won’t care either.
- Pitch the right way
When you’re ready to pitch your story, ensure that you tailor your approach to each media outlet or journalist.
A personalised pitch will always have more impact than a generic email.
Begin by writing a concise and engaging subject line that grabs attention.
In the body of your email, explain why the story is relevant, and how it will interest their readers or viewers.
Make sure to include the who, what, when, where and why of your story in the first few lines, as well as any supporting data and quotes.
Keep the pitch short and to the point and always offer additional resources, such as high-quality images or access to spokespeople if needed.
Most importantly, don’t just rely on email. Pick up the phone, give them a call and try to get an answer as to why they will or won’t run your story.
- Leverage social media
You probably already know that social media can be a powerful tool for gaining media attention.
Use your business’s social media platforms to share news, updates and insights about your industry.
Media professionals often browse social media to stay up to date on trending topics so by actively engaging on platforms such as Twitter, LinkedIn, and Instagram, you can increase your chances of being noticed by journalists who may be looking for relevant stories.
However, just as important, use social media to look out for journalist requests or common trends that you can use to create your own engaging content.
- Offer expert commentary
Journalists are always looking for expert insights and commentary for their stories.
Position yourself or other key members of your team as industry experts who can provide valuable perspectives.
Reach out to journalists with offers to contribute commentary on current events, industry trends or emerging issues.
By being available for interviews and offering your expertise, you can establish your business as a trusted authority in your field and a first point of call when they have a deadline.
Speak to an expert in PR
Getting your business into the media takes time, effort and a strategic approach. Sometimes it’s just easier to have someone do it for you that already has the contacts and knows how the game is played.
Thankfully, we have well-established media contacts from some of the UK’s leading newspapers and industry outlets, as well as radio and TV.
We also have a group of copywriters and PR executives who have experience in writing for media outlets and, ultimately, securing our clients some incredible headlines.
Speak to our team and let us get your business and experts in front of more people.
