Build a Brand Story: How to get media coverage for your business
What if I told you there was a way to market your business and gain significant visibility for your brand story without spending a dime?
Would you believe that getting press coverage is one of the easiest and least expensive ways to increase your brand awareness. The free publicity that you receive through media coverage can be priceless. Businesses have gone from obscurity to household names with the right press coverage. Think Oprah’s Favorite Things!
So what is the secret to obtaining media coverage for your business? The good news is – there isn’t any secret. You can get coverage by following these basic steps.
Identify the right media contact(s):
Identifying the right media contact is the first step to getting press coverage. There are countless media outlets in this digital world, so identifying the one that speaks to your audience is crucial to getting the right exposure.
You should also ask yourself what media outlet best serves your brand? Is it main stream media or a trade publication? Find out where your audience lives and go there.
2. Take the back door:
The best way to approach a media contact is directly. Sure you can send an email to the general mailbox but don’t expect a response. Media outlets receive countless emails from organizations seeking coverage. Do more to stand out by researching the organization and identify the appropriate contact person for your specific topic. Pick up the phone and call that person or send them a direct message through social media. Better yet, if you can find a mobile number - send them a text message. In other words, take the back door!
3. Determine what’s newsworthy:
Newsworthiness can be subjective. As a news reporter, I was always struck by what news editors would find newsworthy. It could change from day to day. If your story has the ability to inform, educate or amuse you may have what it takes to make headlines.
Here are some boxes you should check for coverage consideration:
Relevant - Does your story tie into a current topic?
Impact - Does your story have a potentially wide impact? The wider - the better for audience impact?
Unusual - Does your story have the ability to stop people in their tracks?
4. Communicate with the media/press:
Relationships are important when seeking news coverage. Reach out to a reporter or managing editor at a publication or TV station and ask them what type of story ideas they typically cover, and the best way to share those story ideas.
Also, reporters are often expected to pitch story ideas at their daily editorial meetings. Your story idea can make their job easier, and they like that!
5. Good Timing:
It’s best to approach a news outlet well in advance of your desired coverage date. One week in advance is ideal for mainstream news outlets, but other publications may require a longer lead time. Once you make initial contact, remember to follow up - right up until the morning of your event. Remember, there’s no guarantee that you’ll get coverage, so don’t put all of your eggs in one basket. Be sure to reach out and to multiple media outlets. The best time to contact a news outlet is in the morning.
6. Always say YES to the interview:
Always say yes to media coverage. As a reporter, it always amazed me when businesses or organizations would turn down the opportunity to share their knowledge or expertise for story. Granted, the request would often occur at the last minute due to the nature of local news, but when the press calls - answer.
Once you do get the interview, prepare and practice. Focus on your key points - you won’t have time to go in-depth. You’ll want to sound natural, so avoid coming up with a script. Instead, write down a few bullet points for reference. Be clear, concise and to the point. We live in a soundbite world. Remember, it’s not likely that your entire interview will be shared.
Also, media outlets don’t usually provide the questions in advance, so craft your answers around the typical reporter questions - the 5W’s and 1H - who, what, when, where, why and how.
7. Never give up:
And as the old adage goes, it first you don’t succeed – try try again. Everyone is doing more with less. Don’t assume that the outlet isn’t interested in your story. If you don’t hear back right away, your contact may have missed your message. Be persistent without being a pain. In the end, by following these steps - you may be surprised at how easy it is to get free attention.
