PR is public relations and it can help you get featured in print, radio and broadcast media. It is a great way to build awareness and recognition for your brand or business. If you are seeking ways to amplify your unique message but don’t know how to, this article has some essential tips to help you unlock the power of media.
Ask yourself if your business is ready for media attention.
First things first. Make sure you have something valuable to offer. Build a solid foundation for your business and online presence before you pull the trigger. Polish your brand and position yourself as someone who is a professional or an expert and knows what they are talking about. Just because you have a business or brand does not mean that the media or the public should stop and take note. This is not about being popular so don’t go hard on social media and not enough in real life. Having substance is very important or else, getting the media attention could create inconsistencies in your brand messaging over time. Master your craft, build a rapport with your audience, and then approach the media third.
Stay ready and have a newsworthy angle.
When you email a journalist at a major publication, they will want to know exactly who you are. Chances are they will look you up on Google and you want to make sure that your online presence or content is on point. Your photos should be professional and your videos should be exceptional. Next, find out if your brand’s news story aligns with any special event or current affairs issue that is going on right now. Think about your audience and how your brand plays into larger themes that are happening in the world. Figure out what makes you different, the problems that you are solving, if there is a unique success story there, and why your news is hot right now.
Write the pitch email. Make the subject short, simple, and catchy.
In the email itself, you want to grab their attention and provide value before asking for what you want. Do not send your email to the general mailbox because it might not get to the right person and will only end up in the trash. Address the email to the person responsible for covering your story directly and if you have an opportunity to build a rapport with them prior, then do so to avoid sending a cold email. Also, contact the appropriate person. Don’t email a business editor about your clothing line when you should be reaching out to a style or fashion editor. Threads is a powerful tool for finding writers, editors, and television producers. You can also subscribe to a media contacts database such as Qwoted. Finally, track your open rate. If possible, find a way to track when they open the email, what time they do, from where in the world, if they clicked the link you included, or whether they forwarded it.
Don’t ignore the little guys when it comes to media coverage.
Most people are thinking only about the major players such as likes of The Globe and Mail and New York Times. However, don’t forget that smaller media outlets or blogs are also a gateway for you to be featured with the big ones, provided they align with your desired objectives. Always follow up and don’t give up. Be patient. Stay humble and remain positive no matter what happens. Remember that media people are extremely busy and they get a ton of emails daily. Sometimes, you will have to reach out to a journalist more than once over an extended period. Do this with discernment. If you are persistent, you will win.
How has this article shaped your perception about publicity and reaching out to media outlets?
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Jamila Kyari is a communications manager with 15+ years of experience and an extensive, diverse portfolio to enable you to connect with audiences and convert them to desired actions. Follow on social media and subscribe to the newsletter for regular updates on industry trends and much more!
