Although there are no guarantees for getting media coverage, here are some simple tactics that will improve your chances.
So you have your media release and you're ready to use it. Do you know how to proceed from here? A major difference between public relations and advertising is control, and when it comes to getting your story in the paper, this lack of control can be frustrating.
There are no magic formulas for getting media coverage, especially for small businesses. However, there are some simple ways to increase your chances.
- Call before you send - Call the publication or journalist and get them interested in your story before you send the release. Newspapers receive hundreds of media releases each day, so if you grab their attention they are more likely to notice yours when it comes through.
If you don't have a contact, call reception and ask to get put through to editorial. You could say something like: "Hi, this is Ellen Gray from LetterLegend. Can I please speak to someone in editorial regarding a potential story?".
- Be prepared - Before you call, prepare a short one to two sentence pitch that summarises your story and makes it interesting. Too many "ums" and "ahhs" will not sell your story. Being prepared will also stop you from babbling if you're caught off guard.
- Ask the tough questions - Don't be afraid of rejection. Ask "Do you think this is something you would be interested in?". If they say no, politely ask why. This will give you valuable feedback for next time and give you the opportunity to respond to their objections.
If they say yes or maybe, this is your cue to say, "Great. What address should I send it through to?".
- Always follow up - If you hit send then sit back and wait for media coverage, you'll be very disappointed. Following up is essential. The journalist may have missed it, it could have gone to their junk mail or it may have got stuck at reception.
Always call and check that it was received and get their opinion. If your story has slipped their mind, your call could jog their memory.
- A picture is worth ... great media coverage - Newspapers are often short of quality photos. An interesting photo can give your story an edge over the other competing media releases.
If you are promoting an upcoming event, you could invite a photographer from the paper to attend. However, if they don't show up, or you are promoting something that has already occurred, then take photos yourself and send the best ones in.
Be advised; photos of yourself posing in front of your business are not interesting to newspapers.
- The golden rule: don't push rubbish - What are your reasons for the media release? Are you just looking for free advertising? Always ask yourself objectively, "Is this really newsworthy?".
If your media release is just self-promotion disguised as news, you will seriously damage your credibility and annoy the journalist.