Have we been so distracted by social media that we have forgotten “the media” in our marketing efforts?
Ranking on the web helps grow awareness and attracts eventual sales. Great services and products
supply solutions for consumers, but getting free attention in a national newspaper, a magazine and mass media can be a very effective marketing tactic.
Press outreach and mass media attention is often a problem for many businesses.
Below, you’ll find a long list of solutions to help you establish, improve, and solidify your outreach capabilities.
The pursuit of sales will never cease, but ensure media attention is never a problem. Here are some tips for getting attention in mass media.
- Be the purple cow. If you’re not different, there’s no reason for editors and publications to cover you.
- National coverage is great but hard to get. Align a story with local or regional news, events, or concerns.
- Identify quirky components of your company (logo), CEO (hobby), or company culture (You don’t work on Fridays).
- Maintain an excel sheet of sites pitched and reporter contact information. Keep notes and dates (so you don’t re-pitch!)
- Find reporters on Twitter and use AllMyTweets to identify topics they like, dislike, etc.
- Research prior works of individual reporters, not just topics reported.
- Use this tool to find any person’s email.
- Read reporters’ articles, blogs, and tweets. Mention their work and create a greater sense of context and logic regarding the reason for initial contact.
- Do not use reporters’ personal emails unless indicated it is preferred.
- Comment on reporters’ posts and personal blogs.
- Use visual platforms like Pinterest and Google Plus to find information related to hobbies, trips, pets, favorite locations, etc.
- Hire a content writer or PR person to write your outreach emails. Emotional intelligence is a skill set!
- As with writing great post titles, spend time on the subject line of the email. You want them to be excited to open it.
- Don’t include attachments; cut and paste material in the email itself.
- Set Google Alerts for key terms, so you can stay informed about stories the reporters think are important.
- Set Alerts for names of editors and reporters too to see what they’re writing about (Share their work too!)
- Spend time on your email signature; editors and reporters want information coming from authority sources.
- Be ready for phone contact; some rather ask directly than email back and forth. Indicate you are available for phone contact.
- Be humble and genuine; admit what you don’t know rather than fake it. Reporters keep ongoing contact lists, but if you waste their time, you’ll never get a chance with them (or their outlet) again.
- You’re supplying information but editors are well aware of the benefit of news coverage. Thank them for their time and for (even) considering your input.
- Send a follow-up thanks. Use a funny graphic of something they will appreciate (since you used AllMyTweets, Google Plus, Pinterest, etc, to see what they like) to be ‘purple.’
- Don’t play politician and satisfy all sides of a story. Have a strong and passionate opinion – stick to it.
- It’s not a one-night stand. Reporters contact the same people. (How many (New York) times has Danny Sullivan contributed to major stories?)
- DO NOT USE TEMPLATES. Work with your outreach team to create a successful email formula, but ensure the email to each editor/reporter is unique. Reporters sniff-out templates.
- Interested reporters may do homework on you. Update your ‘about’ page and social media profiles to reflect the expertise they’re looking for – But remember to be genuine!
- Provide multiple opportunities for contact – include work email, cell phone, business phone, Skype, Twitter handle, etc.
- To build social authority, take screenshots when people compliment posts, your company, or your personality, and insert on your ‘about’ page, business’ homepage, etc.
- Be active in forums and industry-specific question-and-answer platforms. It adds ‘tangib