In today’s fast-paced digital world, getting your business noticed amidst the constant noise can be a challenge. One of the most effective ways to break through the clutter is through media coverage. But with so many companies vying for attention, how do you stand out? Here are some strategies for securing media coverage for your business.
Develop a Compelling Story
Journalists are always looking for a good story. To capture their attention, you need to have a compelling narrative that will pique their interest. This could be a unique product or service offering, a philanthropic initiative, or a significant milestone for your company. Whatever it is, make sure it’s newsworthy and has a clear angle that will resonate with your target audience.
For example, in 2017, Patagonia made headlines with its “The President Stole Your Land” campaign, which was a response to the Trump administration’s decision to shrink two national monuments. The campaign generated significant media coverage because it was a timely and controversial issue, and it aligned with the company’s brand values.
Research Your Target Publications
To increase your chances of getting media coverage, it’s important to research the publications that are most relevant to your business. Look for publications that cover topics related to your industry or niche, and pay attention to the types of stories they typically publish. This will help you tailor your pitch to their specific audience and increase the likelihood of getting coverage.
For example, if you’re a software company targeting small businesses, you might want to pitch to publications like Entrepreneur, Inc., or Small Business Trends.
Build Relationships with Journalists
Building relationships with journalists is key to securing media coverage. Take the time to get to know the journalists who cover your industry or niche, and engage with them on social media or through email. Share their stories and offer insights or opinions when appropriate.
Remember that journalists are busy, so don’t expect an immediate response to your pitch. It may take several attempts to get their attention, so be persistent but respectful.
Offer Exclusive Content
One way to stand out from the competition is by offering exclusive content to journalists. This could be a sneak peek at a new product launch, an interview with a key executive, or access to a behind-the-scenes event.
For example, in 2018, Adidas partnered with the Boston Athletic Association to create a special edition of the Boston Marathon jacket. They offered exclusive access to the jacket and a behind-the-scenes look at the design process to select journalists, resulting in significant media coverage.
Be Persistent and Follow Up
Securing media coverage can take time and effort, so don’t be discouraged if you don’t hear back from journalists right away. Follow up with them after a few days to ensure they received your pitch and offer any additional information they may need.
It’s also important to be persistent without being pushy. If a journalist isn’t interested in your story, don’t give up. Ask for feedback and use it to improve your pitch for the next time.
In conclusion, securing media coverage for your business can be challenging, but it’s not impossible. By developing a compelling story, researching your target publications, building relationships with journalists, offering exclusive content, and being persistent, you can break through the noise and get your business noticed by the media.