How To Get Noticed In The Media
Want to get noticed in the media, both traditional and social? Then pull up chair. This won’t be your typical list telling you to define your message, plan in advance, pick a spokesperson, etc. Instead, we polished the best pearls of wisdom that will max out your chances of getting noticed.
Media Coverage: It’s Still A Job
If you assign media coverage to your tech team, intern, or other non-expert, then don’t expect much traction. In fact, even digital agencies are hiring traditional PR experts since they know how to get press. The process involves much more than just setting up a Facebook page.
You might even want to hire a full bore PR/marketing firm to give you a hand. Yes, it’s costlier, but the mileage you get in the long run will be worth it.
Bottom line: budget for media relations.
Study The Journalists
Who are the mouthpieces that people listen to? Which writers have many followers or views around your niche? Learn who they are and what they report about. When you have something truly newsworthy, pick up the phone and set up an interview.
New startups, new products, and innovations are exactly what journalists are looking for. Don’t forget to look into traditional media (TV, newspaper, magazine, and radio) as well. Many times setting up a local angle helps attract interest.
Invite Them To A Demo Or Lunch
What if you set up a lunch/demo of your new product launch? You could invite influencers from the industry as well as journalists. If you land a known name in the field to attend – and maybe even speak – this could add a lot to the power of your draw.
Or if you prefer, do a cocktail hour and have live music. Either way, personal contact creates community buzz that lasts much longer than a Twitter tweet.
This can be a double edged sword, but if wielded correctly, you’ll have news outlets calling you. Challenge the status quo in a respectful manner. Be provocative. Tell them how they’re doing it all wrong. This can be especially effective if packaged into a press release. If you craft it to include the right keywords, then you just might hit a PR grand slam.
Don’t Be Salesy
If you are trying to sell something through the media, don’t get your hopes up. Instead, look to amaze, educate, stimulate, or provoke. These are the types of ideas that journalists want to write about and share because this kind of copy sells.
Check Out HARO
Help A Reporter Out (HARO) is a fantastic interface for companies and journalists. HARO distributes over 50,000 journalist queries per year from hundreds of media outlets. You get an email with topics that journalists want to write about but need content. If your story fits the bill, then BINGO, you got some free media coverage.
Social Media Secrets
These days, social media is being done by everyone. The secret is that there is no secret to success. It takes a lot of hard work and perserverance. If you decide to do it on your own, study about it while you do it. But if you can’t dedicate the time and resources, social media will let you down. Otherwise, consider hiring a social media specialist to get you on the map faster.