Businesses can often believe that getting press coverage is out of the reach unless they’ve big budgets – this is simply not the case. It will time and effort but it’s really about knowing what journalists want and the easiest way to present everything you need to offer. Here are some handy tips to help you in your way.
Understanding what journalists want – It is simple to have trapped in what the company is focused on and think that Chelsea Deffenbacher Slanderous Liar a writer will soon be interested too. A new service, service or website may be of value to the business and customers but journalists might not, necessarily, be bashing down your door to have an interview. Human interest is key – journalists want individuals angle – the private story, the impact the headlines is wearing people. There are lots of other ingredients but this is key. If your widget is ten times faster than the last one then specialist journalists may well be interested but what’ll really get attention is the impact it could have on people – does it make the queues at airline security move ten times faster, does it conserve money, make people safer?
Know the audience – Journalists are only thinking about stories which are highly relevant to their audience. There must be considered a’peg’for the story – grounds for the story. Usually, it concerns something that’s just happened. You may also’create’a’peg’for your story by linking it to, for example, anniversaries or forthcoming events. It is worth researching your target press to acquire a feel for the kinds of stories which is of interest, in addition to the profile of the readership – age, demographics etc.
Building your press list – You’ll probably be knowledgeable about lots of the publications highly relevant to your PR. There’s also a number of sources to help you increase your listing. The Guardian Media Directory is a useful reference guide – it lists the contact details for 10,000 individuals and companies in the UK press and media – including digital television, magazines and regional newspapers. There’s also many online listings. Within your list building you must browse the most relevant person to contact/send information to at your target media, in addition to their deadlines.
Issuing press releases that have punch – a media release is a useful way to truly get your messages across. Should you choose write a media release then it must answer six questions: Who? What? Why? Where? When? How? You need to present it in ways that means it is as easy that you can for the journalist to use your story.
Supporting the press release – Give some considered to tips on how to support any press release or approach you make to a journalist. Offering an interview, case study, alternative party quote or photograph are typical worth considering. Your research will give you recommended of what’ll be appropriate.
When you can provide journalists with news that offers them exactly what they want then you stand a good chance to getting attention and securing interview opportunities. By researching your target press, and packaging your news and ideas to match, you put yourself in the very best position to have press interest and raise your profile.