They make it look so easy, don’t they? I’m talking about those business owners who manage to get all the best interviews with major publications. I’m referring to those who get their names out there through building key relationships with journalists and others in the media.
So how are they doing it? What magic secret do they have that enables them to gain exposure through the media?
Chances are, they’re using some of the tips I’m about to provide for you in this post. When you implement these strategies, you will see that it’s not impossible to get reporters to write about your business.
Help a reporter out and get featured in the press
One of the most effective ways to get covered by the press is to connect with reporters. You can do this through a service called “Help A Reporter Out (HARO).” HARO is a free subscription that enables you to connect with journalists that cover news in your industry.
Reporters use HARO to find sources for stories they are writing. For you, HARO can be a highly effective resource for getting quoted in multiple publications. HARO is easy to use, but it does require a level of diligence. Here are some tips for making the most out of HARO:
Check your email quickly
After you sign up for the service, you will begin receiving emails with queries on different subjects. These queries are time sensitive as the reporters are typically on strict deadlines.
A good rule of thumb is to send your pitch to the journalist as soon as possible. If the email is over twelve hours old, it’s best to skip it and wait for the next one because it’s likely that the reporter has already found a source.
Research the publication
Don’t just pitch any media outlet that appears to be a fit. Make sure that the journalist is with an organisation that covers your area of expertise.
The last thing you want is to waste time pitching a publication that won’t give your business the exposure it needs. Try reading some of the journalist’s previous work. Take a look at the organisation’s website. This will help you determine whether you should spend time reaching out to them.
Write a compelling pitch
After finding the right match, it’s time to craft your pitch. This includes a short email in which you will establish your credentials and provide quotes for the reporter. When you’re writing your pitch, review the reporter’s requirements. Then, tailor your pitch to the guidelines listed in the query. You want to communicate to the reporter that you are the best source for the topic at hand.
If the query is requesting advice on a particular subject, this is your chance to shine! Don’t hold back. Provide the very best advice possible. Not only will this make it more likely that your pitch will be accepted, but it will also convey to the reader that you are an established authority in your field.
Contrary to what many believe, marketing isn’t just about social media and creating great content. While these fundamentals are certainly important, getting press coverage for your business is also a critical component of gaining exposure for your brand.