Whether you are looking to raise public awareness around your new product line, or need to extend your customer base, media endorsement is one of the best ways to get your company some attention.
Unfortunately, getting media outlets or influencers to write about you or share your story isn’t easy. Like all good things, a successful online campaign takes lots of dedication, commitment, and patience with diligence planning. I can assure you that the inbox of the journalists is bombarded with hundreds of news releases every day. So, how do you stand out? How can you get some real attention from media outlets?
You can start with your story. No journalist can refuse a good story. If you have something worth their time or effort, they will listen to you. A good story can make you stand out from the crowd.
The world doesn’t need another sales pitch saying, “you should buy my product”. Go beyond that and explain why your business is important, what problems you are solving, or how you are making people’s lives better. Give your story a personal touch, so prospective customers can relate.
If you are unsure how to write a compelling share-worthy story, it is always a wise step to take help from the experts. There are a few full-service press release distribution services in the US, such as PR Distribution™. They have helped thousands of small business owners crafting perfect stories and distributing these to media outlets for a reasonable fee. They charge anything from $99 to $1999 depending on the number of press releases you want. Unlike other PR firms, they don’t restrict the word count or charge an extra fee for multimedia inclusion.
Journalists are busy professionals. They don’t have time to look up your website to get your logo. Keep everything necessary bundled in a media kit for the writers.
You can search for the renowned journalists on the internet and get the contact information from the official websites of media outlets or you can purchase the media contact database. The second option saves your time, money, and effort.
Once you have the list of the journalists, you can start contacting them. You don’t need thousands of journalists. At the initial phases, 10 to 12 solid connections are good enough. Remember, journalists are human too. It is better to engage with them before you start pitching to them. You should start connecting with them long before you need them. You can connect them on Twitter, LinkedIn, or invite them over a coffee.
Now you know the journalists and the industry they cover, you can send your pitch. Before you email them, read your news release and subject line from the customer’s perspective. This will help you to craft an interesting pitch that may capture the reader's attention.
Follow up after 2 or 3 days after you send your news release. Even if you have time, give the writer some time to read and respond. If you don’t get any reply, make a call. If you have already built some rapport with the journalist, it will be easier to call him. And hopefully, things do get in your favor.