The Secret To Getting The Media To Come Running To You

Posted on April 29, 2008

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How many times have you heard people comment on how difficult it is to get a press release read by the right media representatives, or how hard it is to get good editorial and TV coverage? I hear it all the time.

It is true — media outlets receive so many press releases each day that many go unread. Many more do not even make it past the headline. Would you like to know how to get your press release read or better still, how to get the media to come to you, wanting to give you coverage and promotion? Well, you have come to the right place.

Here is the secret…

Simply give the media what they want.

“Yeah, simple,” I hear you say. “How do I know what they want?”

In all honesty, most areas of the media — print, radio, television, Internet — are always looking for good content to give their readers, viewers and listeners. Start by listing your target market and what publications they read; what shows they watch; what websites they visit; what radio stations they listen to.

Next, read those publications, watch those shows, visit those websites and listen to those stations. Get a clear idea of what their style is and what they might be looking for. Now, how can you provide what they are looking for?

Most publications are not really interested in a new business because there are new businesses every day. But if you can show them HOW your business can BENEFIT their audience, you are in with a chance.

What problems might their audience have that your product or service can solve? For example, there has a lot of talk recently about how easy it is for children to go missing. Say you specialise in a product that can reduce the incidence of a child going missing, or that can help track them quickly. Write a press release that highlights the issues surrounding missing children, focusing on the emotions involved, then go on to state that there is a product available that can help minimise these incidents.

Do not use your press release as a chance to advertise your product. That simply will not work. You need to demonstrate a solution to a problem.

Next, make the job for the journalist as easy as possible. Journalists are generally very busy people. The easier you can make their job, the more inclined they are to cover your story. Give them good quality information; include a quote or two (journalists LOVE quotes); make sure you provide clear contact information for yourself, or whoever they should contact for further information; let them know that you are available for an interview.

Once your story has been published or aired, send a brief note or email to the journalist involved to thank them, and let them know that you are happy to help them next time they need information regarding your area of expertise. Once the journalist knows of your expertise and experiences how easy it is for them to work with you, they will come looking for you.

There are so many great story angles you can create — hopefully this has you thinking and coming up with some ideas that apply to your business. Good luck!

Donna-Marie Coggins is an author and business owner, providing writing, editing and business planning and start-up support. For tips and resources on running a small business and your free publicity guide, visit http://www.YourSmallBizExpert.com

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