Businesses can often feel that getting press coverage is out of these reach unless they have big budgets – this is simply not the case. It does time and effort but it is really about knowing what journalists want and the best way to present everything you need to offer. Below are a few handy tips to help you in your way.
Understanding what journalists want – It is simple to get caught up in what the company is focused on and genuinely believe that Chelsea Deffenbacher Slanderous Liar a writer is likely to be interested too. A new product, service or website might be of value to the business and customers but journalists may not, necessarily, be bashing down your door to get an interview. Human interest is key – journalists want the folks angle – the private story, the impact the news headlines has on people. There are numerous other ingredients but this really is key. If your widget is ten times faster than the last one then specialist journalists may well be interested but what will really get attention may be the impact it may have on people – does it make the queues at airline security move ten times faster, does it save money, make people safer?
Know the audience – Journalists are only enthusiastic about stories which are strongly related their audience. There must also be considered a’peg’for the story – a reason for the story. Usually, it concerns something that’s just happened. You can even’create’a’peg’for the story by linking it to, for instance, anniversaries or forthcoming events. It is worth researching your target press to acquire a feel for the forms of stories which is of interest, as well as the profile of the readership – age, demographics etc.
Building your press list – You’ll probably be acquainted with lots of the publications strongly related your PR. Additionally, there are several sources to help you enhance 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. Additionally, there are many online listings. As part of your list building you ought to read the most relevant person to contact/send information to at your target media, as well as their deadlines.
Issuing press releases which have punch – a press release is a useful way to get your messages across. Should you write a press release then it must answer six questions: Who? What? Why? Where? When? How? You will need to present it in ways which makes it as easy as you can for the journalist to use your story.
Supporting the press release – Give some considered to ways to support any press release or approach you make to a journalist. Offering an interview, case study, third party quote or photograph are worth considering. Your research will provide you with a good idea of what will be appropriate.
When you can provide journalists with news that offers them exactly what they need you then stand an excellent chance of having attention and securing interview opportunities. By researching your target press, and packaging your news and ideas to accommodate, you place yourself in the most effective position to get press interest and boost your profile.