Part of the process of generating media coverage for your business, is making sure you target the right outlets with the right angle. It’s pointless sending a media release to a hit music radio station that reaches teenagers if you’re promoting a story about a new baby product. Even the best written, most well researched, and well endorsed media release won’t engage a journalist unless it speaks to their target audience. Here are some steps to follow to help you find the right media outlet for your business.
1. Make a list of the media outlets that your consumers read, watch or listen to. If you’re not sure, survey your consumers and find out (ask them when they call you, send out an email survey, or ask them at the point of sale).
This is the element of your business you really need to focus on in order to be effective here: the campaigns you are creating are news; they are newsworthy.
The first thing you need to do is ask yourself: What is happening in my business that the press or my potential customers want to know about? Answering this question correctly is crucial to the success of your public relations campaign.
For Every Business
We all know the dangers of not having a brand that’s a well-known success. Even those brands that think they have got it covered can suddenly end up folding, so there really is no room for error at the moment. Public relations agencies are helping businesses up and down the UK who need that bit of extra help to keep their brand in the public eye. From the SME businesses to the larger, corporate conglomerates, PR has a home in all of them and that’s why companies are calling on professional public relations services to do their brand justice.
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Help When You Need It Most
Public relations professionals cover that middle ground between the business and the consumer. Indeed, you may have a great business up and running but if no-one knows about you then it won’t be long before everything will collapse in front of you. Branding is all about staying power and PR pros know exactly what needs to be done to get you that attention you deserve. A PR agency will also do research to ensure they are capitalising on all known aspects of marketing opportunities available.
5. Create a list of journalists who regularly write about your topic. Each time you read an article that relates to your industry or topic, take note of the journalist who’s written it. Send them some information about you and your product and let them know you’re available for comment should there be any follow up stories.
6. Present your information in a manner that suits the media outlet. Many media outlets run long feature stories, but you could find that a short few sentences about your product in a Tips and Advice section can have just as much of a positive impact. Your target media outlet might run lists such as a column of Top 5s (eg the top 5 baby web sites, or top 5 bargain shopping outlets for kids etc). Count how many words feature in these lists and then write your information in the same way. If a journalist can simply copy what you’ve provided for use in their own format it makes their life easier – which is one of the biggest factors in securing media coverage
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