I hear from so many business owners who say that they are not worthy of media coverage. Not true! Here are my top four strategies for getting media coverage, and you do not need to leap tall buildings, run naked through the streets, or engage in any type of behavior that will cause your children to claim they do not know you.
Strategy #1 – Have a plan
Create an editorial calendar — Ideally you should do this at the end of the year for the following year, but you can start at any time.
- Review 2014
- Set goals
- What are you doing in 2015
- Map out opportunities that would be good for media coverage
- Update monthly
- Track blog and social media content
Strategy #2: Build a relationship with the media
- Get to know them — Comment on a story they wrote
- Don’t make it all about you — Offer information about your industry
- Don’t be a stalker — Email and call to follow up
- Know when to call — Mid-morning
- Follow them on social media — Listen to what they’re asking and talking about and comment when appropriate
Strategy #3: Capture the media’s attention
- Create a great headline (Less than 60 characters)
- Put the who, what, when, where, and why in the lead and use the remaining paragraphs for details and quotes. Keep it to one page.
- Include contact info
- Send 4-6 weeks in advance
- Post on social media and ask your network to share it
Strategy #4: Make it easy for the media to cover you
- Holiday/Current News — Tie your story into a holiday or current news event
- Story within the Story – Find the hidden gems or angle that no one else is covering
- Think visually — Let them know what kind of photos/b-roll they can expect to get or that you can provide
- Interviews — Who can they interview? Make sure the people you’re suggesting are willing and available
- Be ready when they are — Work around their schedule
Let me know what has/hasn’t worked for you.
Thank you for sharing this space with me!