Media coverage lets you shape public opinion, build brand reputation, and engage with target audiences. But the fragmented media landscape, proliferation of digital platforms and decline of traditional outlets have made securing meaningful media coverage more challenging than ever. However, with the right approach, it’s a challenge you can overcome.
Crafting a Captivating Pitch
There are more than six PR people for every journalist. And each media member is chasing more stories than ever before. Your pitch must be fresh, captivating, and timely to draw a crowd. Frame it in a way that shines, sets the stage, and underscores its implications. Infuse it with hard facts, engaging data, and compelling multimedia content. Be succinct, and lead with the most enticing details. Consider the email subject line as your stall’s banner – make it appealing, personal, and a clear promise of the compelling story to come. Cross-check for discrepancies before you send your pitch – even a minor oversight can muddy your message.
Establishing Newsworthiness
Stepping onto the media stage demands a performance that captivates and informs. A new product launch, a strategic acquisition, or a successful fundraising venture – these are your dramatic beats that command attention. Yet, simply presenting them isn’t enough; you must set the stage with an intriguing narrative. First, align your product features or services with wider news trends, and provide a novel perspective on the market or societal shifts. Then, infuse your story with immediate relevance and timeliness, capitalizing on topical events or dates that can imbue your narrative with a sense of urgency and import.
Identifying the Right Reporters
Using Excel media lists handed down from account manager to account executive certainly honors the past but can mean you’re missing opportunities. Despite the array of data analysis tools at your disposal, book time to read or watch the outlets that genuinely reach your audience and ensure you’re presenting the right idea to the right journalist. Analyze your – and your competitors’ – inbound links from high-authority websites and create new, proven media relationships. And use platforms like Cision, Muck Rack, or Meltwater to supplement, not replace, your research. Also, consider nurturing a circle of advocates – analysts, bloggers, authors – anyone who can help craft and amplify your brand’s narrative.
Cultivated Persistence
Unfortunately, for many PR professionals, media pitching has become an exercise in email spam. While you must respect each reporter’s preferences and procedures, don’t shy away from reminding them about your pitch. Cultivating rapport is key – engage with them on social media, share their stories, interact with their content, and meet them in person if feasible. Assertiveness paired with diplomacy can serve you well as you communicate your message and offer insights about your pitch in a manner that respects their knowledge and expertise.
Maximizing media coverage entails a blend of research, strategy, and relationship-building. You want to be seen as a trusted source that can regularly deliver stories that spark thought and resonate with the media’s audience. Use your data to equip journalists with the necessary information while fueling your content, blog posts, and social media.
By unearthing compelling narratives and articulating them in a way that catches the eye of your target audience, your stories will leave imprints on the world.
This excerpt is from Rally Point’s new playbook, Mastering the Art of Tech Thought Leadership. If you like what you read, download a copy here.