While the thought of appearing in the media might be daunting, it’s vital for spreading brand awareness to grow your company’s clientele base.
It’s important to find media contacts from various media organisations, who are the right fit for you and your brand, and the story you’re trying to tell. Research the journalist on social media platforms like Twitter and LinkedIn and look at the who they work for, what types of stories they cover and what’s the best way to contact them.
Here are some handy public relations (PR) tips to help you to get on the news:
Create a pitch:
Your pitch must contain something that is newsworthy. The best pitches are those that reflect current trends and events and offer up a news “hook”. This might involve an angle that is new, controversial, or parochial.
Catchy subject line:
Newsroom inboxes can be flooded by as many as 500 email pitches a day. Write a catchy headline and get to the point quickly in the body of your email. When possible, personalise your emails to the Chief of Staff, reporter or program you are pitching to.
You’ll want to make the body of your email as attention grabbing as your subject line. The body should demonstrate why your story would appeal to the audience and be a great fit.
It can be helpful to include five to seven talking points that journalists can interview you (or the spokesperson) about. Provide a link to your organisation’s website, so they can find out more about you. Remember to address the producer or journalist by the first name and spell it correctly.
Journalists and producers are busy people. It can be normal for them not to respond to you, as they’re usually inundated with numerous pitches – so make sure you follow up your pitch.
Once the journalist has agreed to run your story and all the details are locked in, arrive on time (ideally early!) and be prepared with your key messages and stats and figures. At the end of the interview, remember to take the time to thank the journalist. It helps to build a relationship with them, meaning they’re more likely to call you again as talent for future stories.