Revealed... The Secrets to Getting the Media to Come Running to You

By: Donna-Marie Coggins - Jacaranda Business Support Services

How many times have you heard people comment on how difficult it is to get a press release read by the right media representatives, or how hard it is to get good editorial and TV coverage? I don’t know about you, but I hear it all the time.

It’s true… media outlets receive so many press releases each day that many go unread. Many more don’t even make it past the headline. Would you like to know how to get your press release read or better still, how to get the media to come to you, wanting to give you coverage and promotion? Well, you’ve come to the right person.

I’ll let you in on the secret…

Simply give the media what they want.

"Yeah, simple," I hear you say. "How do I know what they want?"

In all honesty, most areas of the media – print, radio, television, Internet – are always looking for good content to give their readers, viewers and listeners. Start by listing your target market and what publications they read; what shows they watch; what radio stations they listen to.

Next, read those publications, watch those shows and listen to those stations. Get a clear idea of what their style is and what they might be looking for. Now, how can you provide what they are looking for?

Most publications aren’t really interested in a new business because there are new businesses every day. But if you can show them HOW your business can BENEFIT their readers/listeners/viewers, you’re in with a chance.

What problems might their readers/listeners/viewers have that your product or service can solve? For example, there has a lot of talk recently about how easy it is for children to go missing. Say you specialize in a product that can reduce the incidence of a child going missing, or that can help track them quickly. Write a press release that highlights the issues surrounding missing children, focusing on the emotions involved. Then go on to state that there is a product available that can help minimise these incidents.

Don’t use your press release as a chance to advertise your product. That simply won’t work. You need to demonstrate a solution to a problem.

Next, make the journalist’s job as easy as possible. Journalists are very busy people. The easier you can make their job, the more inclined they are to cover your story. Give them good quality information; include a quote or two (journalists LOVE quotes); make sure you provide clear contact information for yourself, or whoever they should contact for further information; let them know that you’re available for an interview.

Once your story has been published or aired, send a brief note or email to the journalist involved to thank them, and let them know that you’re happy to help them next time they need information regarding your area of expertise. Once the journalist knows of your expertise and experiences how easy it is for them to work with you, they’ll come looking for you.

There are so many great story angles you can create – way too many for me to list now – but hopefully this has you thinking and coming up with some ideas that apply to your business.

Good luck – please send me the details of all the media coverage you get!