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Securing media coverage in the right publications can be tricky. We can ask all kinds of questions from ‘am I contacting the right journalist?’ to ‘is there something wrong with my pitch?’
The first thing to remember is that there is no strict rule – every journalist is different, and responses vary depending on the publication, date or desk. There really is no ‘one size fits all’ approach.
Who to contact
Sometimes, sending one email to the right person can be more worthwhile than sending hundreds, so make sure you’re contacting the right people. There is no point in sending a business news press release to the lifestyle features editor. Know your contacts and keep media lists up to date.
Everyone is interested in people. You may have a great story but who is behind the story? Highlighting key spokespeople as well as personal stories will help your release to stand out.
Make sure you emphasise what differentiates you from your competitors. What’s the USP of your business, are there any unusual success stories or amazing new products to talk about? Highlighting what makes the story stand out will make you stand out.
Dish the dirt
Provide information that isn’t common knowledge. If you’re stating facts that everybody already knows, your story isn’t going to get picked up. Offer a journalist a rare opportunity to tour your factory, or interview someone high profile within the business. Share the inside scoop and offer a new and exciting story that is yet to be told.
Images are key. Make sure the journalist is aware that you have great images to help tell your story. You’re not going to get on the front cover of a magazine or homepage of a news site without being visual. Having great images is key, especially when it comes to social media and online content, check out our blog on what makes a good PR photo.
While these tips will set you on the right path to gaining coverage, it can be a difficult and time-consuming process. Working with a professional PR agency will ensure that all opportunities are explored, and your stories are told in the right way.
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