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Some in public relations may have become so distracted by social media that they’ve forgotten about the standard bread and butter of pitching to the media. Despite the prevalence of social media, media relations remain a central PR function. Obtaining positive media mentions on a regular basis, especially in larger publications, can be challenging. But the rewards in terms of brand awareness and reputation can be substantial.
These are some tips on gaining media attention and getting your organization in the news.
Be different and remarkable. In other words, be the purple cow (a term first coined by Seth Godin), advises Cam Secore, who writes technology reviews at AllPowerMoves.com, in a post 50 Surprising Tips for Getting Attention in Mass Media for JeffBullas.com. Identify quirky aspects of your company. That could be your logo, the CEO’s hobbies, the company culture, or unusual customers.
Network with journalists. Read reporters’ articles, blogs, and tweets. Mention their work and create a greater sense of context and logic regarding the reason for initial contact. However, don’t like reporters’ family pictures on Facebook or be too friendly on social platforms. Be personable yet professional.
Be an expert. Fashion yourself, or your spokesperson as an authority in your niche. Redo your email signature to present your company as an authority in its sector. Editors and reporters want information from experts.
Use the telephone. The telephone can be more direct and convey a sense of urgency. When emailing, indicate you are available for phone contact.
Be opinionated. Don’t play politician and satisfy all sides of a story. Don’t be afraid to be controversial and to have a strong opinion.
Hitch your wagon to an emerging trend. Find how your client is part of a new trend. Persuading a reporter to cover your client’s new product or service is harder than pitching a story about a general trend, advises Drew Tybus, vice president of brand marketing at Porter Novelli.
Go local. Placements in national publications are fabulous but difficult to obtain. Instead, seek a local, regional or trade connection to your media pitch. Bonus: National publications often pick us story ideas from regional or trade press.
Focus on others. “Is your pitch to media all about your business? Unfortunately this will get you sent straight to the trash,” says Amanda Westphal for Flying Solo. “When pitching a story to a media outlet, it’s important to structure it the same way they do their stories.” That means pitching a broader context for your stories.
Try a PR stunt. The ideal PR stunts maintain a connection to the brand by symbolizing the sponsor or its product. Most are visual and entertaining and offer a unique news value. You can organize a strange contest, sit on a flagpole or hire a skydiver to jump off a building. The key is that the stunt must relay your brand message.
Keep trying. Don’t become discouraged if you don’t immediately hear a response to your pitch. Perhaps your email went unread due to something unrelated to the pitch, a storm, a major political event, or even a radio ratings day. That’s why follow-ups are imperative. Some reporters only respond to follow-ups.
Bottom Line: Obtaining media coverage remains an essential part of public relations. Although consistently getting favorable media mentions is challenging, PR pros can win valuable earned media placements with hard work, perseverance and a creative pitch.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
