Ever wonder why some businesses get media coverage and others don’t? Have you wonder why you can’t get the media to pay attention to your business? And why your competitor gets all the coverage?
You KNOW you have got the goods and can help people with their problems. You have great information that can make a difference.
There are a few reasons why your message is not getting traction. When it comes to winning over the media, it may not be your information but your approach.
Times are a ‘changing but there are some tried and tested approaches that help you connect with media and get your story in print or on screen.
The key …. Relationships. No one wants to feel used or like you have not put any effort into getting to know them.
The journalist you want to write your story is no different. I am not talking about a coffee and cake relationship or a wine and candles but a professional win-win relationship. Here’s the best relationship you can have with a journalist – they need good stories, you know exactly what they want and deliver it to them…consistently, reliably, and professionally.
How do you do that? Got to get to know them.
Social media is a great way to connect. Facebook, Twitter, or Linkedin gives you a great window into what the journalist is working on and what they are passionate about.
Monitor Twitter hashtags, see what is trending.
We all like compliments, a journalist is no different (they are human too!). If you like story they wrote or shared, let them know. If the journalist has a blog, read it, subscribe to it and comment on posts that interest you.
Here’s a thought. Pick up the phone and introduce yourself (briefly). You can be ready to do this by developing your key messages and your 30 second elevator pitch) or send them an intro email with your media kit. Introduce yourself, why you do what you do, what you do and the topics you feel you can add value to.
You can also sign up to www.sourcebottle.com.au or any other site looking for experts to provide stories. These are great to monitor for briefs from journalists looking for sources to help them with stories they are currently working on.
Another way to connect with media is to start out small. Check out publications with smaller and more targeted readerships, such as a local business weekly publication. Often these publications are one or two people shows; they are always keen for good quality information and the time saved tracking down their own stories.
Life is about relationships. People are not going to do something for you for nothing – there has to a return on their investment. A journalist is definitely not going to do free advertising for your business; that’s not their job. A journalist is seeking good quality information that interests their audience. Be a source that has taken the time to get to know them and what they are looking for.
It does take a little more time; yes, I know you want coverage NOW… BUT PR is a long-term strategy. Like anything you to grow, it takes time, attention and persistence. But the rewards of developing a relationship with the journalist you want to share your story with will prove to be fruitful.