An Evergreen Question: How Can I Get Media Coverage?

It’s a question we hear frequently and, fortunately, one that we never tire of answering: “How can I get media coverage?”

Businesses of many kinds recognize the value that getting their name in the news can hold. After all, it’s a third-party, non-biased, source of information about them, their organizations, products and services that, if positive, can generate goodwill and business. Fortunately, it’s not really that difficult to get great media exposure. The process, though, is quite a bit different than it was years ago. I researched and wrote about these differences a few years ago in 21st Century Secrets to Effective PR. What I discovered and what is still very much true is that the media environment has changed significantly since the Internet and digital communication has emerged. The “old” methods of gaining media coverage no longer work, or make sense, in this environment.

We Believe It’s Better to Be Reactive

I’m all about being proactive and I admire proactive people. Better to take action than to sit back and wait for direction. Yet, in this media environment, what we’ve found is that we’re far more effective in generating coverage for our clients, and ourselves, by being reactive. One of the best ways we’ve found to generate media coverage is through sites like HARO and ProfNet, responding “reactively” to media based on their queries and what they’re currently working on, rather than trying to proactively pitch to them on topics/stories that are far less likely to reach them at an appropriate time.

Follow These Tips to Get Results

Our top tips when advising clients and others about how to best generate earned media coverage are:
  • Focus on the audience and the information that is likely to be valuable to them.
  • Don’t blatantly attempt to pitch/sell yourself or your products/services.
  • Provide a detailed, on-topic, response. Writers and journalists are very busy these days, media outlets are short-staffed and, chances are, your input will be picked up without an actual phone interview. Journalists receive dozens, sometimes 100’s, of responses to their queries. You need to provide value quickly, or you’ll find your pitch relegated to the trash bin.
  • Don’t be demanding. Never ask to see the piece before it’s published and don’t complain if the coverage you receive isn’t what you had envisioned. The reporter isn’t your PR rep and is likely also getting input from other sources. Be happy with the coverage you receive.
  • Share any coverage you receive through your social media channels with mentions to the reporter/media outlet. That’s a great way to expand your reach and build your reputation.
  • Finally, follow directions. Resist the urge to go rogue by ignoring the reporter/writer’s instructions or attempting to take the conversation in a new direction.

Getting great media exposure can be done. We’ve done it. But to do it well you need to do it right. Follow the tips above to see your name in the news! Or, let us know how we can help.

About Us

Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.

(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)

Recommended Reading

21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure

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