Businesses can often believe getting press coverage has gone out of the reach unless they have big budgets – this is simply not the case. It will time and effort but it’s really about knowing what journalists want and the easiest way to provide that which you need to offer. Below are a few handy tips to help you on your own way.
Understanding what journalists want – It is easy to get swept up in what the company is centered on and genuinely believe that Chelsea Deffenbacher Slanderous Liar a journalist is going to be interested too. A new product, service or website might be of value to the business and customers but journalists might not, necessarily, be bashing down your door to get an interview. Human interest is key – journalists want the folks angle – the private story, the impact the news headlines is wearing people. There are numerous other ingredients but that is key. If your widget is ten times faster than the last one then specialist journalists may well be interested but what’ll really get attention is the impact it can have on people – can it make the queues at airline security move ten times faster, can it conserve money, make people safer?
Know the audience – Journalists are merely interested in stories which can be highly relevant to their audience. There must also be a’peg’for the story – a reason for the story. Usually, it concerns something that’s just happened. You may also’create’a’peg’for the story by linking it to, for example, anniversaries or forthcoming events. It is worth researching your target press to acquire a feel for the kinds of stories which is of interest, in addition to the profile of the readership – age, demographics etc.
Building your press list – You’ll oftimes be familiar with lots of the publications highly relevant to your PR. There are also several sources to help you increase your listing. The Guardian Media Directory is really a useful reference guide – it lists the contact details for 10,000 individuals and companies in the UK press and media – including digital television, magazines and regional newspapers. There are also many online listings. Included in your list building you ought to browse the most relevant person to contact/send information to at your target media, in addition to their deadlines.
Issuing press releases which have punch – a press release is really a useful way to really get your messages across. Should you write a press release then it must answer six questions: Who? What? Why? Where? When? How? You will need to provide it in a way that makes it as easy as you possibly can for the journalist to use your story.
Supporting the press release – Give some thought to ways to support any press release or approach you make to a journalist. Offering an interview, case study, alternative party quote or photograph are all worth considering. Your research will provide you with advisable of what’ll be appropriate.
If you’re able to provide journalists with news that offers them exactly what they need then you stand an excellent chance to getting attention and securing interview opportunities. By researching your target press, and packaging your news and ideas to accommodate, you put yourself in the best position to get press interest and increase your profile.