We all dream of gaining media coverage that positively impacts our brand. It leads to increased exposure, builds authority, fosters trust, and often provides valuable backlinks.
However, the path to such coverage often seems shrouded in mystery for many of us. Some hold myths about needing to be top-of-the-industry to catch the media’s eye. But let me tell you, that’s not entirely accurate.
There’s also a belief that media coverage is a commodity that can simply be bought. While you might find contributors willing to feature you for a fee, this practice is against most outlet guidelines. Even if you momentarily land a feature, it’s not sustainable; once discovered, it leads to content removal and getting blacklisted.
So, how can you get featured? It starts with understanding the process and applying it consistently.
Develop Your Story
Each of us likely has a compelling story waiting to be discovered. For the media, content is a never-ending demand, and having a strong story is your ticket to being featured.
But let’s dig into what doesn’t make a compelling story. It isn’t enough to be the first, claim to be the best, or even aim to change the world.
The key lies in telling an actual story that resonates. Explain why the audience should care. Like how I rebuilt my success story using PR, our agency’s approach comes from personal experience, aiming to empower others similarly.
Remember, you don’t need a life-or-death struggle for a great story. Tap into a mission that engages people and gives them something to care about.
Craft Your Pitch
Even with the best story, crafting an effective pitch is vital. It must stand out amidst hundreds of emails journalists receive daily. Your pitch should succinctly communicate your story and compel a response.
Focus on connecting your story to current events. Remember, while it involves you, the story isn’t solely about you. Always prioritize what the audience wants.
Condense your story into a few engaging sentences and align a short, punchy subject line with your pitch to grab attention positively. A well-aligned subject line is crucial for getting your email opened and read.
Build Your Media List
PR isn’t a numbers game. The goal is to send the right pitch to the right people at the right moment. Identify media contacts who align with your story, which you can often do through search engines or social media.
Timing is partly chance, but with persistence, you can always improve your odds.
Send Your Pitch
The perfect time to send your pitch doesn’t exist—unless pressing news demands immediate attention. Avoid bombarding contacts with follow-ups; once a week is sufficient. After two or three attempts with no response, move on.
It’s not personal; given the volume of pitches received, a lack of reply isn’t uncommon. Patience and perseverance are essential.
Nurture Your Relationships
Most pitches won’t result in immediate media coverage, and many stop after initial rejection; I find this approach baffling.
I’ve faced many “no” responses before achieving a feature. The key is in fostering relationships; these media contacts were strangers at first. Investing in building real relationships has ensured that my emails get opened. Once you have a network of responsive press contacts, consistent pitching becomes much easier.
Inspired by this post on Search Engine Land.
