Whether you’re looking to raise your brands profile, or hoping to get the word out about a new product or service, press coverage is one of the best ways to get your company noticed.
Getting press coverage isn’t as easy as firing off press releases and hoping for the best. Like all good things, successful media publicity is the result of hard work, and careful planning. So, in this article we wanted to provide you with our 6 best tips on getting press coverage for your business.
- Work with a PR Agency
- Build your brand
- Create a campaign
- Look for opportunities
- Find a news hook
- Have media training
Work with a PR agency
If you are looking to improve press coverage for your business, a PR agency is the place to start.
Public relations agencies will be familiar with and use all of the PR tools available to generate attention for their clients. Communicating with the press will typically focus on media outreach, pitch and press release writing, and building relationships with journalists or influencers – who they are likely to already have a good network of contacts.
Don’t forget that not all media coverage is guaranteed to be good. Working with a PR agency you will be able to navigate a crisis situation and avoid as much negative press as possible. We’ll work with you to develop a crisis communication plan so you're prepared if the time comes.
Our team at Polymedia can work with you on project or a retainer basis, as a specialist extension of your team that handle all media outreach. Just get in touch.
Build your brand
Your brand should be at the heart of every PR campaign, whatever sector or discipline you’re in. Without a solid brand you cannot determine the right messaging and content to get you the press coverage you want. It’s about knowing who you are and what you stand for, who your customer is and what will attract them.
Whether you’re looking to build brand awareness or carry out a rebrand, our PR team can help. Find out more about our branding services.
Create a campaign
You may be keen to get press coverage and increase your brand awareness, but do you have a structured plan in place to achieve this? Firstly, understanding your target market will ensure that you are pitching to the relevant journalists and that your story aligns with their request.
Finding and reaching out to your audience should involve crafting integrated campaigns from a host of strategic PR and brand disciplines.
We harness traditional media, blogging, social media, web development, digital marketing, e-communication, marketing communications, networking, design and print. Find out more about our strategic B2B and Consumer PR services.
Look for opportunities
Getting press coverage is not always about being persistent with your pitching efforts – journalists are bombarded with press releases daily and often don’t respond.
That’s why you shouldn’t just wait until you have news to go after media coverage. We look for media opportunities every day – and not just in the obvious places.
One of the most effective ways to get press coverage is to jump onto news stories that are already being covered in the media. A good example of this is offering our clients for interview as an expert on a topic – that might be in an article, on TV or radio.
Gaining press coverage this way is not just about responding to stories in the news either, you can also anticipate stories that will be covered by the media e.g. changes in government policy, a new film or an event and offer to write a piece, well ahead of time.
Find a news hook
If you’re trying to get press coverage from an announcement or new service your business is offering, it’s a good idea to write a press release. But is your story newsworthy?
When thinking about what makes something newsworthy, you have to think about the targeted audience. Will the audience of the media publication you’re pitching to find it interesting? If the answer is possibly not, chances are the journalist won’t either.
A good PR agency will be able to advise on what a strong news story is to get your business covered. Read our news and blog for some examples of great press coverage we’ve obtained for our clients.
Have media training
It’s essential that you’re seen and heard in the media on a regular basis, in order to get more press coverage for your business.
Media training can be useful to help you develop the skills to get your message across with impact. And when you are a good spokesperson, the media are likely to return to you again and again for commentary on your area of expertise.
We can provide media training courses, from a three-hour basic introduction to media handling, to two-day intensive crisis training tailored for your business.
To conclude getting good press coverage
In short, getting good press coverage isn’t always easy, and in most cases businesses don’t have the expertise or time to do this themselves, this is why using an experienced PR agency is key.
Get in touch to find out how we can help.