Getting good press can make a brand or take it to the next level. Whether local media or a global outlet like Forbes, earned media coverage is a huge potential step for your business. The game of public relations and getting good media coverage is all about how human you are and ensuring your pitch is sent to the right person, at the right outlet, with the right message.
We’re counting down the top 6 tips to follow if you want great earned media coverage.
6- Have a real story
Before sending your pitch, be honest and ask if something really is a story. Earned media coverage is all about being interesting, so you want to make sure that what you have to share is put in its best light.
Answer these questions to see if you really have a potential story. There’s no scoring here since a story could be interesting regardless of the answers, but this is information you’ll want to have.
- Are stories written about other companies that do what you did or accomplish what you accomplished?
- Is your business in an interesting/novel space?
- Have you accomplished something totally new that drastically improves a known issue?
- What is your “cool factor”?
- Do you have a “hook” around a current event or common topic of conversation in your area?
There are many ways to craft a story, so you don’t necessarily need to be in the coolest industry to get a successful hit. However, if you don’t have any hook to grab the reader’s attention, you’re less likely to have your pitch accepted.
This leads into product positioning, which is crucial for your company and for any earned media pitches. Getting earned media is as much about you as it is about the publication.
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