Sending news to the media continues to be an important marketing
function for all businesses, but specifically for you, the solo
business owner. Getting results - whether a printed feature story,
on-air profile, or radio interview - takes patience, consistency,
and perseverance.
That was the message at a media exchange held at New York
City. Reporters from the Wall St. Journal, Family Circle, and New
York's cable station NY1 led a panel to reveal the "rules of the
road" to get media attention.
Their insights are a blueprint to getting your story covered in
media sources throughout the world, not just New York. Here's what
they shared for solo business marketing success.
1. Give Exclusives. News outlets love to be the only one that
uncovers a particular story. Offer your information/idea to one
media group whenever possible.
2. Build Relationships. Get to know the media source's bureau
chiefs. They give the "go ahead" to publish feature stories. Bureau
chief names can usually be found on newspaper Web sites.
3. Watch for Big Issues. Health, the Internet, Wi-Fi, youth-based
topics, baby boomers. They're all big news right now. Submit details
on how your product or service benefits any of these markets to
increase your chances of media coverage.
4. Email Contact is Best. Media contact by Email wins over mail,
phone, and fax. Make the subject line short and to the point. The
message must be brief and focused. No commercials; no ad-based
information. What's the benefit to the reader/viewer? Put that in
the first paragraph.
5. Double Check Emails Before Sending. Take a minute to review your
message. Misspellings, wrong contact name within the message, and no
telephone number and/or Web site URL won't endear you with the
contact.
6. Understand Their World. The more you know about the media and how
they operate, the better your chances for coverage from them whether
in print, on radio, or on television. This is crucial to smart
marketing.
7. Cell Phone Contact is Not Recommended. Telephone numbers, when
spoken, seem to become garbled or cannot be heard for other reasons.
The reporter will not research who you are to return the call.
8. Patience is Crucial. Don't get upset if the media doesn't respond
the first, second, or third time you contact them. There are many
reasons for non-contact, including holding the idea until a story is
written on the topic or the reporter is in the field covering
another story. Also, it can take months for stories to be featured
after the interview is finalized.
9. Think Ahead. Magazines work 5-6 months ahead of schedule. In
other words, they work on the June issue in January. Keep this in
mind as you decide when to send an editor your news release.
10. Cozy Up to Freelancers. Freelancers that write for magazines are
another group where relationship development is key. They know the
magazine's interests and are able to influence an editor regarding a
story they believe is beneficial to readers.
Click here for page two with 10 more press
release tips.
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