If you’re a small business trying to figure out how to get your story
out there, the digital world we live in offers amazing opportunities.
From social media to content creation to the distribution of video
segments, the options are more exciting than ever before.
However, if getting mainstream media on board with your brand and its story is your goal, there are a few things to consider.
I was recently interviewed for an article about the last time someone
‘wowed’ me with a media pitch, and what made his or her PR approach
‘unique and memorable.’
Sadly, I had to respond that in my near decade-long news career, not one
approach stood out. I recall often cringing at the amount of money
spent on fancy folders and press kits that would arrive daily, and
usually go straight into the recycling bin.
Why? As a news director and reporter, I was already busy pursuing
stories I was working on, so the chances of me looking through a fancy,
20-page document were slim to none. Mostly, none.
If getting your business in front of major media is your goal, the
digital era has opened up an entirely new and exciting world for you.
Here’s some advice:
The death of the press release
Old-school lingo and traditional format press releases don’t work,
unless it’s a slow news day, but that shouldn’t be your intention. If
you are working with an agency that recommends and charges for such
things, fire them. As digital media continues to evolve, how you speak
to them needs to evolve, too.
Go digital
News directors, assignment editors and reporters are becoming more and
more available via social media. If you compare sending a press release
to an already-overstuffed generic news inbox with being able to talk
directly to decision- makers, the choice is obvious.
Sure, it takes more work to figure out who you need to talk to, and what
their Twitter and Facebook IDs are, but the return on the investment of
your time is well worth it.
Just make sure that your social media feed backs up the story you are
trying to sell. It’s easy to confirm or discredit a person’s expertise
with a few clicks of the mouse.
Be a storyteller
If you want media coverage, think like a storyteller. Pitch your story
in a way that will resonate with reporters. Regardless of what medium
you use, if you can make the decision-maker visualize how your story can
come together and how it will be told, you have made their lives easier
and, therefore, increased the likelihood of your story getting picked
up.
Why is your business interesting? What value does it offer? Why should
people care? These are a few basic questions that should spark some
answers when it comes to creating and selling your story.
Online video works
We live in an increasingly visual, interactive and engaging online
world. Online video is still relatively new as a communication medium,
and not yet widely used as far as media relations go. (This will soon
become the expected norm, mark my words).
So, if you want to really stand out and ‘wow’ a decision maker at a news
outlet, use video to tell or introduce your story. Video engages and
can sell a story like no other medium available today.
My company has had many clients say the use of video has been the most
effective tool in their media kits. Others have had media approach them
after coming across their businesses’ online video story. It would be
nice to have media come after you, rather than the other way around,
wouldn’t it?
Like it or not, the face of media relations has changed. It’s impossible
to talk about a PR campaign and not mention the use of social media or
video these days. Make a few basic tweaks to your strategy and you’ll be
well on your way to additional exposure for your business, whether it
comes from traditional or new media approaches.
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