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.
Lisa Ostrikoff is a TV journalist/anchor-turned-creator of
BizBOXTV , a web video and social media marketing agency based in Calgary. Find
her onTwitter and Facebook .
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