Pitching your business to the media? Digital’s the way to go

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 .

Why more brands are rethinking their online ad strategies

LISA OSTRIKOFF 

Special to The Globe and Mail

 

As digital media consumption continues to increase – whether it be online, mobile, tablet or smart TV – it’s obvious brand marketers (and their ad dollars) are following suit.

A recent study by Nielsen shows that advertisers, big and small, are turning to the Internet to push their brands. Though many respondents said they still plan to use online advertising for direct response, more and more are spending money on digital brand advertising to promote their company, product or service.

But these digital branding dollars aren’t coming at the expense of direct response. The funds are coming from offline or traditional ad budgets, with 48 per cent moving away from TV this year.
 According to the study, nearly three-quarters (70 per cent) of brand marketers plan to increase their use of social media in 2013, followed closely by mobile advertising (69 per cent) and video advertising (64 per cent).

Not surprisingly, the numbers are up from projections made in 2012, indicating a continued shift toward the medium where consumers are increasingly spending the large amounts of time. This trend also falls in line with recent research from Ooyala , which found 72 per cent of online video buyers increased their budgets for the medium over the last year, with 39 per cent drawing those budgets from TV.

So what’s at the core of this shift? Metrics, which allow companies to develop meaningful analytics. When a business is able to track in real-time how many people viewed, engaged with and shared their content, whether it be a static or interactive ad or online video, there’s no questioning the effect each advertising dollar has. There’s also a certain level of satisfaction knowing exactly exactly who the ads are reaching and how consumers engaged with the content.

Brand advertising is at the core of business success, with the best companies building an emotional connection which encourages customer loyalty. Old Spice, RedBull and GoPro are great examples of brands leveraging the power and opportunity of this online world to amp their exposure.

Is your business plugged into this growing trend?

Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency. You can find her on Twitter and Facebook .

Posted from Challenges In Agri-Food & Supply Chain