You’re about to learn some secrets to get your business featured in the news.
Many people try. But most fail to get free news coverage.
That’s because having a great story is just not enough anymore.
You need to know how to get reporters to listen.
Landing a company or product on newscast or getting featured for national publicity takes work.
It often requires heavy lifing.
“It no longer works to send out an email to 100 people at the same time,” says Michael Smart of Michael Smart PR (@MichaelSmartPR). ”It does take some time to customize those.”
Smart teaches how to pitch effectively so that it achieves results.
He suggests targeting five to 10 influencial or top reporters and then brainstorm ideas and angles that can really sell the story.
“Definitely spend the morning–three or four hours brainstorming and developing an angle. I’ve spent as much as an hour customizing one email,” says Smart.
Grow Financial understands that.
Though the credit union is now a billion dollar entity, employees still spend countless hours exploring ways to stay in the news for positive reasons. Then Grow strategically figures out which reporters to approach with the story.
“The days of… blind copying everybody and hoping somebody picks up (your press release) is really over with. The reporters and editors just get annoyed,” says Adrienne Drew (@growfinancial), Grow Financial’s communications specialist.
Press releases and press releases distribution through a newswire like PR NewsChannel may be a great way to reach many reporters at the same time. Pitches are most effective when you target journalists rather than mass mail them.
Getting publicity is a struggle even for non profits.
Diane Jones (@DJPRTampa), a PR pro who works with non profits suggests getting creative.
“If you’re a non profit having that event to raise monehy find that person that’s benefited from your non profit and talk about their story. Make that the news story,” Jones recommends.
“If you have a business and yourcreate a product… how has that product helped people? How can product help someone else? That’s the story. Find that human interest element that’s going to make it newsworthy,” says Jones.
PR pros may make it look easy. But getting attention and free publicity is anything but. When you succeed the payoff is worth it.
It’s normal for local news outlets to get dozens of pitches each day.
A national news organization may get hundreds. So the competition is fierce.