News rooms are shrinking while the number of new start-ups looking for media attention continues to grow. Knowing how to cut through the noise during your PR campaign can make a huge difference in results.
In modern journalism interaction is key, articles which can spread on social platforms is worth more in this digital-first era.
If you lack a strong enough hook in your product or service, at least in the initial stages, try approaching editors with comments or thought-leadership ideas. Fresh outlooks within your industry which goes against the norm to get people talking about you and your business.
Be aware though that the line between provoking a conversation and causing offense can sometimes be thin and the last thing that we want is to upset readers or editors.
Know where to start
Unless you are delivering a truly revolutionary product reaching out to national media is unlikely to bring results except if you have personal contacts.
Instead, work up through the ranks. Reaching out to local and regional media to build a solid base of coverage which larger media outlets can see during their research into your business.
A smaller, more refined list of targets will be easier to pitch than a wider scattergun approach.
First however you need to create your pitch for editors. There are a few things to keep in mind here. Once you know who you want to reach out to, check:
- Do they have specific guidelines for pitching or editorial approaches?
- Who is the best person to reach out to? The overall editor is often not your top option.
- Are there any specific points of information they want from you? Some editors like to receive images, others just want text to begin with.
- Is your product or service relevant to their audience?
Once you are happy that what you have to offer is worthwhile it is time to pitch.
How to pitch?
Each journalist wants slightly different things. With job cuts and smaller teams most editors and reporters will have an inbox overflowing with pitches, many of which will never be opened.
Which makes your subject line vital to grabbing attention.
Distil the essence of your product, service, comment, or business down to its most basic form in a way that would make someone want to open and see more.
Due to the low chances of being seen first-hand, following up on your pitching is also imperative to getting in front of the right person.
We suggest following up four to five days after the initial pitch, and a final chase a week after this. Constant follow-ups every day could end up with you being blacklisted.
PR campaigns can be tough, time-consuming, but ultimately rewarding when successful.
If you need help with your own PR marketing activities the expert team at Brighter Directions can help with any PR, social media, email marketing, or general enquiries. Get in touch today at hello@brighterdirections.co.uk or call us on 01246 586 330.
