Step #1 You must start with a clear goal in mind.
If you don't establish what you want the outcome of your media exposure to be BEFORE you begin, you are sowing the seeds of your own destruction. Ask yourself, do you want more exposure, position yourself as the expert in your industry, launch a product, or get new customers attracted to an existing product? What is your "there?" And how are you going to get that message across to the reporter or editor and their audience?
A good media relations program (one that gets you results) is a long-term program that needs tending like a garden. Yes, you can get immediate coverage once or twice; wouldn't you rather have the media come to you all the time? When you are setting your media objectives make sure they're achievable and realistic.
Step #2 What is your story?
Take this quick test, right now. In 30 seconds tell me what your story is. I'm a reporter and I've just asked you the "What do you do" question. Go.
Were you able to say your, as many people call it, USP (Unique Selling Proposition) in 30 seconds? Did it sound like it was "news" or more of a marketing pitch. If it sounds more like a marketing pitch which most of the time it is, which is why you don't get all the media coverage you can, is that you are not telling people about the benefits of your information and only covering the features of a product or service. When you create real news you must make your story benefits driven. The media is not your marketing department. They are looking for a good story to tell their readers, listeners, or viewers and never forget they want to keep their jobs, too.
Step #3 Who will want to tell your story?
So now that you have your story that is packed with benefits, who's the best outlet to cover it; radio, TV,
print, the Internet?
Here's a simple key to success: Start locally. Don't worry about getting on Oprah, because most of her "real person" stories come from local markets anyway. Your best bet for finding coverage in your local market is to do a bit of research. If you sell auto parts, read the local papers and find out which reporters cover the auto industry. See how they write, where their passions are and then make the connection. The same thing goes for all media outlets. Go to their web sites and get to know the reporter's and editor's styles, likes and dislikes. That way when you connect with them, you will know a bit more about them and can speak much differently than all the losers waiting at the media's front door begging to get in.
MEGA TIP: If you remember that the media has two major goals in mind when you pitch your idea you will have a much greater chance at success. Here are the two goals: 1) They want to increase subscriptions, ratings, or advertising. The only way they can do this is if the stories they report are salient and interesting. 2) They all want to keep their job and they can do this by making the stories they report salient and interesting. Do you see a trend here?Step #4 You must build the relationships.
Every member of the media I know is, or believes they are, overworked, underpaid, and always on (or past) deadline. With this little sliver of knowledge you can wind your way into the media's hearts by not wasting their time. I know, you now thinking, "Randall, what's the secret to all this? How can I get coverage and build these relationships? They won't even talk to me?" All good questions...
The fact is that you and your press release, media alert or pitch letter are up against thousands of others of the same ilk every day. And here's the bad news... Less than 1% of press releases ever get read and less than that ever make it in print or on air. Don't despair, because here's a strategy to help you always be in the 2% that does get read.
You need to often send more than just a release or alert. You can also include a "tips" page for journalist to use for their research. You can include a "questions" page for help on what types of questions you could be asked and how they are salient to the story. In other words do some of the reporter's work for them. The more you do to help, the better your chance of getting coverage. It's called WIIFM (What's in it for Me) and in this case the "Me" is the reporter or editor.
Step #5 Following up on your coverage.
This is the step that most so-called media gurus leave out. They seem to think that once you get the coverage you're done. Wrong. You worked hard to get your media coverage and now you're going to just feel good about it? BS. Do something with it and make some money! Here are a few ideas that you can use to re-deploy any coverage you receive:
1) Send and email to your database with a copy of the interview or coverage. This let's your customers know that you are the expert (only experts get interviewed, right) and gives you another opportunity to have a logical touch-point with your customers.
2) Send out another press release to different media on a similar topic and insert information that you are the expert and other media outlets are interviewing you because of your expertise.
3) Put the interview or other coverage on your website in the "Press Room" or other media area. This is also a good place for you to place all of your press releases, too so that everyone may see what you're doing, how good you are, and why they should spend money with you.
If you use these 5 Critical Steps you can get all the media coverage you want, build your expert credibility, and increase your revenues. Good hunting and make to let me know of your success stories. I'd love to feature them in an upcoming blog.
I am yours in success,
Randall
p.s. For the internet, press release services like PRWeb and the like are great and they can get you good exposure, but what I have found is that these internet distribution outlets do a better job at getting you better SEO results because of how they do their distribution.
Remember to always have a media section on your web site so when Google and the other search engines come knocking, they see your new content and report on it to the world.
