Why Media Attention Matters for Your Business
How to get media attention can transform your business from an unknown entity into a recognized brand. Here are quick tips to get you started:
- Leverage Trending Events: Tie your story to current trending events for greater relevance.
- Engage with Multiple Platforms: Use print, broadcast, and online media for a widespread impact.
- Use Social Proof: Get a celebrity or influencer to support your cause.
- Create Human Interest Stories: Stories that attract public sympathy are more likely to get covered.
- Be Persistent: Don’t be discouraged if you don’t get immediate responses. Follow up respectfully.
Getting media attention is crucial. It provides credibility, boosts visibility, and can lead to increased sales. Media outlets, despite common belief, don’t set their own agendas entirely. They respond to what the public cares about. So, a strategic, multi-platform approach that resonates with the audience is key.
My name is Ahmed Elmahdy, founder and CEO of Rocket Launch Media. Our agency specializes in boosting client visibility through effective media strategies. Find how we’ve increased client revenues by 400% through strategic media campaigns.
Next, we’ll dive into understanding what captures the media’s interest.
Understanding Media Attention
What Do Journalists Want?
Journalists are constantly on the lookout for stories that will capture the attention of their audience. To get media attention, you need to understand what journalists are looking for:
Newsworthiness: Your story must be timely, relevant, and significant. Ask yourself – is this news important right now? Will it impact a large number of people?
Human Interest: Stories that involve real people and their experiences tend to be more engaging. A case study or a personal story can make your news more relatable and compelling.
360-Degree View: Provide a comprehensive perspective. Understand where your news fits in the broader context and why it matters. For example, if you’re launching a new product, explain how it addresses current market needs or trends.
Relevance: Tailor your story to the specific media outlet and its audience. A tech magazine might be interested in the innovation behind your product, while a local newspaper might focus on how it benefits the community.
Simplicity: Make it easy for journalists to cover your story. Provide clear, concise, and well-organized information. Include quotes, statistics, and visuals to support your narrative.
Exclusivity: Offering an exclusive scoop can make your story more attractive. Journalists value exclusivity because it gives them a competitive edge.
“Journalists are pressed for time and always have a narrative in mind—ergo, they aren’t often missing expert opinions. What they are often missing are the numbers to support their story.” – Patrick Ward, Rootstrap
Types of Media Coverage
Understanding the different types of media coverage can help you tailor your approach to maximize visibility.
Local Media: Local newspapers, radio stations, and TV channels are great for reaching a community-focused audience. They are more likely to cover stories that have a direct impact on the local area.
National Media: National outlets have a broader reach but are also more competitive. To get national coverage, your story needs to have wide-reaching significance or a unique angle that stands out on a larger scale.
Press Releases: A press release is a formal way to announce your news to multiple media outlets simultaneously. Make sure your press release is well-written, includes all necessary details, and has a compelling headline.
Feature Stories: These are in-depth articles that provide a detailed look at your business or a specific aspect of it. Feature stories often involve interviews and multiple perspectives.
News Announcements: These are straightforward announcements of new developments, such as product launches, company milestones, or significant partnerships. They are usually distributed through press releases and media advisories.
Trend Pieces: These articles place your business within a larger trend or industry movement. By positioning yourself as an expert or thought leader, you can provide valuable insights that journalists will want to share.
Human Interest Stories: These stories focus on the personal side of your business, such as customer testimonials, employee stories, or community involvement. They are particularly effective for local media coverage.
By understanding what journalists want and the types of media coverage available, you can craft a more effective media strategy. Next, we’ll explore how to build strong relationships with journalists to increase your chances of getting covered.
How to Get Media Attention
Building Relationships with Journalists
Building strong relationships with journalists is crucial for getting media attention. Here’s how to do it:
Direct Contact: Start by identifying journalists who cover your industry. Reach out with a personalized email, introducing yourself and your business. Mention why you think your story would interest them. Carla Diaz, Co-founder @ Broadband Search, emphasizes the importance of building rapport with journalists long before you need them.
Follow-Up: After your initial contact, follow up periodically with updates or new story ideas. This keeps you on their radar without being pushy.
Face-to-Face Meetings: Whenever possible, meet journalists in person. Attend industry events, press conferences, or even invite them for a coffee. This personal connection can make a big difference.
Crafting a Compelling Story
A compelling story is your ticket to media coverage. Here are the key elements:
Clear and Compelling: Your story should be engaging and easy to understand. Focus on the problem, solution, and action. Make sure it excites and engages people.
Concise: Keep it short and to the point. Reporters and the general public don’t have a lot of time. Your message should be simple, jargon-free, and can be said in 15-30 seconds.
Consistent: Ensure your message is consistent across all platforms. Repetition helps it sink in. When advertisers sell their product, they know that people need to hear or see their message multiple times before it sticks.
Control the Message Frame: Stick to your core message and don’t let external questions derail you. This is known as framing the debate. For example, when discussing wages, use terms like “living wage” instead of “minimum wage” to shape the conversation.
Issuing a Press Release
A well-crafted press release can be a powerful tool for getting media attention. Here’s how to do it right:
Press Release Tips: Make sure your press release is newsworthy, clear, and concise. Use a compelling headline and lead with the most important information.
Newswires: Distribute your press release through newswires to reach a wider audience. This can help you get picked up by multiple outlets.
Media Pitch: Alongside your press release, send a personalized pitch to specific journalists. Highlight why your story is relevant to their audience. Atta Ur Rehman, Content Marketer @ Physicians Thrive, suggests pitching journalists rather than publications for a more targeted approach.
Leveraging Social Media
Social media is a powerful tool for engaging your audience and getting media attention. Here’s how to make the most of it:
Twitter: Use Twitter for real-time updates and engaging with trending topics. Follow and interact with journalists and media outlets relevant to your industry.
Facebook: Great for reaching a broad audience and sharing various content types. Use it to post updates, share press releases, and engage with your community.
LinkedIn: Ideal for B2B marketing and professional networking. Share industry insights, company updates, and connect with journalists who cover your sector.
By following these steps, you can build strong relationships with journalists, craft compelling stories, issue effective press releases, and leverage social media to get the media attention your business deserves. Next, we’ll dive into specific strategies for different scenarios.
Strategies for Specific Scenarios
Getting Media Attention for Events
Special events can be a goldmine for media coverage if done right. Here’s how to make your event irresistible to journalists:
1. Event Promotion: Start promoting your event well in advance. Use social media, email newsletters, and your website to generate buzz. The more people talking about your event, the more likely it is to catch a journalist’s eye.
2. Local Media: Don’t overlook local media outlets. They are often more interested in community events and can provide in-depth coverage. Tailor your message to highlight how the event impacts the local community.
3. Photo Opportunities: A great photo can make your story more attractive to media outlets. Plan visually engaging activities and let journalists know about these opportunities in advance. As mentioned in the research, many newspapers prioritize stories with compelling images.
Media Attention for Startups
Getting media attention for a startup can be challenging but incredibly rewarding. Here’s how to stand out:
1. Startup Launch: When launching your startup, tie your PR efforts to your business goals. Are you looking to attract investors? Focus on publications read by venture capitalists. Are you targeting consumers? Aim for consumer-focused media outlets. Bryce Keane from Atomico emphasizes the importance of aligning PR with business objectives.
2. Expert Commentaries: Position yourself or your team members as experts in your field. Offer insightful commentaries on trending topics. This not only gets you media coverage but also builds credibility. Use platforms like HARO (Help A Reporter Out) to find opportunities for expert commentary.
3. Original Research: Conducting original research can provide newsworthy content. Share your findings with journalists to spark their interest. Stephen Light from Nolah Mattress suggests using diverse team members to cover various topics, increasing your chances of getting picked up.
Handling Difficult Questions
Facing tough questions from journalists? Here’s how to handle them:
1. No Comment: Avoid saying “no comment.” It makes you look like you have something to hide. Instead, offer a controlled response. The research warns that stories will proceed without your input, making you appear evasive.
2. Framing the Debate: Control the narrative by framing the debate. Stick to your core message and steer the conversation back to it. For instance, if asked about layoffs, focus on how your company is innovating to create future job opportunities.
3. Staying on Message: Consistency is key. Ensure that all spokespersons are briefed and aligned on the core message. This helps in delivering a unified and strong response, mitigating any potential damage.
By following these strategies, you can effectively get media attention for special events, startup launches, and even handle difficult questions with confidence. Next, we’ll address some frequently asked questions about getting media attention.
Frequently Asked Questions about Getting Media Attention
How do I get media attention for my startup?
Getting media attention for your startup can seem daunting, but it’s achievable with the right approach. Here are some steps to help you stand out:
Set Clear Goals: Define why you want media coverage. Are you looking to attract investors, customers, or build brand credibility? This will guide your media outreach strategy. Bryce Keane from Atomico highlights the importance of aligning PR efforts with business goals.
Create a Reporter List: Identify journalists who cover your industry. Use tools like Google Alerts to track relevant topics and compile a list of reporters. Personalize your pitches to each one, as generic emails are often ignored.
Leverage Social Media: Platforms like Twitter can be goldmines for media opportunities. Search for hashtags like #journorequest to find journalists looking for sources. Amit Raj from Amit Digital Marketing suggests automating this process for better results.
Offer Expert Commentary: Position yourself or your team as industry experts. Platforms like HARO (Help A Reporter Out) can connect you with journalists seeking expert opinions. Stephen Light from Nolah Mattress recommends involving multiple team members to cover a broader range of topics.
Conduct Original Research: Share unique insights or data from your industry. This not only provides journalists with fresh content but also positions your startup as a thought leader.
How do you create media attention?
Creating media attention involves a mix of proactive and reactive tactics. Here’s how you can do it:
Craft a Compelling Story: Your story should be clear, concise, and consistent. Focus on what makes your business unique and how it benefits your audience. Stephen Light emphasizes the importance of understanding what journalists want: stories that are relevant and impactful.
Build Relationships with Journalists: Don’t just reach out when you need coverage. Engage with journalists regularly. Follow them on social media, comment on their articles, and attend industry events where they are speaking. Direct contact and follow-ups are crucial, as Karolina Króliczek from PR Insight notes.
Issue a Press Release: A well-crafted press release can catch a journalist’s eye. Focus on newsworthy elements and make it easy for journalists to see why your story matters. Use newswires to distribute your press release widely.
Use Social Media Effectively: Engage with your audience and journalists on platforms like Twitter, Facebook, and LinkedIn. Share relevant content, participate in trending conversations, and use hashtags to increase visibility.
Follow-Up: After sending your pitch or press release, follow up the next day. Journalists receive tons of emails, and a follow-up can help your story stand out. Karolina Króliczek stresses the importance of persistence in getting your story noticed.
How do you capture media attention?
Capturing media attention requires a strategic approach. Here are some tips:
Understand Newsworthiness: Your story should inform, educate, or amuse. It should have a human interest angle or be tied to current events. Sanem Ahearn from Colorescience advises combining proactive and reactive tactics to maintain a balanced media presence.
Create a Hook: Start with a strong hook to grab attention. This could be a surprising fact, a compelling quote, or a unique angle on a trending topic. Caitlin Strempel from Rising Ranks Digital highlights the importance of a hook in keeping followers engaged.
Be Authentic and Original: Authenticity resonates with audiences. Be true to your brand and offer original content that stands out. Jill Strickman from GENUINE emphasizes the importance of being genuine in your media outreach.
Engage with Visuals: Visual content is more likely to be shared and noticed. Include high-quality images, infographics, or videos in your pitches. A great photo opportunity can make your story more attractive to media outlets.
Respond Promptly: When journalists reach out, respond quickly. Timely responses can make the difference between getting covered or being overlooked. Always be prepared to provide additional information or interviews on short notice.
By following these steps, you can effectively create and capture media attention for your business. Next, we’ll explore more about handling different media scenarios and questions.
Conclusion
Getting media attention can seem daunting, but with the right strategies, it’s entirely possible. Let’s recap what we’ve covered and offer some final tips to get you from zero to headlines.
Summary
We started by exploring the importance of media attention and the benefits it brings to your business. From boosting credibility to increasing brand awareness, media coverage can be a game-changer.
We then digd into understanding what journalists want and the types of media coverage you can aim for. Local media, national outlets, and press releases each offer unique opportunities.
In the “How to Get Media Attention” section, we discussed building relationships with journalists, crafting compelling stories, issuing press releases, and leveraging social media. Each of these steps is crucial to capturing the media’s interest.
Finally, we provided strategies for specific scenarios, like getting attention for events or startups, and how to handle difficult questions.
Rocket Launch Media
At Rocket Launch Media, we specialize in helping businesses get the media attention they deserve. Our services include everything from crafting compelling press releases to optimizing your social media strategy. With our expertise, you can lift your brand and reach a wider audience.
Final Tips
Be Persistent: Media coverage rarely happens overnight. Follow up and stay engaged with journalists.
Stay Relevant: Keep an eye on industry trends and tie your story to current events whenever possible.
Be Authentic: Authenticity resonates. Be true to your brand and offer genuine stories.
Leverage Visuals: High-quality images, videos, and infographics can make your story more appealing.
Respond Quickly: Timely responses to journalists can be the difference between getting covered or being overlooked.
By following these tips and leveraging the strategies we’ve discussed, you’ll be well on your way to getting the media attention your business deserves. Ready to make headlines? Let’s get started with Rocket Launch Media.
