How To Get More Media Coverage For Your Brand

Imagine this: a well-respected news outlet features your business, product, or expertise. Suddenly, your website traffic surges, your brand recognition skyrockets, and sales inquiries flood your inbox. This is the power of media coverage.

But what is media coverage, exactly? Simply put, it's the exposure your business receives through various media channels, including:

• Print: Newspapers, magazines, and trade publications.
• Digital: Online news sites, blogs, industry websites, and podcasts.
• Broadcast: Television and radio.

Getting featured in the media might seem daunting, but it's absolutely achievable with the right strategy. This comprehensive guide will walk you through the essential steps to craft newsworthy stories, connect with journalists, and ultimately, land that coveted media coverage for your business. Let's dive in!

Laying the Groundwork

Define Your Target Audience and Goals: Know Your "Why"

Before you even think about contacting journalists, it's crucial to understand who you're trying to reach and what you hope to achieve with media coverage. This clarity will shape your story, your pitch, and your overall approach.

Who are you trying to reach?

Imagine your ideal customer or client reading the article or watching the news segment about your business. What are their demographics, interests, and pain points? Consider:

• Age: What age range are you targeting?
• Location: Where do they live (local, regional, national, global)?
• Industry/Profession: What do they do for a living?
• Interests: What are they passionate about? What problems do they face?
• Media Consumption Habits: Where do they get their news and information? Which publications, websites, and social media platforms do they use?

Understanding your target audience allows you to identify the media outlets they actually consume. Reaching the wrong audience is a waste of your time and resources.

What goals do you want to achieve?

Media coverage isn't just about getting your name out there; it's about driving specific business outcomes. What are your key objectives? Some common goals include:

• Increase Brand Awareness: Introduce your business to a wider audience.
• Generate Leads: Attract potential customers to your website or sales funnel.
• Drive Sales: Directly increase revenue.
• Establish Thought Leadership: Position yourself as an expert in your industry.
• Recruit Talent: Attract top-tier employees.
• Support a Specific Campaign or Initiative: Promote a new product launch, event, or cause.

How does media coverage help?

It's not enough to want media coverage. You need to articulate how it directly contributes to achieving your business goals with your specific target audience. This connection is the rationale behind your entire media outreach strategy.

Ask yourself these questions, and then answer them specifically:

• Where does your target audience get its information? (e.g., Industry-specific publications, local news, podcasts, specific blogs, social media influencers). This reveals which media outlets are relevant.
• How does that media outlet influence their purchase decisions or opinions? (e.g., Provides trusted reviews, highlights new trends, showcases expert opinions). This explains the power of that outlet.
• What action do you want them to take after seeing your coverage? (e.g., Visit your website, request a demo, sign up for a newsletter, purchase your product). This defines your desired outcome.

A strong connection example:

"Our goal is to increase sales of our 'Sustainable Starter Kit' among eco-conscious parents (Target Audience). These parents regularly read 'Green Living Magazine' and trust its recommendations for eco-friendly products (Relevant Outlet & Influence). Therefore, securing coverage in 'Green Living Magazine' that highlights the benefits of our kit and includes a call to action to visit our website (Desired Outcome) will directly drive sales and increase brand awareness within our target market."

Craft Your Brand Story & Key Messages

Now that you know who you're talking to and what you want to achieve, it's time to define what you want to say. This involves crafting a compelling brand story and identifying your key messages. Think of this as the core narrative that will resonate with both journalists and your target audience.

What is Your Brand Story? (The Heart of Your Business)
Your brand story is more than just your company history. It's the narrative that explains why you exist, what problems you solve, and what makes you unique. Ask yourself:

• What's your founding story? What inspired you to start your business?
• What problem are you solving? What needs are you fulfilling for your customers?
• What are your core values? What principles guide your business decisions?
• What's your unique selling proposition (USP)? What makes you different from your competitors?
• What's your mission and vision? What are you striving to achieve in the long term?

Your brand story should be authentic, relatable, and emotionally engaging. It should connect with your target audience on a deeper level and inspire them to learn more.

What are Your Key Messages? (The Takeaways)
Key messages are the 2-3 core points you want to consistently communicate about your business. These messages should be:

• Clear and Concise: Easy to understand and remember.
• Consistent: Used across all your marketing and communication channels.
• Relevant: Aligned with your target audience's interests and needs.
• Differentiated: Highlight what makes you unique.
• Memorable: Easy to recall and share.

Examples of key messages:

• "We empower small businesses with affordable and effective marketing solutions."
• "Our sustainable practices protect the environment for future generations."
• "We're revolutionizing the [Industry] with innovative and user-friendly technology."

Why is this important for media coverage?
Journalists are looking for compelling stories that will resonate with their audience. A well-defined brand story and clear key messages will:

• Make your business more newsworthy.
• Help you stand out from the competition.
• Ensure that the media coverage accurately reflects your brand.
• Increase the likelihood that your story will be picked up by multiple outlets.

By investing time in crafting your brand story and key messages, you'll be well-positioned to attract media attention and achieve your business goals.

Identify Relevant Media Outlets and Journalists

You've crafted your story and defined your key messages. Now it's time to find the right megaphone – the media outlets and journalists who can amplify your voice and reach your target audience. This involves research, targeting, and strategic relationship building.

Researching Media Outlets:
Start by identifying publications, websites, blogs, podcasts, and broadcast outlets that your target audience actually consumes. Consider:

• Industry-Specific Publications: Trade magazines, industry news sites, and blogs that focus on your niche.
• Local Media: Newspapers, TV stations, and radio stations in your geographic area.
• National Media: Major news outlets with a broad reach.
• Online Influencers: Bloggers, YouTubers, and social media personalities who have a large and engaged following in your industry.
• Podcasts: Audio programs that cater to specific interests and demographics.

Look for outlets that regularly cover topics related to your business, industry, or target audience. Pay attention to their editorial guidelines, submission policies, and overall tone.

Identifying Key Journalists:
Once you've identified relevant media outlets, it's time to find the journalists who write about your area of expertise.

• Read articles and watch segments: Pay attention to the reporters who cover your industry.
• Use media databases: Services like Cision, Meltwater, and Prowly provide contact information for journalists. (Note: These are often paid services.)
• Follow journalists on social media: Twitter (Now X) is a great platform for connecting with journalists and learning about their interests.
• Check the outlet's website: Many publications have a staff directory with contact information.
• Attend industry events: Networking events can be a great way to meet journalists in person.

Focus on building a list of journalists who are likely to be interested in your story.

Qualifying Your List:
Before you start pitching, take the time to qualify your list. Ask yourself:

• Does this journalist cover my industry?
• Have they written about similar topics in the past?
• What's their writing style and tone?
• Do they have a large and engaged following?
• What's the best way to contact them? (Check their social media profiles for preferred methods)

By qualifying your list, you'll increase the likelihood that your pitch will be well-received and that your story will get published.

Why is this so important?
Reaching out to the wrong media outlet or journalist is a waste of time and can damage your credibility. By taking the time to identify the right targets, you'll significantly increase your chances of securing media coverage and achieving your business goals. It's about quality over quantity.

Creating a Newsworthy Story

Understanding What Makes a Story Newsworthy (The News Peg): The "Why Now?" Factor

Before you pitch your story to the media, you need to ensure it's actually newsworthy. Journalists are bombarded with pitches every day, so you need to give them a compelling reason to pay attention to yours. This is where the concept of a "news peg" comes in. A news peg is the hook that makes your story relevant and timely. It's the answer to the journalist's unspoken question: "Why now?"

Here are some key elements that make a story newsworthy:

#1 Timeliness:

• Definition: Connect your story to current events, trends, or upcoming holidays/seasons.
• Example: "With [Holiday] just around the corner, [Your Business] is offering [Special Promotion/Product] to help families [Benefit]."
• Why it matters: Journalists are always looking for stories that are relevant to what's happening right now.

#2 Impact:

• Definition: How does your story affect people, the community, or the industry?
• Example: "[Your Business] is launching a new initiative that will create [Number] jobs in [Community]."
• Why it matters: Stories that have a significant impact on people's lives are more likely to get coverage.

#3 Novelty/Uniqueness:

• Definition: Is your story unusual, innovative, or groundbreaking?
• Example: "[Your Business] is the first company to develop [Innovative Technology/Product] that [Benefit]."
• Why it matters: Journalists are always looking for something new and different.

#4 Human Interest:

• Definition: Does your story have an emotional or relatable element?
• Example: "Meet [Customer Name], who used [Your Product/Service] to overcome [Challenge] and achieve [Goal]."
• Why it matters: Stories that connect with people on an emotional level are more likely to be shared.

#5 Proximity:

• Definition: Is your story relevant to a specific geographic area?
• Example: "[Your Business], a local company, is sponsoring [Local Event] to support [Local Cause]."
• Why it matters: Local media outlets are always looking for stories that are relevant to their community.

#6 Conflict (Use Carefully):

• Definition: Is there a challenge, a disagreement, or a struggle involved?
• Example: "[Your Business] is taking on [Industry Challenge] by developing [Innovative Solution]."
• Why it matters: (Use with caution!) Conflict can be a compelling news peg, but be careful not to create unnecessary controversy. Focus on the positive solution you're offering.

Finding Your News Peg:

Before you pitch your story, ask yourself:

• What's the most newsworthy aspect of my business?
• How can I connect my story to current events or trends?
• Who will be most impacted by my story?
• What makes my story unique or different?

By identifying a strong news peg, you'll significantly increase your chances of getting media coverage. It's about framing your story in a way that's relevant and appealing to journalists and their audience.

Story Ideas & Angles

Now that you understand the elements of a newsworthy story, let's brainstorm some specific story ideas and angles that you can use to attract media attention. The key is to think beyond simply promoting your business and focus on providing value to the audience.

Here are some common and effective story ideas, along with potential angles:

#1 Product Launches/Updates:

• Angle 1: The "Problem Solver": Focus on how your new product or update solves a specific problem for your target audience. Example: "New [Product Name] Helps Small Businesses Automate Their Social Media Marketing."
• Angle 2: The "Innovation Leader": Highlight the innovative features or technology behind your product. Example: "[Your Company] Introduces AI-Powered [Product Name] to Revolutionize [Industry]."

#2 Company Milestones:

• Angle 1: The "Anniversary Celebration": Celebrate a significant anniversary and reflect on your company's history and accomplishments. Example: "[Your Company] Celebrates 10 Years of Serving the Community."
• Angle 2: The "Expansion Story": Announce a new office, location, or market expansion. Example: "[Your Company] Expands to [New Location] to Meet Growing Demand for [Product/Service]."

#3 Industry Trends:

• Angle 1: The "Expert Commentary": Provide insights and analysis on current trends in your industry. *Example: "[Your CEO] Discusses the Future of [Industry] at [Conference]."
• Angle 2: The "Trend Prediction": Share your predictions for the future of your industry. Example: "[Your Company] Predicts [Trend] Will Transform [Industry] in 2024."

#4 Customer Success Stories:

• Angle 1: The "Transformation Tale": Showcase how your product or service helped a customer overcome a challenge and achieve a goal. Example: "[Customer Name] Transforms [Aspect of Their Business] with [Your Product/Service]."
• Angle 2: The "Quantifiable Results": Highlight the measurable results your customers have achieved using your product or service. Example: "[Customer Name] Sees [Percentage] Increase in [Metric] After Implementing [Your Product/Service]."

#5 Research/Data:

• Angle 1: The "Exclusive Findings": Share interesting findings or statistics from your company's research. Example: "[Your Company]'s Research Reveals [Surprising Statistic] About [Industry]."
• Angle 2: The "Data-Driven Insights": Provide data-driven insights that are relevant to your industry. Example: "[Your Company] Uses Data to Help Businesses Improve [Area of Performance]."

#6 Events & Initiatives:

• Angle 1: The "Community Impact": Highlight your company's involvement in a local event or initiative. Example: "[Your Company] Sponsors [Local Event] to Support [Local Cause]."
• Angle 2: The "Partnership Announcement": Announce a partnership with another organization. Example: "[Your Company] Partners with [Organization Name] to [Achieve Goal]."

Remember to tailor these ideas to your specific business and target audience. Think about what makes your company unique and what value you can offer to the media and their audience.

Develop a Compelling Press Release (or Media Alert)

Once you have a newsworthy story idea, you need to package it in a way that's easy for journalists to understand and use. This is where a press release (or media alert) comes in. A well-crafted press release is a powerful tool for getting media coverage.

#1 Press Release vs. Media Alert: What's the Difference?

• Press Release: A comprehensive announcement of a newsworthy event or development. Use it for product launches, major announcements, partnerships, etc.
• Media Alert: A brief notification to the media about an upcoming event or opportunity. Use it to invite journalists to a press conference, product demo, or special event.

For this guide, we'll focus on the press release, as it's the more common and versatile tool. However, the principles apply to media alerts as well.

#2 Optimizing Your Press Release:

• Use keywords: Incorporate relevant keywords into your headline, body, and image alt tags.
• Format your press release: Use a professional template and follow AP style.
• Proofread carefully: Check for typos and grammatical errors.
• Distribute your press release: Use a reputable press release distribution service like MarketersMEDIA Newswire to reach over 500 media outlets or contact journalists directly.

By following these guidelines, you can create a compelling press release that will capture the attention of journalists and help you get media coverage. 

Need a little extra help?
We have press release templates available to guide you through the process and ensure you include all the essential elements. 

Reaching Out to the Media

Crafting a Personalized Pitch: Making a Connection

You have a compelling story and a well-crafted press release. Now, it's time to reach out to journalists and pitch your story. This is where personalization is key. A generic, mass-mailed pitch is likely to be ignored.

Personalization is Paramount:

This is not about sending the same email to 100 journalists. It's about showing each journalist that you've done your research and understand their work.

#1 Research the Journalist:

• Read their articles and segments. Understand their beat (the topics they regularly cover).
• What types of stories do they typically cover?
• What's their writing style and tone?

#2 Address Them By Name:

• "Dear [Journalist's Name]," not "Dear Editor" or "To Whom It May Concern."

#3 Reference Their Work:

• Show that you've read their work and that you understand their interests.
• "I enjoyed your recent article on [Topic] in [Publication]."

#4 Explain Why Your Story is Relevant to Them:

• Connect your story to their beat and their audience.
• "I thought you might be interested in [Your Story] because it relates to [Topic] that you've covered in the past."

#5 Keep Your Pitch Short and Concise:

• Journalists are busy. Get to the point quickly.
• Aim for a few paragraphs, not a lengthy essay.

#6 Highlight the Key Angle:

• Clearly state the most newsworthy aspect of your story.
• "The key angle here is [Benefit/Impact] for [Target Audience]."

#7 Offer an Exclusive Angle or Information (If Possible):

• Give the journalist a reason to choose your story over others.
• "I can offer you an exclusive interview with our CEO about [Topic]."

#8 Proofread, Proofread, Proofread!

• Typos and grammatical errors will make you look unprofessional.

By crafting personalized pitches, you'll significantly increase your chances of getting a journalist's attention and securing media coverage. Here is a template example for you.

Choosing the Right Communication Channel

Once you've crafted a personalized pitch, it's crucial to choose the right communication channel to deliver it. The wrong channel can result in your pitch being ignored or even marked as spam.

#1 Email: The Preferred Method

• Generally the most professional and effective method for initial contact.
• Allows journalists to review your pitch at their convenience.
• Provides a written record of your communication.
• Subject Line Matters: Keep your email subject line clear, compelling, and relevant.
  Example: "Story Idea: [Compelling Headline Related to Their Beat]"
• Include a Clear Call to Action: Make it easy for the journalist to respond.

#2 Social Media: Use with Caution

• Primarily for connecting with journalists, not for direct pitching.
• Engage with their content, share their articles, and offer helpful insights.
• Follow them to stay informed about their interests and upcoming stories.
• Only pitch via social media if the journalist specifically requests it.
• Twitter (now X) can be useful for quick questions or comments, but avoid lengthy pitches.

#3 Phone: Generally Avoid for Initial Contact

• Unless you have an existing relationship with the journalist, avoid calling them out of the blue.
• Phone calls can be disruptive and often unwelcome, especially for initial pitches.
• Use phone calls for follow-up only, if appropriate (and after attempting email).

Choosing the right communication channel shows you respect a journalist's time and preferences. Email is generally the best starting point for building a relationship and pitching your story.

Timing is Everything: Hitting the Sweet Spot

The timing of your pitch can significantly impact its success. Sending a pitch at the wrong time can mean it gets buried in a journalist's inbox or overlooked due to competing deadlines.

• Avoid Weekends and Holidays:
  • Journalists are generally off work on weekends and holidays.
  • Your pitch is likely to get lost in the shuffle.
• Consider the Journalist's Deadlines:
  • Understand the publication's or outlet's deadlines.
  • Pitch well in advance of the deadline to give the journalist time to consider your story.
• Think About the News Cycle:
  • Avoid pitching during major news events that are likely to dominate the headlines.
  • Look for opportunities to connect your story to current events or trends.
• Morning vs. Afternoon:
  • Many sources suggest that mid-morning (around 10:00 AM - 11:00 AM) is a good time to send emails, giving journalists time to clear their inboxes first. Experiment to see what works best for you and the journalists you target.

Following Up

Following up is crucial.

• Wait a Few Days
• Send a Polite Email: Reiterate your story.
• Don't Be Pushy
• Respect Their Decision

Building Relationships: The Long Game

Building relationships with journalists is a long-term investment that can pay off significantly. It's about becoming a trusted source of information and building mutual respect.

• Engage on Social Media:
  • Share their articles, comment on their posts, and offer helpful insights.
• Offer Yourself as a Resource:
  • Let journalists know that you're available to answer questions or provide expert commentary on relevant topics.
• Attend Industry Events:
  • Networking events can be a great way to meet journalists in person and build relationships.
• Be Helpful, Not Just Self-Promotional:
  • Focus on providing value to the journalist, not just promoting your business.
• Thank Them for Their Time and Coverage:
  • A simple thank-you note can go a long way.
• Be Patient and Persistent:
  • Building relationships takes time and effort. Don't get discouraged if you don't see results immediately.

By mastering the art of timing, following up effectively, and building genuine relationships with journalists, you'll significantly increase your chances of securing media coverage and achieving your business goals. This is an ongoing process, not a one-time event.

After the Coverage

Congratulations! You've secured media coverage. But the work doesn't stop there. It's crucial to capitalize on your success and maximize the impact of the coverage. This involves promoting the coverage, tracking your results, and nurturing your relationships with journalists.

#1 Thank the Journalist: Show Your Appreciation

• Send a Thank-You Note or Email: Express your gratitude to the journalist for their time and effort.
• Be Specific: Mention something specific you appreciated about the article or segment.
• Keep it Brief and Sincere: A simple thank-you goes a long way.
• This is a fundamental act of professionalism and helps foster goodwill for future interactions.

#2 Promote the Coverage: Share the Good News

• Share the Article on Your Website:
  • Create a blog post summarizing the coverage and linking to the original article.
• Promote on Social Media:
  • Share the article on all your social media platforms.
  • Tag the journalist and the media outlet.
  • Use relevant hashtags.
• Include in Your Email Newsletter:
  • Share the article with your subscribers.
  • Highlight the key takeaways and benefits for your audience.
• Add to Your "Press" or "In the News" Section:
  • Create a dedicated section on your website to showcase your media coverage.
  • This is a great way to build credibility and attract new customers.
• Consider a Case Study or Blog Post:
  • Expand on the coverage with your own take, going deeper into the topic.

#3 Track Your Results: Measure Your Success

• Monitor Website Traffic:
  • Track the increase in website traffic after the coverage.
  • Use Google Analytics or other website analytics tools.
• Track Social Media Mentions:
  • Monitor social media for mentions of your company and the article.
  • Use social media monitoring tools.
• Track Lead Generation and Sales:
  • Monitor the increase in leads and sales after the coverage.
  • Use CRM software or other sales tracking tools.
• Analyze the Impact:
  • Determine the ROI (return on investment) of the media coverage.
  • Identify what worked well and what could be improved for future campaigns.

#4 Maintain the Relationship: Nurture Your Connections

• Stay in Touch with the Journalist:
  • Continue to engage with their content on social media.
  • Offer yourself as a resource for future stories.
  • Share relevant industry news and insights.
• Provide Feedback:
  • If you have any feedback on the article or segment, share it with the journalist in a constructive manner.
• Offer New Story Ideas:
  • Keep the journalist in mind for future story ideas that might be relevant to their beat.

By actively promoting your coverage, tracking your results, and nurturing your relationships with journalists, you can maximize the impact of your media coverage and achieve your business goals. Think of media coverage not as an endpoint, but as a springboard for future success.

Your Journey to Media Success Starts Now

Getting media coverage isn't a magic bullet, but it is a powerful tool that can significantly elevate your brand, build credibility, and drive business growth. 

Remember, securing media coverage is a marathon, not a sprint. It takes time, effort, and persistence. Don't get discouraged if you don't see results immediately. Keep refining your approach, building relationships, and offering valuable stories to the media.

The benefits of media coverage are well worth the effort. Increased brand awareness, improved credibility, lead generation, and SEO benefits are just a few of the rewards that await.

Good luck, and we look forward to seeing your brand in the headlines!

Contact our sales team today to discover how we can help you publish your story and reach a wider audience.