Did you know that February 1- 7 is Publicity for Profit Week? “ There’s a fairly well-kept secret among top PR agencies and major corporations. What’s the secret? Most newspapers, and many other types of media outlets, are understaffed and often have significant editorial gaps to fill. They rely on free outside copy that arrives in the form of “mat” releases, articles that are prewritten and ready for publication. You can take advantage of those gaps by writing articles and sending them to your local editorial staff (the one that would most likely handle your topic area). Be sure to include your byline (signature file) who knows, they may use it and it could potentially generate dozens of leads–or more. Make sure the article is filled with quality content, not just a self-promotion piece.
Here are ten tips to help you turn frustration into satisfaction and raise your chances of getting the media coverage you work so hard to get:
1. Make it easy for journalists to cover your story. Media professionals are often on a deadline and the easier you make their job, the more likely they are to return the favor by giving you exposure.
2. Do what your competition doesn’t. Most businesses just send a media release, cross their fingers and hope someone will pick it up and write about it. Go beyond that by creating more value. For example you could write a tip sheet to go with the release or even a list of Frequently Asked Questions (include brief answers, and leave just enough to whet their appetite and want to know more). The whole point of getting the media to pick up the phone and call you for the rest of the story.
3. A picture is worth a thousand words – If you mail a release, include a photo “ if you email it, include a link to photos. A photo can tell the part of the story words alone cannot.
4. Have a media page on your website devoted to information the media would be interested in such as other coverage you have received, current and past news releases, audio interviews, Q & A, photos and more.
5. Contact magazines in your topic or interest area and see if they allow outside contributions from experts. Ask about writer guidelines, deadlines, editorial calendars, etc. And be sure and send something! The first time I did this, I was pleasantly surprised by the results. I had no idea how to write a good article, but I did have marketing expertise. The editor loved the ideas in my article and edited it to fit their needs (pretty much rewriting the article). Since then I have learned what they like and don’t like and have written for them on several occasions.
6. Put your ego aside and be willing to learn. I believe the reason my very first article was even accepted was because of my willingness to learn their needs and take the advice the editor gave me. Since then I have written articles for hundreds of magazines, newspapers and newsletters.
7. Be professional. I mentioned that the first article I wrote was rewritten. The article was grammatically correct, however, the thoughts did not flow well, until it was rewritten.
8. Make sure you are targeting the appropriate audience. Don’t do what I have done; write just for the sake of writing. While it’s good to hone the skill, it isn’t good for building relationships. You don’t want to waste the time of the journalists you are targeting by sending them things that don’t fit their needs or their target audience. Get to know the media you plan to target. Find out what they want and need most and fill that need. If you don’t know, ask them.
9. Be reactive. If you notice the competition getting coverage, call the journalist who wrote about it and offer ideas for the next time she or he writes about your subject or expertise. Ask about future story ideas and if they have any pressing needs or working stories which you may be able to help them with.
10. Be proactive. If you can predict what your target media will be covering, you can help them by giving them the kind of stories they need. If you notice a recurring trend at certain times of year or seasons and you can address that trend either with a story or an event, your chances of getting coverage increase. For instance most companies plan their Breast Cancer Events and initiatives during October (Breast Cancer Month) when it has a greater chance of getting media attention.
And finally, keep your promises! Submit your stories, articles and resources when you say you will. Better yet, be ahead of the deadlines and you will be a hero in the eyes and minds of the media. After all, you want that media coverage now, don’t you?
For more ideas like these, check out Quirky Marketing ~ 365 Ways to Promote Your Business Using Zany & Non-traditional Holidays. In addition to 365 Ideas to promote your business, inside the 2010 Edition of Quirky Marketing Calendar, we show you how to use the calendar, how to work with the media, give you monthly action plan templates, a blank monthly calendar and more. At the end of each chapter is a comprehensive listing of additional holidays you can explore and use to promote your business. And an expanded resource section.
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Go to www.QuirkyMarketingCalendar.com to learn more and get your copy of Quirky Marketing today!