image courtesy of freedigitalphotos.net/Gualberto107
While the traditional press release is still alive and well, it isn’t really what connects your brand to the media. We challenge you to think outside the press release and try these tips for engaging media partners:
Tell a Great Story
Understand your ‘real’ story
- How do you add value to your community and/or your prospects?
- What do you want your audience to remember most about your business?
Choose the Right Media
Know where your customers get their information and all of your media options
- Where does your ideal client get her information? What is she reading, watching or turning to for advice on the very products and services you have to offer?
- What traditional media outlets are available and what are their production schedules?
- Name some of the top bloggers currently reaching your ideal audience.
- Are you using your own social media networks?
- Look at other options: YouTube, Pinterest, FourSquare
Tailor and Plan Your Pitch
Each media and contact is unique; make sure your pitch reflects your knowledge of the media outlet and your contact
- Who is your primary contact for each media outlet—reporter, managing editor, producer, etc.?
- What type of content does each writer/producer develop?
- What kind of experience are they trying to create for their audience?
- How do you add value to each of your media contacts—how can you help them create the kind of content they want to create for their audience?
- Develop key messaging for each group
Be Accessible
Once you make the pitch, make sure you are available to give reporters, producers and bloggers what they need–when they need it.
- Consider creating an online media kit that includes company info, executive bios and even video or audio clips of recent interviews
- Develop ready-to-use tip sheets on topics where you are an expert (i.e. “Top 5 Tax Tips”). What areas would you consider yourself an expert?
- What is your :30 or :60 second pitch should you pick up the phone and a reporter is on the other end?
- Return all phone calls or emails within 24-hours—remember, they are often on a tight deadline
What tips do you have for engaging the media with your brand?
