Previously published on http://digitalbrandmarketing.com on January 11, 2012.
the fact that nearly 300 newspapers
closed and social media has grown
over the past few years, securing
media coverage is still one of the
best ways to create
a buzz about your brand, your products and your services.
the rise of blogs, online magazines
and stable local television news
programming (broadcast, cable and
online), there are many outlets
where businesses and individuals
can get their stories told and reach tens of thousands, if not millions.
key to securing media coverage is
creating the right pitch with the
appropriate information and sending
it to the right media person. No
matter how much the media
changes and no matter what outlet is being pitched these rules always apply.
Members of the media are not in the
business of writing ads or
commercials for you. They want news
and information that is relevant to
their readers and of interest to
them. When pitching remember you want to get to know to whom you are pitching. Think like a reporter or editor. Research reporters and follow them on social media
and build a relationship. According to Kara Sassone’s 5 Tips for Getting Media Coverage Using Social Media, on Hubspot.com blog, pay attention to what journalists are
posting. If relevant get involved in the conversation.
makes a good pitch? According to
comments made by Douglas Fruehling,
editor of the Washington
Business Journal, in a blog by
Christine Cube: Tips for
Business Editors on PR Newswire’s Profnet Blog, the key is to know the organization and the news outlet before a pitch is even made. Pitching without knowing the outlet
or the media person is a major problem that I often see non-media relations professionals making. It hurts their chances to get a story and limits the ability to build a
relationship with a member of the media over the long term.
Do you want to get your story out to the media? Here are two sites that you can start with today:
Help A Reporter Out (HARO)
site has been around for a number of
years and there is no cost to sign
up. After you create an account you
receive regular e-mails with lists
of queries from members
of the media looking for sources. If you are an expert or have information in the subject matter they are asking about you can submit a pitch.
Advantage: Multiple opportunities
are sent to you ever day and some
come from major news outlets
including The New York Times,
USA Today and CNNMoney.com.
could get a major hit by using this service.
Disadvantage: Because this is free
there are many subscribers. This
means that if you submit a pitch you
are probably competing with dozens,
possibly hundreds of others.
Reporters may stop looking at pitches once they have found one that they like. On this site you also do not communicate directly with reporters so you never know their
e-mail address. This limits the ability to follow up on a pitch.
free site provides regular emails to
subscribers seeking to pitch stories
to the media. E-mails contain media
pitch requests and users submit
requests through an online
Advantage: Free and easy to use online portal for submitting information. Fewer subscribers which make your chances of getting a story better.
Disadvantage: Fewer opportunities
coming from fewer media outlets.
This service does not have as many
large media outlets, but they do
have national radio programs and
who frequently ask for sources.
Pitching the media is an art form
and it takes skill, creativity and
knowledge of what the media is
looking for. However, if you have a
good story, are an expert source and
time, utilize these free services and put your pitching skills to the test.
Vocus: Sneak Peak: State of Social Media
5 Tips for Getting Media Coverage Using Social Media
Tips for Pitching the Business Media
© 2012 by William "Bill" Corbett, Jr