Boosting media attention is all a matter of timing and does not have as much to do with the quality of a press release. When putting together a marketing campaign in hopes of media coverage, consider the needs of the editors who are the only ones standing between you and readers.
Tailor the marketing angle of your products or services to something that will appeal to readers. Don't make it sound like an infomercial, but rather tell a story with your press release. Follow these tips for shaping an engaging angle.
- Know Your Audience. If you want to be featured in a newspaper or magazine, read it. Try to understand the types of readers receiving that publication and analyze the other articles and ads included in it. Create a press release or marketing campaign that will fit into the publication.
- Are you newsworthy? Does your information related to other headlines being published? What does your business have to offer readers? Does your business have a unique story to tell? Companies with a fresh take on the industry are more likely to be noticed and featured.
- Follow up. Don't just fax in a press release and wait to see if it runs. Follow up with the publication to make sure they received it and to offer the editor reasons why running your information will benefit the newspaper or magazine.
Think outside of the box in order to create a media buzz around your company. Tell your story in a way that is appealing to editors so that readers have a chance to learn more about who you are and why they should give you their business.
Source: Marsha Friedman Photo: Helmut Gevert