Getting Media Attention with No News

GettingMediaAttentionIf you’ve heard the saying, “No news is good news,” and adopted this for your company’s public relations practices, you could be shooting yourself in the foot. Getting some attention from the media is one of the best ways to build brand awareness and show thought leadership for your company. But what do you do if your company doesn’t have any breaking news to share? Here are three things you can do to get media attention even without any big stories from your company to share.

Identify Relevant Media Properties and Journalists

Start by knowing what publications cover your industry. List out these publications and then find out who the reporters, writers and editors are that cover the topics that are most closely related to what your company does. You should also visit their websites to download any media kits or editorial calendars they might have available. This will help you plan ahead and give you time to develop your story, make contact with the editors and writers, and build those relationships.

Generate and Develop Story Ideas

Good stories can be discovered and told, even if you don’t have breaking news to share. Here are some ways you can discover stories:

  • Piggyback on trending stories in the industry. Maybe there’s a technology breakthrough, new regulations or other issues playing out in the news. Develop a story that shares your company’s position on these issues.
  • Conduct a survey or research and promote your findings to relevant media outlets. Your research findings can also provide good subject matter for white papers, webinars, and other marketing collateral.
  • Offer an in-house expert to analyze or comment on today’s trends and recent news. You’ll want to make sure you convey what’s special about your experts and what they have to say, as well as why it’s important to a publication and their audience.

Make a Strong Pitch

Now you have your list of media outlets and contacts, and you also have your story. It’s time to develop a compelling pitch. Personalize each pitch to the reporters, bloggers and editors you’re reaching out to. Tell them why their audience would be interested in the story and offer any background materials you can. You’ll need to make a compelling case for publishing your story and make it easy for editors, reporters and bloggers to say “yes.”

Not every story idea you send will get picked up. Even if it doesn’t, you’ve now cultivated relationships with important media contacts in your industry and have positioned yourself as a resource that could be called upon for future stories, quotes and interviews.

Posted by MAGNET Ohio in Marketing

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