4 Killer Secrets PR Experts Use to Gain Media Coverage
Having worked in the media and PR industry my entire career, I know a thing or two about the press.
A lot of PR’s fiercely guard their secrets and their black book of contacts, like they took a blood oath.
But, lucky for you, I don’t care much for secrets, or blood oaths.
Still not convinced? Need a metaphor to pull you through?
Imagine you’re a carpenter. You’re not going to show up to a job without your tool belt packed full of the items you need to get the job done… are you?
Well, PR is the same.
It’s a skill set, and the more equipped you are with the right tools, the more chance you have of striking gold or landing the article that could propel your business into the stratosphere.
So, because I love you guys, I’m sharing four tactics that I use each day in my agency when generating media coverage for a client.
Weaponise your arsenal
Like all things in life, proper planning can lead to brilliant results.
Having the right tools at your fingertips for when the time comes to pitch your business or story idea can mean the difference between seeing your pitch come alive, or flatlining.
So, the first tool in your PR belt is a comprehensive media database.
THIS is your new age black book and will become your new BFF.
The benefit of investing in a database such as Telum, is the ability to quickly search for the right contact or outlet that you need.
Every journalist, editor, chief of staff, reporter, freelancer, producer, basically ANYONE that works within the media, has their contact details loaded.
Media databases can save you major time, and as we all know, time is money.
I’m of the opinion that if it makes processes more efficient, and can deliver results that increase your bottom line (hello $$$), then this can be a worthy investment. Particularly if you’re pumping out multiple press releases per month.
2. Pitch perfect
{Not to be confused with the Bellas. Aca-scuse me this is about PR!}
Your pitch is your silver bullet.
It’s that briefly worded email that nails what it is you’re saying. And let me tell you, it’s harder than you think. You’re competing with stacks, loads, TONS of pitches daily – so you better believe your pitch needs to stand out and reach the right reporter.
Journalists receive hundreds – if not thousands – of emails daily, so the pitch needs to STAND OUT. You can’t just throw it at the wall and see what sticks – you’ve got to put your best foot forward.
Your pitch email needs to be the most carefully crafted piece of communication.
After all, it’s these words that will mean the difference between the editor or reporter either liking it, or simply placing it in trash.
You might have the most groundbreaking product, expertly written press release, and stunning images to accompany your pitch… but if your pitch falls flat then all of that hard work was for nothing.
A little trick I use in my pitch emails is to clearly state what you can offer them. Ask yourself the below questions:
Is it an interview with yourself or a spokesperson?
Clever visuals?
A winning photo opportunity?
All of the above?
Remember, they don’t know what they don’t know.
Keep your pitch brief, to the point, and most importantly ensure it’s got an eye-catching hook.
Which brings me to my next secret….
3. Yo, hook me up
Your hook is what piques the media's interest in your story and is what makes your pitch newsworthy.
A hook can be anything – a headline, a stunt, interesting angle or a statistic – and can be extremely effective in communicating your message to a mass audience.
For this reason, it can be difficult to find the perfect hook.
A strategy I use is that I always look to leverage is something timely – such as an awareness day or event.
If I can tie in my clients story with something already generating media attention, I’m more likely to get a run on the board.
Alternatively, your hook might be strong enough to communicate on its own. You may have sold out of a product because a celebrity promoted it causing you to sell out (#TheDream) , or perhaps you are releasing statistics relating to market research.
4. The Oscar for Best Supporting Asset Goes Too…
It’s a three-way tie with images, video and case studies!
Supporting assets are crucial to the success of your pitch – these are what are either attached or embedded into your pitch email. Media releases, backgrounders, images, videos… anything that makes life easier for the reporter.
Let me say that again for the people up the back.
Make life easier for the reporter.
It’s no secret that the media industry has made massive cuts to their staff. This means editors and reporters are overloaded, so if you can deliver them a story that speaks to their audience AND saves them time – you’re already in a good position.
Pretend like you are holding a silver platter.
On your platter is:
Your kick ass pitch email
A media release that includes detailed information about your interesting angle
Images that relate to your story
A case study that directly speaks to whatever it is your pitching (if relevant of course)
Backgrounder on the business
Trust me, you want to deliver your story on a silver platter.
And if your platter is missing a key ingredient or two?
It may not even be looked at, let alone gobbled up by the journalist.
Ensure you're always aiming to make life easier for your media contact. This will earn you a good reputation as a trustworthy source that understands them and their needs as professionals.
They’re human after all…. And what do all humans crave?
To be understood.
