Historically, a press release was the best way to get your story picked up by media outlets. Many new business owners continue to believe this, which is why their first marketing thought is to send out a press release.
The question is whether journalists today actually read them. People today rarely read, so it may be time to consider alternative marketing strategies in lieu of news release services.
The competition for a journalist’s attention is intense, with nearly everyone vying for the coveted attention of news reporters and the opportunity to provide them with their next big scoop.
There are also effective do-it-yourself methods for gaining media coverage. Let’s examine several of them.
You must cultivate relationships with the journalists and editors in your target market. Commence developing personalized sales pitches. This will demonstrate to the journalist that you did your research on them and their publication. This requires time and effort, and journalists appreciate having it done for them. A pitch that is tailored to their publication’s readership is a godsend because it simplifies their work.
Determine the journalist’s name and make a pitch that is specific to him or her. Avoid sending impersonal, cut-and-paste-based pitches. Determine how your content will benefit the journalist and the publication he is working for. Demonstrate your interest in his work by providing an introduction demonstrating that you have read it.
Utilize a subject line that can attract interest. Avoid generic salutations such as “For your information” or “To whom it may concern.”
Your email can be formatted as a blog post or article. Try to break the ice by engaging in conversation and telling a story. Keyword-tag your email and include a link to your company’s website.
Before you send the journalist your email pitch, try to engage them with a tweet. You can also convert the contents of your email into one or two tweets. After sending your tweet content, you can send your email pitch.
You can also try sending a Facebook message. Add prominent journalists and influencers to your Facebook list of friends. Start engaging with them by following them, liking their posts, and leaving comments.
If you have the courage, you can call a journalist to determine if they are interested in your press release. This will save you a great deal of time and effort, and receiving a positive or negative response will allow you to focus your efforts on other journalists or expand upon what you have begun.
Why not take it a step further and meet with the journalist over coffee to present your pitch? There are journalists who would use this invitation as an opportunity to escape their offices.
If you have cultivated a relationship with the right reporter, you can capitalize on it by providing an exclusive story. Journalists adore receiving exclusives that are newsworthy and pertinent. Once they have written your story, there is a significant chance that you will be featured in numerous other publications. You are able to achieve PR results without writing a press release.
A growing number of individuals prefer watching videos to reading. Every day, more than 500 million people watch videos on Facebook. A brief video can replace the distribution of a free press release and achieve superior results. You can begin sharing your video on social media platforms to increase its exposure.