Of the many results an integrated marketing campaign can deliver, media publicity is often the most transformative. There are several reasons why securing news or blog coverage can be considered the pot of gold at the end of your marketing strategy rainbow.
1. Exposure: One media placement can open your business up to a whole new world, exposing your company name, product, and/or service to hundreds (or more) of potential new customers.
2. Enhanced sales: Media coverage drives people to want to learn more about your business and what product or services you have to offer – which in turn drives sales.
3. Expert status: When you are quoted by the media,you and your business build authority as an expert within your field or industry. This carries a lot of weight with your current and potential customers.
4. Unbiased reviews: Objective reviews from independent third parties do wonders for your credibility. Word of mouth is the most trusted source of recommendations and gets you much further than a pay-for-play ad ever could.
Before you dive in and start pitching, make sure you know the right way to reach out to reporters. To help, we’ve called in the experts—the journalists and bloggers themselves. Take a look at these six essential media pitching tips:
1. Pam Baker, freelance journalist and author:
Key takeaway: Research the reporter prior to reaching out to them and see how they wish to be contacted. Most reporters will mention their preference on social platforms or on their website. Keep in mind that reporters have deadlines and many of them do not want to be pitched via phone.
2. Brian Null, founder of MO.com:
Key takeaway: Keep your pitch concise. Reporters have multiple deadlines and don’t have time to wade through lengthy pitches. Your pitch should consist of three paragraphs: 1. Who you are ; 2. Why the reporter should be interested in your story; 3. How they can reach you
3. Jack Appleman, top-selling business writing author:
Key takeaway: Have you heard the line, “Help me help you”? Why should the writer be interested in your company or product? How will your business be relevant to their readers? Help them by giving them a potential headline and they will in turn potentially help you by using you as a source.
4. Eileen Schlesier, freelance writer:
Key takeaway: Couple impending deadlines with the average adult attention span of 8 seconds and you don’t have much left to work with. Make your pitch easy to glance over with bullet points or flush out important points by bolding them.
5. John Platt, journalist covering environmental issues, technology, entrepreneurship, and comic books:
Key takeaway: Remember, journalists are human beings and more importantly, so are their readers. Don’t stuff your pitch with overcomplicated lingo—that will not appeal to journalists’ readers, so it will not appeal to them.
6. Christopher Null, technology, business, and entertainment journalist , and author
Key takeaway: Much like tip #1, this tip revolves around doing your research before pitching the reporter. Look to see past topics the reporter wrote about, so you do not overlap and waste your and the writer’s time.
Image via: st_gleam (Creative Commons)