This post can originally be found here
Struggling to keep a business in the press? Get started with these proven tips.
Join the conversation.
Increase brand awareness and drive credibility by inserting your company into larger industry conversations. When a reporter is working on a news story, they usually like to include third party commentary for perspective and authority. By staying on top of the news in your business’s space, you can pitch your executives as subject matter experts to reporters. In doing so, you can make the writer’s life a little easier and also land your organization’s name in an article on a topic that directly relates to it.
Show some personality.
Executive profiles are a great way to secure major feature articles without news. Start by doing some digging on what makes your company’s top executives unique. Interesting childhoods, cool hobbies, and unorthodox leadership approaches are all great hooks. Often, the founder of the organization will have a great story about what led her or him to create their business. Use that when possible. There are lots of reporters in business press and local publications who regularly profile executives, so do some research and pitch accordingly.
Get back to the basics.
Some of the most successful media placements are not the result of pitching a press release, but instead uncovering a natural match between a business and the press. Take the time to find that perfect reporter who should definitely know about your company, write them a genuine note explaining why you think they’ll care, and offer them an introductory briefing. Coverage won’t be guaranteed, but this can be a great way to forge important relationships so that the reporter may think of your business when working on a story down the line.
Being both creative and tenacious in your approach to media relations can lead to impressive results.
These are just a couple of ideas to help your client/organization maintain visibility when there’s no hard news. What other methods have you had success with?