How to get press for your business or yourself - get that reporter's attention!
PR is a crucial component of a marketing strategy to elevate your business and understanding how to do it right is essential. Here are some tips to make reporters want to write about you and your brand.
As a part of any solid marketing plan, you should also be considering public relations and figuring out how to get media coverage for your business or your brand. PR can earn you credibility, elevate you as a thought leader and open up new business and revenue opportunities.
I interviewed Sabina Hitchen, CEO of Press for Success, which teaches business owners all about public relations and how they can get press for their business. She ran two public relations firms before turning this ‘side hustle’ into a full-time business.
I received thousands of pitches over the 10 years as I was a producer in TV news. This experience enabled me to recognize a great press pitch from a bad one and gave me a deep understanding of the process of getting booked onto a TV news program. Simply put: some emails caught my eye and others went into my inbox’s abyss. I know how to get a journalist or TV producer to want to feature you, your business or your product, as I was the journalist deciding who gets featured.
Understanding how your brand or your business can fit into the press is imperative. I focus on content strategy, video production and on-camera media training in my business and the content a professional puts out – on video, on social media or on their website – can double up to be used as a ‘demo reel’ to pitch a TV producer. Likewise, thinking like a journalist will help elevate the content you’re making. You know that people don’t want to watch ads, so if you can create brand content that people are interested in consuming, you will be more successful in reaching your audience!
I conduct on-camera media training for professionals which focuses on crafting a succinct message and delivering it with confidence. To get booked for an on-camera interview, you need to be pitching yourself to TV outlets, magazines, websites, and podcasts and can use these tips to do so!
Find out who to pitch:
Make a list of editors who can feature your products and don’t forget about on-air experts and personalities
Don’t be too narrow in your goals to get featured in the press. Sabina says “Don't be your own biggest obstacle.” Don’t only aim for The Today Show or Oprah. Remember to pitch local press, and the more niche outlets. This helps you build your fan base and also may be the more relevant audience.
What your pitch should look like
Pitch yourself as a feature story - identify what’s unique about you as a founder in addition to trying to get your product featured
Consultants or Service Providers looking to get featured in the media should offer expert tips to journalists. I booked doctors, lawyers, real estate professionals and more on TV shows as a producer and booker, so this is a great way to get featured on TV or in a publication - offer insight on a topic
Figure out a way to fit into the news cycle. Stay on top of the news and see if you can be an expert weighing in on the latest story. For example if there is a high-profile divorce and you’re a divorce lawyer or relationship expert, you can offer up your perspective on this story.
Getting a journalist’s attention
To craft a subject line that gets a reporter’s interest, be very clear. Make the subject line a great headline but don’t be cutesty or hide the pitch like a newsletter header might.
Get started crafting that email, find that editor to pitch, and earn media coverage!
Want to grow your business with awesome content? There is no “one size fits all” strategy so click here to schedule a meeting with me if you’re serious about growing your business with thumb-stopping content.
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