11 Ways to Increase Your Odds of Getting Media CoverageSeptember 13, 2013 By Taryn Scher
Getting the media to cover your story and products can be a game-changer, but dealing with the media isn't quite like anything else marketers do. How can you not only get their attention, but convince the media your story is worth covering? Here are 11 tips to increase your odds of making the right kind of news.
1. Be Prepared
Don't start reaching out to the media until your campaign is ready to go. Have a website that you are proud of and clearly represents your story. Have sample inventory (if applicable), clean photographs (preferably shot on a white background) and a digital media kit that includes product information, images, bios and company info. Everything else can follow with time, but before you even think about picking up the phone to call a journalist, have all of these ready to go when they ask!
2. Define Your Message
Chances are you've developed a good bit of literature and collateral for the project. Be sure that the way you are promoting it to the media is consistent with the rest of the message. Nothing is more confusing to consumers than getting mixed messages—all touch points should look and feel the same.
3. Know Who Your Spokesperson Will Be
Are you camera shy? Do you freeze on interviews or fumble with words? One person should be the go-to for all interviews/quotes. Decide who that person will be and make sure they're always available. Be sure they are well versed in all of the messaging you are trying to convey.
4. Drop Everything When the Phone Rings
If a reporter calls you, you need to call them back within hours—minutes if possible. The same goes for an email. Do not expect a journalist to sit around and wait for your call back. They are always on urgent deadlines, and if you don't call back immediately, they will find someone else (probably a competitor) who will. Fulfill all information and interview requests within 48 hours as a general rule of thumb.
5. Don't Ever Try to Sell the Media
You aren't trying to get the media to BUY your promotion, you simply want to inform them about why it's better or different than what's already out there. Avoid flashy sales-like buzzwords and stick to the facts. If your product/service is that exceptional, they'll be able to see that based on the information alone.