You must have heard the old adage that all publicity is good publicity – well, that’s probably not quite true. Just ask Donald Trump.
However, positive media coverage can really help turbo charge the reputation of your business.
As luck would have it, we happen to be experts in earning press coverage, so sit back, relax and favourite this page, as we’re going to share some top tips on how to get media coverage for your business.
First of all, you need to know what news is. That may sound flippant but having spent 15 years working in newspapers, it will blow your mind what ‘stories’ I was pitched.
That’s one of the USPs here at R&Co, we have a PR team full of former journalists and industry experts who can advise you what is editorial, what is advertorial and what should never have been said out loud!
If anyone tries to tell you media coverage isn’t as useful as it was, send them my way and we can have a heart to heart, because earning positive press coverage is still an incredibly important rung in the ladder to a top-tier reputation.
How to get local press coverage
The local media landscape has evolved over the years. You’re now unlikely to get the regional press to attend a launch or send a photographer (if they still have one) to cover your story.
That’s why we package up every pitch to make life as easy as possible for time-poor journalists.
Here’s where we come back to knowing what’s news. Firstly, you need to identify the angle of what you want to be covered – is it of interest to the readership of the platforms you’re targeting?
Make sure what you’re producing is topical, affects your area and community, and, ultimately, will help support your publicity efforts in sewing the seed of awareness in potential clients.
Press coverage in your local title is perfect for raising awareness of your services and your people among the community you are part of. That can be a powerful thing and help build real trust.
Check out our top tips on PR pitching for more advice.
Top tips for gaining trade press coverage
Trade press coverage is another matter. Whereas with local media coverage you are targeting positive news at your community, with any trade publications you are aiming to highlight your expertise, key appointments or investments.
Don’t fall into the trap of trying to make anything a story though. With the greatest respect, a new website or a change of signage probably aren’t going to capture the imagination.
Do great things announcing them on your social platforms but to gain media coverage, your content has to add value. It has to inform the readership.
So, set yourself apart. Become a thought leader with insightful pieces which give expert commentary on your industry. Make a big play on the influential senior appointment you have made or the investment in cutting-edge technology which will set you apart from your rivals. Make it count.
How to get national press coverage
At R&Co, we have a fantastic track record of achieving national media coverage for our clients. Again, this is because we follow the news agenda and through many years working in the media, we know what will fly. But it isn’t easy.
To earn national press coverage, you have to offer something above the norm. A particularly eye-catching piece of news, targeted at the right journalist and the right publication, can give you a puncher’s chance of landing that sought-after national hit.
We have strong relationships with many national publications and journalists, so when we think we might have something which can go big, we always have a transparent conversation and pitch the story to the right people.
How to get press coverage for an event – before and after
Whether it’s a B2C or B2B audience, there is always an opportunity to maximise press coverage of an event both before and after.
When flagging up an event, give as much detail as you can to earn media coverage.
Make it interesting and something people would want to know about – especially if you’re trying to drum up attendees or support. Include a call to action, such as a social page or website link, and make your audience interested in finding out more.
Following an event, be quick. Make sure you’re not waiting a week or, perish the thought, even longer to try to earn valuable media coverage.
Collate some eye-catching images; get quotes from people who attended; if you were raising money then get a total. Just don’t hang around, make sure it’s still topical.
Here at R&Co, our team of experts have years of experience earning our clients press coverage, placing them in front of their target audiences. To find out more about the type of valuable media coverage achieved, take a look at our PR services or learn how we measure PR success.
