Proven Methods to Grab the Media’s Attention
Getting the attention of the media can be a long and exhausting process. You’re told to be patient, to develop relationships, and to be in it for the long game. All of this is true. However, if your pitch or your press release never grabs attention, the long game can be much longer than you are willing to wait. As you’re taking steps, building your media outreach strategy, and strengthening relationships, keep these methods in mind; methods to grab the media’s attention.
- New research – most industry representatives are looking for the latest data. However, they need more from you than facts and figures. In addition to releasing new research, make sure that your pitch tells how that research impacts your (and their) audience. Create the story for them. Know why they should care, and give them the angle.
- A succinct pitch – you’ll get more attention for a brief, but well-written, pitch than you will for a long-winded and vague one. Get right to the point. Who are you, what are you pitching, and why should they care? Conclude with a way for them to follow up with you or to access more information.
- Newsworthy information and story idea – you’ve probably heard more times than you can count that your pitch or press release need to be newsworthy. However, the surefire way to grab the media’s attention is to actually have a story idea that they can use. The dinner you’re hosting isn’t newsworthy; the charity all of the proceeds are going to is. The research you just released isn’t newsworthy; how it impacts your customers is. Focus on the news.
- Supporting information – when you pitch to the media, make sure that you provide them with access to other information that they may need to research and/or write your story. Just give it to them upfront, don’t wait for them to ask for it. A media page makes it easy. You can publish media-ready photos, video files, FAQ sheets and other supporting documentation. A ready-made story with half the work done for them will get their attention.
- Name dropping – there are a couple of different ways you can name drop and grab attention. If you have a mutual acquaintance, mention that person in your pitch. If you have celebrity endorsement or have won a recent award or recognition, mention that in your pitch. If you’ve been covered by a well-known media outlet, mention that as well. Make use of your connections.
Finally, professional persistence, a large audience and following, and a well-researched pitch are all things that make media representatives take notice. It may take a little time to work your magic and get media coverage for your business – these five tips will help you get there faster.
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