The Importance Of The “Big” Picture In Media Outreach

When it comes to media outreach, it can be all too easy to fall into the trap of releasing small things just for the sake of it, rather than focusing on the big picture in your business. By focusing on your business mission and goals with every item you use as part of your media outreach, you can make your media outreach strategy less fragmented and be able to grow your business strategically.


Media outreach done right

Media outreach is both push and pull. You can send out press releases and pitch stories, pushing your message and hoping for media pickups. But don’t forget pull strategies, in which you can lure your target audience like a magnet. Social media, influencer marketing and fostering a strong community such as through a Facebook group or niche-related discussion board can all entice those interested in your niche to want to learn more.

Setting goals

Every piece of media you produce should have a clear goal. That goal should be linked to your overall business goals. Unfortunately, a lot of small businesses online don’t even set goals. They want to make “some” money, get some subscribers, or some likes, shares, comments, reviews, and endorsements. But it is important to be specific. How many is “some”? You’ve probably seen it with charity posts on Facebook: “Our goal is 2,000 shares. Can you help?”

Boosting brand will be a little harder to measure, true, but in this case, every effort can build brand provided that it is consistent with your business mission statement.

Your business mission statement

A business mission statement should capture in just a few words why you are in business and what sets you apart from your competitors. All of your media should convey this in some way. It should be consistent in terms of style and tone and reflect your values. The images, content, videos and so on should all present a message consistent with your bigger picture. The big picture can mean not just more sales and profits, but instant brand recognition. Coca-Cola and McDonald’s have been around for decades, true, but look at Amazon, eBay, Uber. Consistent media outreach can help you gain similar prestige in your niche.

Knowing what the media need

Media representatives always need interesting, accurate stories in order to pass along this information to their readership. Bloggers always need good content to keep their readers coming back for more. Influencers need to show they have their finger on the pulse of their niche or industry. Offer engaging stories, quality guest blog posts, and interesting breakthroughs to your target audience and see how many more media pickups you can get.

Knowing when they need it

The news tends to be on a cycle, with journalists up against deadlines. A press release distribution service can help you avoid missing out on the news cycle because media representatives can search it like a database to discover what’s new and noteworthy in their niche. If you pitch, be sure you know the best days and times to contact each journalist.

Be available as an expert

Make yourself readily available and journalists will naturally come to you for more information.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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