Media coverage is material that journalists and writers create based on pitches from public relations (PR) experts to discuss a brand or client.
There are 3 types of media coverage, namely:
- Earned media: Media coverage or exposure earned through strategies other than paid advertising.
- Owned media: Any online asset you have ownership over that is exclusive to your brand. A popular example of owned media is a website.
- Paid media: Paid media is just marketing that you pay for. In a broad sense, it is used to advertise content to generate earned media and send visitors to owned media properties.
Getting your content covered, or at least mentioned, in high-profile news articles or other publications can greatly benefit your brand. It has many advantages, with brand visibility and reputation being the most notable ones.
There are different ways to get free/super cheap media exposure for your content. Below are some tips to help you out:
1. Pitching Journalists and Editors: This is the most common way to get media exposure. The days of creating a pitch and then broadcasting it are over. Focus on the key influencers—including journalists—whose valued audiences you want to reach. Make relationships, provide value without expecting anything in return, and keep up your connections. When that moment comes, only when will they be able to distinguish your familiar voice among the others, yelling for their attention.
After finding journalists and editors whose niches are similar to yours, pitching them should be the next line of action. A PR pitch is a concise, customized statement describing a topic’s importance and justifying its publication. PR pitches should be brief, interesting, and relevant to the subject.
Tips on How to Get Earned Media by Pitching Journalists and Editors
Develop a relationship with journalists before you need them: Most people who contact journalists do it to have an article written about their company, which places them on par with all the other businesses doing the same thing.
They will be more inclined to cover your story if you have built relationships with a few journalists in advance since you have shown them that you appreciate them before you even need them. They could even offer to get your company in the press without asking if you do this. It’s a straightforward action, but it may be incredibly powerful if carried out well.
Know where to pitch: The majority of companies immediately target major newspapers in their efforts to gain media attention. It could work occasionally, but regardless matter how fantastic your pitch was, it might be buried in the crowd and receive no attention. Start with less well-known media outlets, identify pertinent journalists who cover these publications, and customize your pitch to them for a better chance of receiving a favorable reaction (or any response).
Pitch best and follow up: Most pitches are sent by email. Make sure your subject line is unique, concentrate on the recipient first, give a brief synopsis of your narrative in no more than two paragraphs, and include a download link.
Additionally, follow up on your pitches, but go beyond merely checking to see if the writer received your email. Reiterate the most captivating details and explain why your story is important. Likewise, don’t pester the reporter. Just one follow-up is required.
Carry out your homework: Utilize your media database to find relevant influencers, look up detailed profiles to discover their contact preferences and pet peeves, examine their work, and maintain tabs on who you’re aiming at. Look at the pitching rules as well.
Create a timely and original article: Your pitch must pique a writer’s attention and provide information that their regular readers will find interesting if you want them to accept it.
Nobody wants to read about a discovery that was made years ago or something that has already been written about hundreds of times. The journalist won’t care if their readers don’t.
When pitching, ensure the subject you are bringing to them is novel, or at least from a different standpoint when you browse over their prior work. A brief explanation of why this knowledge is important—both generally and right now—also helps.
Your pitch should be brief: The fact that most writers like pitches to be two to three paragraphs long or less shouldn’t come as a surprise.
Depending on the type of pitch, specific word count suggestions vary. The best pitch length for sharing an asset is about 150 words. If you’re introducing a brand-new concept, it can be between 400 and 600 words.
In any case, give a quick summary of your proposal before going into further detail if necessary. Cut out all fluff as usual. Time is valuable, and so is having a clean inbox.
Conduct your research: Even if you write the ideal pitch, it will only matter if you carefully consider who you send it to. As we have stated, the main reason journalists reject proposals is a lack of customization.
2. Establish a strong SEO background for your content: The impacts of SEO on media exposure cannot be over-emphasized. Establishing a strong base for your brand’s content brings you one step closer to massive media exposure. Listed below are a few SEO tips.
SEO for keywords: Word searches are the main source of website traffic. Choose the main and supporting keywords for your content, and use them in your postings. Do not, however, overdo it.
Good content: Visitors will be drawn to well-written, thoroughly researched information. Search engines and people both value creativity and facts.
Periodic updates: Everything is in flux. Continue to update your blogs and include information about fresh things that your audience might anticipate to stay relevant.
Create quality links: Remove the outdated ones. You should type the destination’s name and link it rather than stating, “Click here.” It appears organic.
3. Think Like a Leader: Look for content inspiration in popular culture, current affairs, and business news. Consider including a current event or popular trend in a report, article, or blog post to get attention. To establish your brand as a go-to resource, blog frequently and regularly produces original, relevant, and educational material. Also, keep an eye out for possibilities to guest blog.
Create white papers to demonstrate your expertise in the field and to establish yourself as a go-to source for journalists when researching stories.
Additionally, consider launching an email newsletter and inviting journalists to sign up. When it comes time to compose a tale, people will keep in mind your brand if they often view your material.
4. Be original and organized: Use originality in your material. Remember that sharing is made easier by visuals like charts, infographics, and videos. Journalists and editors will be interested if you can generate many shares and conversations about a piece of content.
Be organized. To attract a reporter, update your bio. Next, establish a list of journalists to approach using a media database. It is quick and simple to find and communicate with brand-related influencers using media databases.
Remember to interact with influencers on social media to establish a connection. That includes “liking” their posts, participating in social conversations, and offering thoughtful comments on their work. Reporters can detect pandering from a mile away, so the goal is to be sincere and offer value.
5. Boost online word-of-mouth advertising: Create memorable experiences for your audience, such as offering exceptional customer service or announcing the debut of a new product distinctively, to encourage them to talk about your brand. Journalists will be drawn to the bustle.
Then spread the word about your reporting; it may lead to more coverage from specialized, major, or smaller publications. To attract a reporter’s attention seeking a unique slant on a related issue, be sure to tweet facts, figures, or quotes from your piece. Additionally, make use of pertinent hashtags to appear on trend-watchers radars.
6. Utilize paid media attention to obtain earned attention: You unquestionably need a marketing budget! Find influencers that can effectively represent your brand who are within your grasp. Allow them to charge for running articles, mentions, and product recommendations.
A recent Twitter survey revealed that 40% of respondents indicated an influencer’s mention of a product led to their purchase. The impact influencers have on other social media sites, particularly Facebook, which has more than 1 billion monthly active users, is easy to conceive.
From there, news about your brand will continue to spread. Keep in mind that earned media attention is a result of purchased attention.
7. Make public appearances: It’s easy to attract journalists at conferences and events, especially if you speak there. Pitch show hosts to get involved; appearances on podcasts, Twitter, YouTube, and other platforms may also result in tremendous earned media exposure.
Even if you have no prior exposure, you should be able to have your content highlighted in the media following these tips. It will be simpler for you to enter more prestigious journals as your fame and popularity grow. Keep your brand active and visible, pushing the envelope to draw attention from increasingly exclusive groups. The investment is worthwhile.
Interested in marketing your blockchain/Web3 project? Please contact Off-Chain Communications for a free consultation and quote.
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