Nadia Kelly, founder of tech PR firm Burlington PR, shares some key advice on how you can increase your company’s chance of securing media coverage.
The right media coverage at the right time can be vital to a startup, helping to establish the business in the marketplace and in the minds of potential customers.
‘Earned’ media – the kind of coverage you don’t pay for – gives companies credibility and the opportunity to reach potential investors, employees and customers. But unlike paid advertising, you don’t have control over the final product and, as the name suggests, you have to earn it.
Here are some tips on how to get the best possible outcome while working with the press.
1. Get your ‘owned’ media in order first
Before you even think about earned media you need to have your own content straight. One of the best ways to tell your story is in your own words on your blog and on social media channels, such as LinkedIn, Twitter and Medium. This is where reporters will look to find out more about you.
2. Do your homework
Research reporters who are writing about topics that are relevant to you, your story and your sector. Read their work to understand their audience, writing style and perspective. Perhaps you’ll find an opportunity to contribute to a topic that is already gaining traction. On the other hand, if they have just written about your rivals then wait a while before trying to get them to return to the subject. You’ll never know how best to make an approach if you don’t read what’s being written.
3. Find a topical hook
Why is your story relevant now? Journalists want news and that means you must either have something new to announce or something new to contribute to an ongoing story. If you perpetually pitch stories with no real news then journalists will soon start ignoring you. Keep your powder dry until you have something genuinely newsworthy or relevant to share.
4. Exclusive or embargo?
Some stories are better suited to an embargo, where you brief several outlets on the understanding that they will not publish their stories until an agreed date and time. Usually the embargo lifts at the time you launch a new product or make an important announcement. Alternatively, you could offer an exclusive story to just one outlet.
There are pros and cons to both. An exclusive gets you one guaranteed (hopefully great) story and strengthens your relationship with the journalist who wrote it. The downside is that the other outlets may ignore the story so that they are not seen to be following someone else’s scoop. An embargo doesn’t exclude anyone but nor does it guarantee any media coverage.
5. Don’t sell; tell a story
From the start, think about why the reporter should care. Clearly identify your audience and the problem you’re solving. Make sure there’s a clear benefit to the journalist’s readers, viewers or listeners. Provide real-world examples that illustrate what you’re saying and why it is unique or breaking new ground.
6. Well-crafted content
Take the time to get your content right. Your content, as well as any material you supply to journalists, needs to be high quality. Ensure that copy is well-written, clear and concise. Make sure any video looks professional. Good quality content shows that you pay attention to detail and consider communication important. Also, if journalists cannot understand what you do or why you are different then they may well pass you by.
7. Speak in plain English
Do not use acronyms or industry jargon; even super-knowledgeable reporters need to find a way to translate what you’re saying for a non-specialist audience. Don’t over-complicate it.
8. Be succinct
Of course you are obsessed by what you do, but don’t assume anyone else will share your enthusiasm. Demonstrating your passion is great, but if you can’t give your pitch in under a minute or fewer than five bullet points then you’ve already lost your audience.
9. Answer honestly
Respond to follow-up questions quickly and honestly. Be open when you don’t know the answer to something and help reporters by pointing them to where they might get an answer. Remember, reporters are often working under tight deadlines and the more help you can give them, the more likely it is that the story will accurately reflect your position.
10. Be courteous and don’t keep flogging a dead horse
When you are pitching a story, you’ll know fairly quickly whether it’s resonating. If it’s not, then don’t keep flogging a dead horse. A journalist who rejects your story is just making a judgement on what is right for their audience. Accept that and move on. If you keep getting rejected then perhaps, on this occasion, the story is more suited to your owned media.
11. Think long term
Business is about building relationships and PR is no different. Do not treat this as a one-off transaction; it’s a long-term relationship and when you start working with a reporter you need to help them even when it’s not obviously helping you.
12. And finally
Remember reporters are people, albeit busy people with influence and an audience. If you’re kind, generous and helpful, then you’re already on your way to PR success.
For more expert advice on marketing and PR, visit the Marketing section of UKTN.