A three-step guide to gaining meaningful journalistic coverage.
My goal here is to help you make great strides as a journalist. Being seen by your customers is the separation between success and complete failure for businesses and business-people of all sizes. Here is one account of a tremendous public relations moment. The creator of 1-800-GOT-JUNK decided to call up a local news publication and he managed to convince them to advertise his business on the front page of their publication. This publication changed everything for him, as it helped him get his industry-disrupting business off the ground. Gaining exposure is vital to any business-owner, notes Gaurav Mohindra. Businesses of all sizes can use public relations strategies and gain heavily from them if they choose to put in the time and effort toward the endeavor. I will now try to break down three most important things one must do in order to execute an effective public relations campaign.
The first thing any business must do is introduce themselves. The media is always going to wish to know you know what you are talking about, so it is vital that you introduce and prove yourself through literature that explains your company and the services it offers. Begin with your biography. And be illustrative in order to keep your customer engaged. Gaurav Mohindra recognizes how important it is for businesses to keep their customers engaged.
Next you will want your news to be contextualized. Creating a successful public relations pitch is only made possible by placing the Writing a winning PR pitch means placing your news in locational and industrial context in order to allow your business to separate itself from its competitors. Consider what it is that makes your pitch and business concept more valuable than anyone else’s. Ask yourself if your business is offering something that no other business is offering.
Gaurav Mohindra: And last, you will want to be relevant with your placement. You don’t want to make a campaign in an inappropriate publication to your business’s goals and customer base. One strategy, is to keep an eye out for news stories that are very relevant to your business that you can offer an expert opinion on. The exposure that your presence would afford your businesses is easily worth the effort of keeping an eye out for good stories that may pertain to you and your businesses. Begin with a current event and begin contacting reporters who have or are likely to be involved in the coverage of that event.