The most frequently asked question that we get asked at Media Stable is “How do I get media coverage?”
This is a fair question for a communications and public relations professional to be asked by a business owner, expert, or a leader of industry.
When we are asked that question, we like to reframe it as, “How can your expertise be of value to the media and their audience?”
When you make a story less about you and more about the readers, viewers and listeners’ needs, you have a much greater chance of getting media traction.
An audience-focused approach is one that’s used by all the leading commentators and expert talent in Australian media and is the single most important factor to them becoming valued media assets.
The goal is to make the relationship between experts and media less transactional and more value-added. It’s not about you, it’s all about the audience.
5 Hot PR tips to boost your media coverage
Tip #1: Consume the media
Understand the media you are aiming to appear in. Do your research to know their audience, their journalists, their presenters, and the type of stories they cover. When you can relate to your target media and their audience, you can best tailor and deliver your content and expertise.
Tip #2: Broad-based content
Mainstream media have broad audience demographics. Niche stories or topics with limited appeal will not be as well-received as a topic or issue which affects a large portion of the community.
Tip #3: Exclusivity is key
A media release distributed with a scatter-gun approach will have limited appeal unless you are a major brand or significant public figure, so we always advise taking a strategic approach to the way you deliver your content. Media releases still have a place, but you should always consider whether your story or announcement would reap better results, if it was first offered as an exclusive targeted to the right media.
Tip #4: #MeetTheMedia
A media introduction event designed for you to connect, network, and engage with the media you are looking to pitch to. In our largely digital world, the opportunity to make a human connection with media should never be underestimated. This event allows you to pitch your expertise, your brand and your story, face to face with Australia’s leading media decision makers.
Tip #5: Follow-up
Don’t just put yourself and your content out there, and expect everything to fall into place. Sometimes a follow-up phone call, email or text might be needed to get the right eyes on your story. When you are competing against hundreds of stories daily, you need to make sure that you give it every chance to be seen. Don’t harass or overdo it with the media, but if it’s urgent or a time-sensitive story, it’s worth making that extra outreach.
Real PR strategies for earning media coverage
These tips are aimed at making you more attractive as a media asset but you must also consider the media cycle, the relevance, the timeliness, and the human impact of your story. All these factors can influence whether a story makes the cut.
Partnering with an experienced communications and PR agency who can help you get everything in order, help you start thinking like the media, and help you tell your story with the audience in mind, will give you a huge head start.
That’s when you will begin to get media coverage, and if you are good at it, you’ll continue to do so.
Improve your media presence now.
Book your free media strategy session today and become a trusted voice in your industry.
