Good media coverage isn’t simply about the promotion of special events, products or your mission. It also takes your organisation to the next level in terms of its profile, shines light on it and creates an ‘image’ about you and your organisation. So, if you’ve ever sat and wondered ‘how on earth do I get more publicity for my business? This article is for you.
Our Top 10 Publicity Tips
1. Have a Media Strategy
This is probably the most neglected point, it is not enough to say you want free publicity, raise your profile and “they will come” – you must be absolutely clear about what you want the outcome to be. More attendees at your event, more visitors to your showroom, invitations to speak as an expert or volunteers for your charity. Believe me, when you are clear and specific it makesit a whole lot easier when it comes to writing that all important press release.
2. Make Media Friends
Identify the reporters most likely to write about your business and become your media friends, this does mean reading the local papers and trawling social media both to identify the journalists but also to get a feel for what is important in your community. This will enable you to strike the right tone when drafting your press release and you never know you might enjoy it.
3. Listen to the Radio
In the same way, listen to the local radio for those presenters that regularly cover the topics you are interested in and shows where they cover the issues of the day. (usually many of the topics of conversation on the radio have been picked up from the local papers the day before.)
4. Keep Your Ear to the Ground
Be alert for current issues that you might reasonably contribute to and have a valid point of view. For example, as I write this today the Coronavirus is making the headlines. You or your business could make an informed contribution around the wearing of face masks, general health and how to ward off infection, practical prevention measures on mixing in crowds, the statistical likelihood of people in your village/town or community contracting it, your volunteers/staff have been given training. so long as you can make a valid link between your business or charity to big issues your local media outlets will want to listen.
Read More Helpful Articles by Chapter 3
5. Show Your Expertise
Make sure there is content out there that speaks to your expertise on the subject. Journalists won’t just accept your word for it, they will check you out so make sure before you engage with your local media that you have a legitimate right to speak with authority on your subject. Write a/several blog/s or a feature, speak at a local networking event that gives you some authority on the topic. The idea is to have external verification that you know what you are talking about
6. Get the Press Release Right
Write a perfect press release, one that catches the eye and does all of the work for the journalist. Your press release will be just one of the many received by journalists every day. Give yourself the best possible chance of getting your news out by following our eight great guidelines.
Download Our Template and Supporting Notes FREE
7. Provide the Perfect Image
Make sure you provide a good image to support your press release – local papers can ill afford to send a photographer out. In the words of the press
The quality or ‘resolution’ of the pictures in your newspaper is important – if it’s too low, your pictures may look blurry or pixelated in print. If it’s too high, your file may be too large to upload. For best results, we recommend that images are a minimum of 150dpi but no more than 300dpi.
8. Be Ready to Respond
Be sure you can respond to calls for more information especially if you are putting a client up to speak. There is nothing more annoying to the press than being unable to contact individuals or promised speakers/quotes getting cold feet at the last minute and refusing to appear/speak.
OUR EXPERT TIP!
9. Make the Most of Any Coverage
Once you gained some publicity you must milk any coverage you get for all it is worth, follow up with the radio or regional TV, post on your social media accounts and tell your staff. If you are a charity copy the coverage to your funders, they will really appreciate it.
10. Show Your Gratitude
Finally, thank them for their support and make sure you keep in touch with your new found contacts, pass on anything that you think might be useful to them. From experience I know that once they have your number and you did a good job for them i.e. gave a good quote, spoke well on the radio they will come back to you. And in the case of large organisations like the BBC pass your details on to their colleagues.
And remember all this is free publicity, free apart from your time. If you want to know more about the media and free publicity try out our highly recommended course; ‘Making Friends with the Media’.
Click on the link to find out more.
About The Author - Terry King OBE
Terry is an acknowledged media expert on enterprise particularly as it concerns the over 50’s appearing regularly on regional and national TV, local and national radio and the printed media to discuss current issues including mature enterprise, third sector support, Brexit, mature unemployment, grandparent’s rights, age discrimination and reviewing the local papers.
She has presented at the highest levels in the UK including to HRH the Prince of Wales and Secretaries of State for Social Security. She has presented to HM Armed Forces in Hong Kong, Cyrus and Northern Ireland and countless other forums. In 2002 she was awarded an OBE for her project work and supporting and coaching women.