How to get in the media in 2020

essex pr agency reputation management

How to get in the media in 2020

2020 is the year to ‘get in the media’. Headlines now dominate and ads, unfortunately, just don’t work like they used to. 

It comes as no surprise that people are more inclined to trust brands who have a social media and press presence. Why? Because it shows that others are interested in you and it also indicates that you are doing something you competitors aren’t in order to be newsworthy. 

So, the real question is; how do you and your business look forward in 2020 to get in the media spotlight?

44% of journalists are pitched 20 times a day. This means to get press attention you need to really stand out. The best method to make sure you get noticed, in the right way, is to plan in advance, with the following steps. 

  • Story
  • Goals
  • Placement
  • Pitch
  • Close

We know this is quite a lot of work, after all it’s what we do on a daily basis. If you think you are going to struggle with either the time or ability you have in-house, please click here to let us know and we would absolutely love to help you. 

If you plan to manage your own PR, read on to find out how to successfully execute the perfect public relations campaign. 

What is your story?

Who are you and why should journalists feature you? As we said above, they aren’t short of people wanting to be noticed and you can’t rely on having the loudest voice. So, grab a pen, notepad, and a nice hot cuppa and tell me… Why are you the best? What makes you stand out? Are you doing things differently to everyone else? Perhaps your company is environmentally conscious in a notoriously difficult industry? Or maybe you have developed a product that allows your customers to achieve or access something that they wouldn’t be able to without you? 

As you can see, there are a million and one angles you can take. The list never runs out. Don’t be shy to talk about the company director(s) too. After all, they have a great story just waiting to be stitched together. Every time someone starts a business there is a reason behind it. Furthermore, when that business becomes successful you know there’s not just motive but real passion. 

Essex PR

As you can see, there are a million and one angles you can take. The list never runs out. Don’t be shy to talk about the company director(s) too. After all, they have a great story just waiting to be stitched together. Every time someone starts a business there is a reason behind it. Furthermore, when that business becomes successful you know there’s not just motive but real passion. 

Remember, the journalist wants a story NOT an advert. If you send a pitch (or god forbid a press release) that sounds like an ad, it will get rejected. Take your time to craft what you are saying and try to take a step back and objectively wonder if it’s an interesting read. 

What are your goals?

What is driving you to get in the media? Why do you want a press spotlight? Is it to make more money? Increase your brand recognition? Perhaps you have had some bad press and want to reverse some of the damage? (If that is the case click here.)

Whenever you start any PR or marketing exercise you need to have a strategy. Why are you doing this? If you don’t know what your end goal is, it is going to be very difficult to achieve what you want. Be honest with yourself too. Don’t be afraid of admitting it if you just want you see your business name in lights. Many of us do! 

Where do you want to be featured?

This one should be the easiest point but it’s something we find people struggle with the most. Where do you want to see your company featured? Also, is it relevant? You may, for example, want to be in Cosmopolitan magazine but if you’re a 60-year-old man whose profession is farming salmon; this could prove difficult! Not impossible admittedly, we can always find an angle, but it does make things much trickier.  

Build the perfect pitch

Now you need to consider how to amalgamate everything in the previous steps. Think about what you want to say, and who will want to hear it. Don’t write reams of information because to put things bluntly; it won’t get read! Condense your message as much as you can. Make your content interesting and don’t hold back on explaining exactly what benefit you can bring.

Make sure your emails are personalised to who you are sending them and don’t let yourself automate too much. Of course, there will be a slight element of copy and paste but think of it more like a very loose template than anything else. Carry out your due diligence each time too, for example double check each recipients name is spelt correctly. It only takes a minute or so to get some background on the journalist you are emailing and it can make the difference between your pitch being accepted or rejected. 

Close the deal 

Now you need to click the send button and email your pitch out to the media. Don’t be disappointed if you receive ‘thanks but no thanks’ emails, or more likely, you are ignored altogether. Bear in mind that these journalists don’t know you from Adam and you’re up again people who have already worked with them before. Plus, they will be working with agencies like us who have years of history to pull on. Therefore, it is vitally important you carry out due diligence. 

If you hear back, make sure you are prompt in providing any information you’re asked for. If you leave it even just a few days the lead can go cold and it can be lost. Swiftly respond to any questions and be prepared that if you do ignite interest, it could be expected that you will be able to quickly create some more content. Congratulations! You can expect to be featured in the media very soon. 

We hope this blog has been useful in helping you find out how to get into the media in 2020. With 11 years’ experience in marketing and public relations, our expert team are here to help if you have any questions; we are happy to help further and furthermore, we offer one to one tuition should you feel this would benefit you. Just click here to get in touch with our Essex marketing agency. We work with clients globally and offer tuition via phone, Skype, or face to face meetings.