Journalists and editors are incessantly pursuing impressive stories that are guaranteed to be well-received by a wider audience. A great deal of their ideas and articles have been thoroughly researched before they were written for publication.
In some instances, journalists and blog sites accept articles from contributors, for as long as their work fits the type of content that they feature.
In addition, their workpiece contains relevant information which will be welcomed by many readers. Contributors can either be freelance writers or content writers from startup businesses.
The media-pitching process is a rigorous one; considering the millions of emails that media personnel receive every single day. Shortly after receiving pitches, a journalist may either decide to discard those or respond to those offers.
Getting media coverage, however, is still the best technique for startups to gain popularity as well as foster immediate trust from their target audience.
Today, there exists several young businesses that have successfully captured the attention of prominent media networks simply because of the effective approaches for audience reach implemented by these businesses.
Below is a breakdown of some of the most effective strategies that have helped startups gain favorable public exposure:
1. Engage with Individual Journalists
Instead of focusing one’s attention on pitching ideas to distinguished media outlets, it is more effective to communicate with every writer who possesses the right expertise.
Thorough research should be executed to have a comprehensive list of target writers. After which, it is necessary to build personal presence by communicating with these prospective writers.
Social media is an effective tool which can be used to connect and establish rapport with renowned writers who are based in different areas of the world. The most effective method is to follow all of their social media accounts from Twitter, Facebook and LinkedIn to Instagram.
This is the easiest and most effective way to establish a connection with them by sharing or tweeting their posts, showing expertise by giving incredible answers to their questions and liking and replying to their posts.
In the course of time, one’s business will gradually gain its online presence as prominent writers will be more curious about the background of their new and incredible follower.
They will be more compelled to check out what kind of business they might be running. Without realizing it, one’s name or business is already being mentioned by writers.
This is the appropriate time to pitch stories that have valuable content and would surely benefit everyone in the media and publication pyramid; and that includes writers, readers and fellow business owners.
2. Send a Concise Email Pitch
Journalists have hectic schedules as they cover many events in one day and they also have tons of deadlines to meet. As such, one can only imagine their frustration when they receive an email that is too long and the goal is vague.
It is deemed necessary to send personalized pitches that are brief and straight to the point. Write a pitch that contains two paragraphs and arrange information and ideas in bullet form. This way, the writer will easily have a clear understanding of what is being sold to them.
Email pitches should have a business’ amazing own story and must therefore contain:
- A catchy introduction
- The reason for pitching the journalist
- Relevance of the story
- Benefits or advantages that the journalist will receive in exchange for working with the business
- Sender’s contact information
The information listed above will define the potential value that a business can bring to the world. It is very important to include specific customer problems or pain points that the business are working to help solve at the present moment and the impact that it can bring to the general public.
Before sending an email, it is also important to be aware of the so-called “golden moment” for the email not to be rejected. First, send a message to a writer’s social media account asking them whether it is alright to send them an email.
Otherwise, after sending an email, it would also be good to message the writer informing them of the email that has just been sent. Ideally, this should be done once rapport has already been established with the writer.
3. Dominate Social Media Through Powerful Content Marketing Campaigns
Content marketing is a strategic marketing approach that involves creating valuable free content. The content usually includes videos, blogs and social media posts to attract and retain target audience and encourage them into becoming repeat buyers.
It is a type of marketing in which contents that are related to a business’ products and services are included and highlighted. It serves as a testament to the level of expertise provided by the employees in the business.
Using content to market a business’ products and services increases brand visibility. Higher visibility paves the opportunity for these contents to reach target writers who have been looking for stories related to their specialty.
Here are the steps in creating a strong content marketing campaign:
- Create buyer persona. Include target demographic details, behavioral and buying patterns, pain points, goals, and motivations.
- Add variety to the content by creating blog posts, podcasts, infographics, videos, and case studies.
- Maximize the use of social media. Here’s a tip: Share every valuable content on Facebook groups as well as on the business’ page.
- Try focusing on contents should have stories that feature human interest.
- Create timely content.
- Publish content regularly.
- Engage with influencers or celebrities to get more advertising and exposure.
4. Share the Business’ Corporate Social Responsibility (CSR) Story
People have high regard to brands and personalities that are aware of their responsibility to society. Thus, customers prefer to buy from companies that extend their help to the community whenever possible because customers know that these companies’ purpose is not solely to sell products and services to earn profit.
This statement is supported by the nonprofit organization, Better Business Bureau (BBB). BBB has mentioned that around 88% of consumers prefer to purchase from companies that seek to make a difference in society.
It is no secret that being involved in social programs increase brand visibility. Hence, companies need to understand that social programs are becoming an integral part of every business.
Participating in socially beneficial programs provides an opportunity for companies to inform the public regarding their core values. As a result, the business will be able to establish trust.
One example of a company that gives back to the local community is New Media Services, a company specializing in providing Business Process Outsourcing services.
It launched its NMS Cares Organization which aims to support deaf children through skills development, sign language training and community support.
This advocacy enabled the company to reach commendable writers in various industries. The exposure likewise helped NMS gain free media coverage.
5. Exclusive Content
Exclusive is the term used to indicate that a writer or a media outlet was the first to report or publish content with exceptional originality, importance and excitement.
As a result, they become the center of attention. This is the reason why most, if not all media personnel are keen on getting exclusive contents and stories to feature.
To generate exclusive content, companies should start brainstorming newsworthy events or stories about their business that would benefit writers and media outlets as well as the broader public.
After which, these businesses should craft a stunning and personalized email pitch coupled with a killer subject line. Within 5-7 days without any response, it is best to follow up by sending a short email.
Next, send another email after 7-10 days in the event that the writers who are the email’s target recipients have remained silent. It is recommended, however, to find other media outlets if after the last email, the targeted writers have still chosen to ignore the emails.
What’s your secret to gaining positive and effective media exposure for your business? Share us your ideas!