9.03 – Becoming Newsworthy
Getting your business into the news is one of the most cost-effective ways to reach both current and potential customers. Media outlets, whether papers, TV, or online journals, are often seen as unbiased, which gives them greater impact than traditional advertisements. Positive news coverage can significantly enhance your business’s reputation. Conversely, having a solid crisis management plan is essential for managing any negative news. For valuable insights on crisis management, visit All About Public Relations.
Writing Effective Press Releases
The most reliable way to get media coverage is through press releases. To be successful, a press release must grab attention immediately and be easy to digest. Here are key tips for writing an effective press release:
Compelling Introduction
The introduction is crucial. Ensure it makes the reader want to continue. Avoid unnecessary details and keep paragraphs concise and flowing
Reader-Friendly Language
Write in a style that matches the intended readership. For the general public, use descriptive language rather than technical jargon. For trade press, include detailed facts and figures.
Contact Information
Include comprehensive contact details for follow-up, including phone numbers, email addresses, and website information.
Timely Submission
Adhere to publication deadlines. Local papers may print on Tuesdays or Wednesdays for a Friday edition. National dailies have more flexibility, while monthly journals may have cut-off dates six weeks in advance.
News Over Promotion
Focus on newsworthy content rather than overtly promoting your business. This approach increases the likelihood of your release being published.
Visual Appeal
Include high-quality images, as they can significantly enhance the appeal of your press release.
Targeting the Right Journalists
Your press release’s target audience is the professional editor who decides what to print. With editors receiving an average of 80-90 press releases per week, ensure your release is newsworthy and free from unnecessary jargon.
- Research: Identify the right newspapers, journals, and journalists. Familiarize yourself with their style and approach to news stories.
- Tailor Your Release: Write your press release in a style that closely matches the journalist’s own, making it easier for them to use your content.
Following Through
Follow up your press release with a quick phone call or email. This step helps maintain interest and ensures your story is not overlooked. Persistence is key; even if you don’t get results initially, keep trying and develop relationships with local journalists and editors.
Leveraging Social Media
In addition to traditional media, social media platforms are crucial for modern marketing. Platforms like blogs, Facebook, Twitter, and other social networks can significantly amplify your message. Consumers increasingly rely on peer reviews and social media for product and service recommendations.
- Engage on Social Media: Regularly update your social media channels and interact with your audience. This engagement builds a loyal customer base and increases your reach.
- Encourage Reviews: Encourage customers to leave reviews on platforms like TripAdvisor, where potential customers can see honest feedback about your business.
For comprehensive guidance on using social media in your marketing strategy, refer to “Social Media Marketing For Dummies” by Shiv Singh and Stephanie Diamond. Additionally, Chapter 21 of this course provides more insights into leveraging social media effectively.
Conclusion
Consistent media presence can significantly boost your business’s visibility and credibility. By crafting compelling press releases, targeting the right journalists, following through, and leveraging social media, you can effectively market your business and attract more customers.
