Quick and Dirty Tips to Improve Media Outreach

By: Gina Mason

In honor of the release of Forbes’ annual billionaire list, I thought it would be appropriate to quote the world’s wealthiest man. “If I was down to my last dollar, I would spend it on public relations.” – Bill Gates

Mr. Gates knows the value in public relations and acknowledges that media attention is still one of the best tactics to get your brand/company/product out there to the masses. Yes, advertising and social media are extremely useful, but there is no better way to get your brand and message out there than receiving (free) attention in a newspaper, magazine or TV show. However, media outreach and attention can be very difficult to obtain if you don’t have an established PR pro utilizing their media relationships to get that next big media hit.

For those of you DIYers who don’t use a PR firm, here are 12 of my favorite tips from media guru, Jeff Bullas that you can employ to “establish, improve, and solidify your outreach capabilities.” (Caution: for best results leave the media outreach to the PR pros)

1. Be different. If you’re not different, there’s no reason for editors and publications to cover you.
2. Identify quirky components of your company (logo), CEO (hobby), or company culture (You don’t work on Fridays).
3. Find reporters on Twitter and use AllMyTweets to identify topics they like, dislike, etc.
4. Create Twitter lists of editors and reporters and stay informed of their interests regarding developing news and stories.
5. Set Google Alerts for key terms, so you can stay informed about stories the reporters think are important.
6. Set Alerts for names of editors and reporters too to see what they’re writing about (Share their work too!)
7. Read reporters’ articles, blogs, and tweets. Mention their work and create a greater sense of context and logic regarding the reason for initial contact.
8. You’re supplying information but editors are well aware of the benefit of news coverage. Thank them for their time and for (even) considering your input.
9. Provide multiple opportunities for contact – include work email, cell phone, business phone, Skype, Twitter handle, etc.
10. Maintain an excel sheet of sites pitched and reporter contact information. Keep notes and dates (so you don’t re-pitch!)
11. When used for a story or article, become a marketer for them. Help spread the news!
12. Send a follow-up thanks.

To read the rest of Jeff’s article “50 Surprising Tips for Getting Attention in Mass Media” and see more of his great tips, visit:
http://www.jeffbullas.com/2014/08/07/50-surprising-tips-for-getting-attention-in-mass-media/#pzFHefGpuLEUKWxR.99

As always, if you like what you read be social and share.

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