When you’re not getting any media coverage, whose fault is it ?
Is it media’s? They’re preoccupied with other things, especially politics and show business — topics that probably don’t have anything to do with your product.
Is it the fault of your business? It’s just not interesting enough, or compelling enough to warrant media attention.
Or is it your fault? Are you doing something wrong?
To answer these questions, here are…
5 Reasons You’re Not Getting Any Media Attention
1. You never reach out
If you think journalists are preoccupied, you’re right. They’re always under pressure to meet deadlines, and a hundred different things are vying for their attention every day.
So if you never attempt to get some of their attention to you, then you have little chance for media coverage. A well thought out press release or media pitch, given to the right journalists or editors, will go a long way to keeping you on top of their minds — or at least pretty close to it.
2. You’re unprepared
The “luckiest” people are those who are always prepared enough to grab opportunities when they appear. If you don’t have a media kit and media page to provide information to interested journalists, if you don’t know what’s happening around you that might be relevant to your business, if you take forever to return calls or set up interviews, then you’re out of luck. Always be ready with some of the basic PR tools you need to get free publicity.
3. You don’t create your own news
If your business is interesting enough to attract customers, then it’s interesting enough for the media. But often, you have to package it that way. Regularly mine your business for media-sexy stories, and pitch these to the media.
Sometimes, you have to create your own news. Organize events, participate in fundraisers, conduct a study, or partner with more prominent businesses and organizations.
4. You’re not connecting with the right journalists
If you’re pitching to the wrong reporters and editors, then your story will never get told. Don’t send your media pitch to the business editor, for example, if your product is more suitable for the lifestyle section of a newspaper.
Also, don’t send out a template pitch to everyone on your media list. Take the time to personalize and customize each one, so you’re addressing what each reporter or editor is most interested in.
Know which media outlets and journalists reach your target audience and connect with them. With social media, it’s now easier than ever to get direct access to journalists.
5. You’re out of touch with what’s newsworthy
Any sort of media work is difficult if you don’t have your finger on the pulse of the media. That is, if you don’t know what media are publishing and broadcasting, how will you know what they’re looking for? Consume media and observe which stories get publicity. You’ll be surprised at how many opportunities you can spot this way.
Whose Fault Is It?
After reading the list above, I hope you now realize how much there is you can do to get more media attention. You don’t have to wait until journalists discover your awesome products. Go out there and shine a light on your business!
How can you do better? What can you start doing, or do more of, to gain more media exposure?
Image from Crestock Stock Photo
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies, which she's also using for her own bling flip flop company.
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