You Can’t Buy Press Coverage…
At Least Not In Big Markets
You may think money talks, but a sure way to get your press release rejected is if you mention to an editor how much ad money you have spent with the paper or offer to commit ad money if the editor will run your story. Editors are not ad sales people. They're journalists and they take pride in delivering unbiased coverage independent of outside influences.
That said, many "hometown" papers will accept a “trade” for an advertising commitment. Take advantage of this practice as much as you can, just be careful not to approach the legitimate press with any type of bartering proposal. It may destroy your chances of getting your releases accepted now and in the future.
Give The Editors What They Want
The media makes a living by providing valuable news and information to its audience. Newspaper editors and TV's managing editors are bombarded every day with news releases from all over the world that they have to read, review, and consider for inclusion…consider for their readership.
Some small business owners have a strange sense of entitlement. They believe that if they write a press release that is newsworthy that there is an obligation on the part of the newspaper to publish it.
Not only is this not true, but this kind of attitude can be detrimental to obtaining the coverage that you want. The media is fully autonomous in determining who and what will be covered, except in countries with "state-controlled" media outlets.
The media is not an extension of your marketing department, but if you are savvy, you can still attract their attention and get them to “do your bidding” while they serve their own needs. The key is to provide a compelling answer to the all-important question, “Why should our readers or listeners be interested in you NOW?”
The most basic public relations/marketing tool for every successful business owner, whether he runs a mom ‘n’ pop shop or a company on the Fortune 500 list, is the news release or press release. The trick is not to make your article a commercial or advertisement. If you weave your business into a human-interest story people will read the article and remember your business.
What’s hot and what’s not when it comes to releases? Media outlets are looking for stories that are newsworthy. That's their job. To be newsworthy your topic either has to be controversial, strange or out of the ordinary, a human interest story, or tied to current events.
In general, information outlets are looking for
- Topical news releases relating to timely issues. The media is particularly interested in certain trends and your products and services, no matter what they are, can tie into one of those trends
- Community involvement releases sponsoring events or get-togethers
- Industry-specific projections and surveys that predict where a niche market is headed
- Executive-appointment releases announcing the appointment of someone to a new position
Generating news and information that people and the press will be interested in is not as difficult as it may sound. All you have to do is ask the question, “What does my target audience care about?” Asking this question will help to focus your thoughts and ideas. Conducting some research on a specific topic or question will help you get the answer.
All that stands between you and free publicity is your creativity.
Have a Plan - Know How You’re Going to Handle the Reponses
Don't send in a press release until you and your employees know how you’re going to handle the responses. What if 20 reporters want to interview you? Who at your company talks to the press? What if your press release is a hit and 1,000 consumers arrive on your doorstep the next morning or phone in? Do you know how to handle 1,000+ requests for information?
I know that this would be a good problem, but it’s still a problem in need of a solution, nonetheless. You really must ensure that you are able to respond quickly to publicity inquiries.
If you can’t keep up with the response, people will be turned off to you and your business. Your efforts will be for nothing and, in fact, you’ll be worse off than when you started! People who formerly knew nothing about you will now have a negative impression!
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