Years ago, a press release was the best tool to use if you want your story to be picked up by the media. This is still what many new business owners believe, so your first thought when marketing your business is to submit a press release.
The question is, do journalists really read them today? People rarely read these days, so it might be time to consider new ways to market instead of using press release services.
The competition for the attention of journalists is quite tough, almost everyone is competing for the much coveted recognition of news reporters and being used as their next big scoop.
There are DIY methods that are also effective in getting media mileage. Let’s take a look at some of them.
You need to establish relationships with your target journalists and editors. Get started creating custom proposals. Doing this will show the journalist that you did your homework by researching them and their publication. It takes time and effort to do this and journalists appreciate it being done for them. An audience-directed release of your posts is heaven sent because it makes your job so much easier.
Find out the name of your target journalist and make a speech that is personal to him or her. Don’t send copy and paste messages that are impersonal. Learn more about the journalist and how his content will help him and the publication he is working for. Show interest in their work by making an introduction that you have read their work.
Use an attention-grabbing subject line. Do not use generic “For Your Information” or “To Whom It May Concern”.
You can format your email as a blog post or an article. Break the ice by talking, try to tell a story. Tag your email with keywords and include a link to your business website.
Before emailing your presentation, try to get the journalist involved by sending a tweet. You can also convert the content of your email into one or two tweets. After submitting your tweet material, you can follow up with your submission by email.
You can also try sending a message on Facebook. Add well-known journalists and influencers to your Facebook friends list. Get started by following them, liking their posts, and commenting.
If you have the guts to do so, you can call a reporter to see if they are interested in your release. This will save you a lot of time and effort, getting a positive or negative response will help you focus your efforts on other journalists or build on what you have already started.
Why not go one step further and meet the journalist for coffee and present your speech face-to-face? There are journalists who would use this invitation as a way to get out of their offices.
If you have established a relationship with the right journalist, you can reap the benefits of that relationship by telling an exclusive story. Reporters love getting relevant and newsworthy exclusives. Once your story is written, there is a great chance that it will get publicity in many other publications. You can achieve public relations results without having to write a press release.
There is a tendency for people to prefer watching videos than reading. There are more than 500 million people who watch videos on Facebook every day. A quick video can replace the distribution of a free press release and get better results. You can start sharing your video on the various social media platforms for better exposure.