You’d be hard pressed to find a business that wouldn’t benefit from publicity. But how do you get coverage in major newspapers, magazines or websites? The trick to generating publicity is simple – know what the media wants, and then give it to them. And while this sounds overly simplistic, it’s worth knowing that most publications, websites and blogs that syndicate, (i.e publish other people’s content), will welcome well written, topical articles that make it easy to write a story. The trick is to know how to deliver that information in a way that can be used.
1. Tailor your story
Get specific. Don’t just provide the publication with general information about your company. Suggest an angle that will suit their particular publication or media outlet.
Journalists receive countless media releases. So even though your business might be the most interesting one in the world, the publication may never get to know about it if you don’t spell out WHY your business is relevant, interesting and useful to their target readers.
Find the all-important “angle” and provide a media release that is about the topic they would want to publish, or write about. When in doubt, put yourself in the reader’s position – would you want to read this article if you picked up the magazine or clicked on the website?
www.sourcebottle.com.au is a wonderful service for business owners and journalists alike. Basically, writers post “call outs” when they are looking for people to profile, case studies, or experts to comment on topics they are writing about.
The key to success is ensuring that you provide the information that journalists ask for. Let’s say a journalist is looking for “an expert who can comment on the current food crisis in Australia.”
This kind of response is not going to get you very far: “I am an expert and I can provide comments on this.”
Instead, try something like this: “I am a Sydney food economist. I have strong views on the current food crisis in Australia based on my research into imported versus locally produced food. If you would like specific comments on how the recent Queensland floods have impacted the food crisis, I can also expand on that. I’m happy to talk any time this week. My number is ……”
3. Good photography
Never underestimate the power of a decent photo. You don’t have to commission Annie Leibowitz, you just need great clean professional shots that shows you, or your product, in the best light. A photo can make – or break – how much coverage you get. If you have a great, professionally taken photo, you could end up with a full page (or even the cover) of some magazines. But if you send that photo you took last time you were in Bali and ask the journo to crop your kids out of it, don’t expect to get too many column inches.
If a media outlet has the choice of using a great photo supplied by your competitor versus the fuzzy one supplied by you, which one are they going to choose?