How to get noticed by the media

 

 

A crucial part of growing a business is successful marketing and communications, and something I am often asked is how to get noticed in the media.

 

There is no simple formula to catch a journalist’s attention and PR professionals all have all kinds of preferred methods to pester hard-pressed editors. 

 

One universal truth of is journalists are doing much more work in much less time, so if you are emailing and calling, get straight to the point. We will quickly lose interest in a five-minute pre-amble. If you cannot explain your business quickly and concisely perhaps you need to rehearse how to communicate the key messages of your company. 

 

Another point which links in with our workload is we like it when you do the work for us. That’s not to say we are lazy and will print anything you send in. But if your communication is clear and well-written, has a sharp or topical hook and comes with high quality pictures then it makes our life easier and is more likely to pique our interest. 

 

Topicality helps – but don’t crowbar in a reference if it doesn’t deserve it. A Valentines themed night at a restaurant might work, but Valentines themed legal services will only elicit a groan. 

 

Ultimately, what your business does will affect how likely we are to feature you. If you are a straightforward plumber then it might be of limited interest. But if you are a banker turned plumber then that has the makings for an interesting story. Any human interest or backstory adds depth. Are the 10th generation of bakers? Did you have a previous career as an actor? 

 

It’s true we get lots of emails and might not sound too thrilled to receive a follow-up call. But it is probably worth your while. We may have missed your original email and so a gentle reminder will put it back into our minds. Don’t take it personally if we haven’t got back to you, and don’t be nervous about putting in some some polite persistence.