Just a few years ago, press releases were the number one tool available to the media outlets when they wanted to report their story. This is still something many new business owners believe in, so the first thing that comes to mind when marketing a company is sending a press release.
The question is, do journalists today actually read it? People rarely read books these days, so it’s time to consider a new marketing method instead of using a news release service.
Competition for journalists’ attention is fierce. Almost everyone is competing to receive the news reporter’s most coveted article and be used as the next scoop.
There are also effective DIY methods for earning media miles. Let’s take a look at some of them.
Build relationships with target journalists and editors. Start your personalized presentation. This will show reporters that they have done their homework to research them and their publications. Doing this takes time and effort, and journalists thank you for the work done to make it happen. A pitch for a publication audience is sent from heaven because it makes the job so much easier.
Find the name of your target journalist and make a presentation for that person. Please don’t send copy-pasting inhumane pitches. Learn more about the journalist and how your content can benefit him and the publications he works for. Show interest in his work by introducing that you have read his work.
Use a title that grabs your attention. In general, don’t use “for your information” or “who could be a problem”.
Emails can be formatted as blog posts or articles. Break the ice and tell the story through conversation. Tag emails with keywords and include a link to your company website.
Engage journalists by tweeting before sending an email pitch. You can also replace email content with one or two tweets. After sending the Tweet material, you can follow up with an email pitch.
You can also send a message on Facebook. Add known journalists and influencers to your Facebook friends list. Start getting involved by following, liking and commenting on posts.
If you have the courage, you can call the reporter and see if they’re interested in the press release. This will save you a lot of time and effort, and if you get a positive or negative response, it will help you focus your efforts on other journalists or build on what you have already started.
How about going one step further and giving a presentation with a reporter over coffee? There are reporters who want to use this invitation to leave the office.
Once you’ve built a relationship with the right reporter, you can benefit from that relationship by providing an exclusive story. Journalists love to receive exclusive articles that are newsworthy and relevant. Once they have written your story, you are likely to be promoted in many other publications. You can get PR results without writing a press release.
They tend to prefer watching videos over reading. More than 500 million people watch videos on Facebook every day. A quick video can replace the distribution of free press releases and achieve better results. You can share your video on various social media platforms for better exposure.