You Can Get Press Coverage. Here’s How.

Peruse the publications that garner the audience you covet. They have two types of information: “stories” and “stuff.” Stories are … stories – they’re long and interesting. Stuff is short – short articles, lists and “mentions.”

Your first PR task is pretty easy – get mentioned in the stuff at every opportunity. Over time, it’ll add up and create awareness. It will also provide a base from which to build relationships with members of the media.

So, in the publications that have the audience you target, study the stuff they include and give them your stuff. Typically it’s employee hires and promotions, product launches, relocations, industry awards, certifications and recognition. Many times, if you attempt to write your own stuff to fit their format, they’ll print it verbatim.

Getting written-up in stories is a different challenge altogether. But have no doubt – the media needs story ideas. They need to write about something and, as any human, they’d love a little help. So your task is pretty darn simple – give them some easy-to-write stories their audience will find interesting. Of course, make sure the stories have some connection to you, your company or its products or services. Surely there’s something that fits the bill.

Wow. You have a blank look on your face. Fear not. Here are some suggestions. But first, get clear that media contacts, when it comes to stories, aren’t interested in giving you free publicity. They don’t care about you, your business or what you’re selling. Editors care only about finding stories that are interesting to their readers. Stories that make their readers want to subscribe again next year. Generally, they want news, not marketing. There is a difference.

Marketing is about products and services. It’s about things that can be bought. News, on the other hand, is … news! It’s about an interesting topic, trend or development. It’s “Hey, did you hear we’re all gonna die from the fluoride in our water?” It’s timely information that was not known before, and it’s free.

Brainstorm about the following:

• What is impacting, or soon will, the audience of the media outlet you target?
• What industry trends might be of interest to the audience of your targeted media outlet?
• Can you find a unique take on an old story?

Once you’ve identified some stories, consider:

a.    Does this story have a tie-in to you, your company, products or services?

b.    Does anyone, outside your company and family, really give a darn about this?

If your story passes these tests, you’re in business. Now the work begins. Put the story together. Research the facts and gather source material. List people with in-depth knowledge of the issue whom will share their knowledge, experience and opinions with the media. Get it all in a press release.

Next, to whom are you going to send it? You can either compile the list yourself or outsource it. The major press release “blast” services include prnewswire.com and businesswire.com. They cost money but they’re quick, easy and have a very broad distribution. They’re not targeted and not as good at helping you build personal relationships with editors.

Finally, once the press release is distributed, follow up thoroughly. Be advised, however, that although PR is not conceptually difficult, it is a profession. If you and your staff lack PR experience and/or professional writing skills, consider hiring a professional – if not an agency, maybe a freelance writer or journalist who could work part-time on your project. To find one, try www.guru.com.

Note: Just before going to press, William J. Comcowich of CyberAlert informed us that a firm called PRWeb (www.prweb.com) will distribute press releases for free. For what it’s worth!