You’ve decided to set up a business, you’re putting your thing out there in the world, you’ve got a slick website and you’re all over social media.
Time to turn your attention to getting some media love. The thing with media relations and doing your own PR is that the launch of your business or new product line isn’t all that interesting to the media.
It’s time to learn how to think like a journalist, ramp up your media relations skills and make the media fall in love with you.
Five Things About How Journalists Think
- Journalists need a reason to do a story NOW (not tomorrow) – If you can answer the questions, “Why your company?” and “Why now?” you’ll get their attention. Do you have a good story or product for Father’s Day? Do you have a dress that’s exactly like the one Beyoncé wore to the MTV Awards last night? Did you just surpass your Kickstarter goal by double? This is key to media relations.
- Journalists are interested in what’s new or controversial – It’s unlikely most of us will have genuinely earth-shattering news, but the media still want to feel like they’re giving people the latest information on solving a particular problem. If there is a controversy brewing in the media, how can you tie-in your business to what is ‘hot’? Figure out what’s hot and target your media relations around that.
- Journalists are serving a particular audience – How will your story be serving their audience? Journalists are laser focused on their target readers and are obsessive about making sure they only write about things they know their readers will want to know about. If your business creates smart, stylish clothes for the pregnant executive, you’ll find that LouLou Magazine, with it’s much younger demographic is probably not the best fit. Whereas Chatelaine and Canadian Living are much better.
- Journalists tend to be skeptical – It’s their job to question what comes their way. They want to make sure things work and that the facts you provide are correct. They may not take your word for it. That means if you’re pitching a journalist a story on the rising trend for men wearing pocket squares, there needs to be “evidence” of the pocket square trend beyond just your brand. Highlighting other brands or showing off celebrities sporting pocket squares (even if they aren’t yours) makes it much more likely a journalist will write a story and include your company.
- Journalists want to tell a great story – The more you can help them tell a great story, the more publicity you’ll get. Whatever story you are pitching, ask yourself, “Who cares?” What’s the boldest, most outrageous or provocative statement you’re willing to make? What, specifically, are the benefits people receive from hearing about your company?
Understand what the media are looking for and you’ll quickly stand out from the crowd and get your story heard in all your media relations efforts.
If you want to get all the inside information on how to make the media love you and get crazy amounts of press, you need to check out this resource we’ve made for you.
