When business leaders, thought leaders, and even PR pros are hoping to get media coverage for their, or their companies’ efforts, they often inadvertently make some mistakes that can hinder their efforts.
Here we take a look at 10 common, and easily fixable, mistakes. How many are you making?
Lack of clarity
Failing to clearly define your message and objectives can lead to confusion for both the media and your actual target audience. It’s important to have a concise and compelling story to tell and to get clarity around what that story is. Trying to do too much in a pitch creates confusion and waters down your message. Keep it clear!
Ignoring the target audience
It’s critically important to understand the interests and needs of your target audience. In this case, that means both the media contacts you’re trying to interest in your story and your actual, ultimate audience. Tailor your messaging to resonate with the specific demographics you want to reach.
Poor timing
Sending out press releases or pitches at inappropriate times can cause them to get lost in the media noise. Research the best times to approach journalists and ensure your timing aligns with both their needs, and current events or industry trends.
Not building relationships
Establishing relationships with journalists is vital for garnering media coverage. Many business leaders overlook the importance of building rapport and connections, which can make it harder to get their stories noticed.
Lack of personalization
Sending generic or impersonalized pitches to media outlets can be a major turnoff. Take the time to understand the interests and preferences of individual journalists and customize your pitches accordingly.
Overlooking storytelling
Facts and figures alone are not enough to capture media attention. Business leaders often forget the power of storytelling in creating engaging narratives. Craft your message into a compelling story that resonates with journalists and their audiences.
Neglecting visual content
In today’s media landscape, visuals play a crucial role. Failing to provide high-quality images, videos, or infographics alongside your media materials can make it harder to get the attention you’re looking for.
Misunderstanding media platforms
Each media platform has its own style and requirements, in both traditional and digital environments. Failure to understand these nuances can result in ineffective pitches or press releases that don’t align with the platform’s format.
Relying solely on press releases
While press releases can be a valuable tool, relying solely on this format can limit media coverage opportunities. Explore other avenues, such as contributing articles, interviews, or expert opinions, to showcase your expertise. In today’s more digital and fast-paced media environment, in fact, simple pitches can often yield the best results.
Not being available or responsive
Once media coverage starts to pick up, it’s essential to be available for interviews or follow-up questions. Being unresponsive or unavailable can frustrate journalists and hinder future opportunities.
And, we’d add one bonus item…
Being too self-promotional
Yes, of course, you’re attempting to promote yourself, your business, or your products and services. But a low-key approach works best. Journalists aren’t in the business of pitching you or your company. They’re in the business of telling great stories or sharing great information that their audiences are likely to be interested in. Doing that yourself is the best way to get the coverage you want!
Avoiding these common mistakes can significantly improve your chances of successfully securing media coverage and effectively sharing your message with the world. What simple tips would you add to the list?
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results at reasonable rates.
In addition to content creation we specialize in helping B2B clients raise awareness and drive website traffic through a strong LinkedIn and Twitter presence.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
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Tags: effective media coverage, effective public relations, free publicity, getting media coverage, getting publicity, working with the media