As a small business, or any business for that matter, you want your customers and potential customers to be aware when you launch a new service, are hosting an event or even hire a rockstar employee. All of these things create positive brand recognition and awareness, increasing the volume of your business.
Pitching a story to media may seem like an easy task, but it’s garnering coverage that’s the hard part. It’s funny, being in the public relations industry, we always hear, “Oh yeah, we do our own press releases and distribute them to our lists.” Well, guys, times have changed. It’s not all about press releases any more.
The ladies of Strategic Ink had the opportunity to meet with regional media representatives (broadcast, print, wire services, etc.) during a recent event, The Space Coast Media Summit. All of them agreed that while press releases are good in some cases, they would much rather a short pitch (bullet points, to the point), a Twitter or Facebook message, video and images. And in some cases, ALL OF THE ABOVE, because let’s face it, we are all really busy.
Relationships are a crucial element of any business. Media relations is precisely that. Your chances of getting a story covered are so much greater if you have good rapport with the person you are pitching to. Which email do you think they will read first? One from a name that they don’t recognize or one from a trusted source?
This week PR Daily ran a great piece on how to avoid common email pitching mistakes. It’s definitely worth a read and provides some useful tips.
The bottom line here is that the stronger your relationships with the media, the better chance you have of getting press. If you have those relationships, great! But if not, PR professionals and agencies specialize in just that. It’s more important than you think…