With the news cycle moving faster than ever, it’s become more and more difficult to get media attention. Gone are the days when sending an announcement to a press release wire and hoping for pickup was a viable strategy.
With this in mind, here are a few tips for getting attention today:
Become your own media outlet
Developing a strong owned-content strategy is crucial. Creating your own content and publishing to an internal blog builds your brand as a thought leader and strengthens the organization’s reputation. You can use this home as a place to test story ideas and it builds your SEO (search engine optimization).
It’s easier than ever to do this by using a WordPress blog or a Medium site. And don’t forget to publish this content out to social media!
Listen for what journalists are looking for
Research journalists that write about your competitors and follow them on Twitter. Or, leverage social listening to listen for influencers that are talking about your industry.
Engaging in social media is a great way to build a relationship. Especially if you have a good quote or piece of advice to add. And, if you already have content ready to go from your own content efforts, you have something to pass along!
Tools like Google Alerts and Hootsuite can be helpful for this. PeakMetrics’s journalist database is another powerful way to instantly gain access to relevant journalists.
Builds on Trends
If something is going viral online, be sure to leverage it and develop your own content and social channels that take advantage of the moment. It’s a great way to stay relevant online and to discover new audiences.
Pop culture and TV are great places to start. But be careful – leveraging a negative story in the press will only hurt your brand unless it plays well to your organization’s mission.
How else are you engaging media attention? We’d love to hear!