How to Get the Media Interested in You: You May Be Newsworthy Without Even Knowing It
Do you know what the media would consider newsworthy about you or your company?
Many new clients come to us with a strong opinion about what their "pitch" should be, but often miss the mark, in terms of knowing what will get the
media to sit up and pay attention to their message. But it's very understandable that this could occur, if you're not working with the media the way we
do, day in and day out, developing story angles intended to grab their interest.
For those who are new to PR, my message is this - think outside of the box! As normal as it is to be focused on your own company and industry or
field of interest, there is a lot going on in the world, and your expertise might be news in ways that you've not previously envisioned.
I always recommend to my clients that they try to view their companies from the outside looking in, particularly, from the perspective of the media. The
best way for you to garner the media's interest is to understand what it is about you and your company that might be interesting to them. The process
is actually quite simple.
1. Read the News - If you want to be featured in the news, you should read the news. Be general in your approach. Read the top headlines in all the
categories, even if your company is in a niche industry, because you never know what is going to happen. For instance, the BP oil spill in the Gulf of
Mexico has focused a spotlight on oil rigs and the people who work on them. Journalists are looking at the companies who own oil rigs, drilling rights,
and other oil company service firms. Analysts in that small business niche are being quoted in top tier media outlets, after existing for decades
completely outside the reach of the media's radar. So, go broad with the topics that you track, and don't be afraid to become a little bit of a news geek.
Being better informed about the world around you isn't a bad thing, and the by-product is that you'll be far more media savvy.