Journalists today are more bombarded with emails, calls, and press releases than ever before, and when you represent a small business or a startup, why should they bother with you? The answer lies in the basics of marketing. Here are some really important things to keep in mind when you are pitching to journalists.
1. Describe your offer concisely and explain where it is positioned in the marketplace.
You know you can’t compete with a huge company with 10x your marketing budget, but why try? Your company was created because you sensed a void in the market that you decided to fill. Highlight this fact and how your business can help people in ways that the big guys couldn’t.
2. Situate your offer in regards to current trends.
Why is your business relevant now? Does your offer represent a lower-cost alternative in an economic crisis or a solution to the latest tech need? Apply your offer to relevant societal or economic trends and journalists will surely take notice.
3. Differentiate yourself from your competitors and know your market well.
It should go without saying that your company is differentiated from your competitors. Be able to express this and your product or service’s unique benefit clearly. Educating journalists about the industry you’re operating in, not just your company, makes it more likely that you will attract their interest enough to write about it and of course, you.
4. Make it short and sweet. You’re writing a press release, not a novel.
One of the first things you learn in marketing is the KISS principle: Keep it Simple, Stupid! Write clearly, avoid industry jargon, generic expressions, and pompous quotes. These are unnecessary and usually very unwelcome by journalists.
5. A picture is worth a thousand words.
Let’s face it: images are sexier than words. Always try to include product images, screenshots, videos, and your company logo in press releases. If you are a web service, provide links to your website with demos or free trials when possible, and always include links to press releases to facilitate sharing on social networks.
6. Keep yourself in the news
Once you’ve established a bit of a reputation for yourself, regularly keep your contacts updated about the evolution of your offer and your business. For journalists who might happen upon your site, prepare an easily downloadable press kit to make it as pain-free as possible for them to write about you.
So there you have it: the basics of building a lasting relationship with the press. Apply these tricks to all your PR efforts and journalists will be lining up around the block to write about you!
That’s all for now,
The PressKing Team