Every business has a story to tell. Whether it’s the launch of a new product, the opening of a store, winning a prestigious award, or perhaps an upcoming special event, the media is interested in what you have to say. Often, the key to getting your story covered comes down to developing a compelling “pitch” and making sure it’s delivered to the appropriate media contact.
If you’re looking to generate editorial coverage (i.e. “stories”) about your business, the first step is to understand what the media is looking for. Generally speaking, the media seeks out stories that contain one or all of these elements:
- Unique – A story that addresses a new or unique trend, product, service, event, etc.
- Timely– A story that corresponds with a particular time of year or something happening in your industry or community
- Informative – A story that benefits the readers/listeners/viewers such as tips, trends and how to’s
- Local – A story that impacts your industry, community or has local connections
- Emotional – A story that appeals to one’s emotions (a human element)
Once you’ve identified a story opportunity, the next step is packaging the idea and sharing it with the media. There are multiple ways to get your story in front of the media. Here are 5 tips:
- Draft a news release that covers the “who, what, when, where and why” about your story.
- Develop a short, concise pitch and deliver to the media via email or phone.
- Research editorial calendars to find out when the media is covering your industry, products, events, etc.
- Draft a case study or thought leadership article and pitch it to targeted media contacts.
- Follow media contacts on social media to see what kind of stories they’re covering and what they’re looking for.
It’s important to do your homework before you send out a press release or pitch the media. Take some time to research the media outlet to understand what they cover and who covers a particular topic. If you’re not sure who to send your story idea to, look online. Most media websites have contacts listed.
No matter the products you make or the services you provide, the media is interested in hearing your story. The key is developing compelling story ideas and proactively sharing them with the media who cover your industry.
If you need help telling your story, give Celtic a call. Our PR department works with trade and consumer media contacts daily to get our clients covered. In just the past month, we’ve secured stories with WDJT-TV (CBS Milwaukee), WVIT-TV (NBC Connecticut), AOL Rise, Convenience Store News and Petroleum (CSP), Outdoor Life Survival, Field & Stream, Pioneer Press (Minneapolis), Milwaukee Journal Sentinel, Equipment Maintenance and many more!
