Ways to generate publicity

28 January 2014

How to respond successfully to a media call-out

Media Coverage is powerful. Not only do you gain exposure to new potential customers, it gives you implied credibility acting as a third-party endorsement.

But when you’re wearing a hundred and one hats in your business already, finding the time to develop newsworthy angles, write media releases and then send them out can be a little difficult.

Thankfully though, with the help of social media and websites like SourceBottle.com you can intercept media call-outs from journalists who are looking for sources to input on their story. The angle is set and the story is being published, all you need to do is put forward your expert opinion or experience.

But you won’t be the only person who sees the call-out, so how do you improve your chances of being chosen? Here are seven tips to help you respond to a media call-out successfully and position yourself as a valuable source.

1. Research the media or journalist making the request

Call-outs don’t always include the exact media outlet making the request though if it does, or a journalist or news organisation you are following puts out a request, research them further.

What kind of stories do they do? How long are they normally? What is their news focus – do they cover more hard-hitting news or are they more feature and profile based? This information can help you write your response more strategically.

2. Respond as soon as possible

Journalists are on often on tight deadlines so the sooner you respond the better. Normally each call-out will have a date by when they need people to respond by, though some won’t and you can’t always be assured that they will wait until that date to choose a source, so get in quick.

3. Read their request carefully and answer accordingly

Once you have read what they want, write 2-3 paragraphs of how you could shed light on the topic. It needs to be attention grabbing, so sell yourself but keep the focus on what they want and need. To do this ask yourself what could you do to help them cover this story well? What could you bring to it that no-one else could?

Be as concise as possible without diluting your message, as this too will demonstrate to the journalist your ability to articulate your view quickly and succinctly, something they value in a source.

4. Mention any specific information you could provide them with

Do you have any industry insights, statistics or background information that could help them with their story? If the answer is yes, tell them what you have without giving it all away, you want them to have a taste but still be intrigued enough to contact you.

5. Build your credibility

Build your credibility and position yourself as a good and reliable source by including your expertise, credentials and length of industry experience. Also mention any other media coverage you have gained if applicable.

6. Include your contact details

Remember to include your landline, mobile, email address and website so they can easily get in contact with you for an interview.

7. Be available

Once again journalists are usually on tight deadlines so make yourself available when they need to interview you. Thank them for their time and let them know that you are available for comment again if they ever need it.

So there you have it, seven tips for creating a more strategic and targeted media call-out response. Do you have any tips that have worked for you?

Amanda

23 November 2013

Six ways to generate publicity (that you may not have tried)

When it comes to generating publicity for your business, news releases are by far the most popular option. But they aren’t the only option. There are a number of tools you can use and angles you can take to capture the attention of journalists and editors.

To give you some ideas, here are six additional tools or angles that you may not have thought to use in order to generate more publicity for your business.

1. Trend Releases

Trend releases are often the most valuable to the media and will help you establish a reputation as a source. These releases contain information on developing trends, breaking research or other industry insights that would be unknown to the media or difficult for them to obtain.

These are ideal for industry specific publications though also for mainstream media provided the angle is highly newsworthy and affects or impacts a wide audience.

2. Expert Comment/Piggyback Releases

Expert comment releases are issued when a story breaks that would require a statement or comment from someone with your expertise. These are also great for positioning yourself as a source.

It could be a statement of support with additional information or an opposing view with facts to back up your opinion. Whatever your response, be sure to state you are available for interviews.

3. Letters to the Editor

Writing Letters to the Editor can be an effective venue for establishing yourself as an expert, addressing controversial issues, discussing industry developments, responding to claims and of course offering your opinion. To capture attention and increase your chance of being published make sure your response is insightful, sharp and articulated well.

4. Op-Ed Articles

Op-Ed articles are longer opinion pieces that (usually) appear on the same page as the Letters to the Editor. Just like the Letters to the Editor they are a great way to showcase your level of knowledge and insight. Once again carefully consider your position and make sure the opinion you put forward is insightful, researched, logical and well written.

5. Public Service Announcements

Public service announcements are messages in the public interest sent out by the media without charge, with the objective to raise awareness or change the public’s attitude or behaviour towards an issue or event. While they won’t suit every business, issue or event, it’s good to be aware of this option.

6. Reviews and giveaways

Many publications will review new or existing products for their “what’s new”, “things we love” or “check this out” sections so it pays to send a sample of your products or at least alert relevant publications to your products.

They will also hold regular giveaways either in their magazine, newsletter or on their website. Some happen monthly while others happen around key times of the year like Christmas, Easter, Mother’s Day, Father’s Day, Back to School, change of season and so on. So it is good to send out a news release with the option to do a review and/or giveaway around these times.

Keep in mind that most publications will require a reasonable value or specific quantity of product to be included in a giveaway. To decide if the investment is worth it take into consideration the target audience of the publication, how large the audience is and the level of coverage and promotion you and the giveaway will receive.

Have you tried any different ways to generate publicity for your business?