How to capture the media’s attention
As an ambitious go-getter, you probably have grand ideas of the media outlets that you want to pitch your brand to.
Which is amazing.
Except getting the media’s attention requires a plan.
Do you have one?
Getting an editor interested in your launch, product, or brand isn't easy, especially without an established relationship.
Just think, you are basically trying to secure media placement with what amounts to a cold call. But your cold call is to an editor’s inbox, which is surrounded by thousands of other equally eager brands looking for free publicity.
Yikes.
And, just like your own inbox, editors prioritize theirs by opening and responding based on who is behind the message—contacts they know and like capture their attention first, catchy subject lines second, etc.
Are you feeling defeated? Don’t be!
The media attention you’re seeking isn’t impossible to nab.
And it will not require spending thousands of dollars on some fancy schmancy PR agency.
So how in the heck are you supposed to get major media to pay attention to what you've got going on?
We all have to started somewhere. And we believe these three simple steps will help boost your chances of making it onto the media’s radar.
Know your new
Members of the media love to be the first to have discovered the next great thing. They love being the ones to tell the masses what’s new, hot, and never been seen before.
The launch of your brand or product is a great time to capitalize on being new. However, with a bit of creativity, you can attack this concept of what’s fresh from almost any angle. Including new branding, website, social campaign, packaging, pricing, or even staff.
Know deadlines
As we’ve previously mention on this blog, timing matters in PR.
Based on the time of year you are planning to pitch the media, your contacts will likely be working a very specific topic, based on the time of season and their lead time.
For instance, if you send a magazine contact your summer grilling recipes pitch in May, you’ll probably be out of luck. Their print issue for May closed months ago.
On the other hand, if you send your favorite blogger a Mother’s Day gift guide pitch in January, you probably won’t be hearing back as they haven’t even thought about March yet.
Always follow up
You know how the pick-up line is typically the first step in dating? Your initial pitch to the media is just like that—it’s the beginning of an entire process.
If you don't hear back from your media contact, don't assume it’s a no and they aren’t interested in your story.
Instead, send a polite follow-up email two or three days later to put your name and brand in front of them one additional time. Do not wait more than a week to do this! I’ve often found it’s the second message that does the trick.
It’s really that easy! With a strong pitch angle, sent at the right time to the right contact, and with a little follow up, you'll be well on your way to capturing the media’s attention.
