Marketing Campaigns > Media Coverage
Media Coverage: Get Media Placement with Industry Articles
Testimonials"Placing us in trade magazines enabled Callio to receive international exposure and most of all develop a trustworthy brand."
René St-Germain, Former CEO, Callio Technologies
Media coverage and industry articles can make all the difference to a small or medium-sized company. Media placement in a prestigious publication, whether printed or online, helps a company better reach its target market. But it can be a challenge to break through all the noise fed to media outlets, and difficult to be featured in reputable industry publications.
There are many ways to pitch a subject for media placement. Two particularly effective ways are:
- Pitching Contributed Industry Articles — Many niche magazines and newsletters are always on the look-out for well-written industry articles. Direct Objective can locate appropriate publications and prepare an industry article both tailored to the requirements of the publisher and promoting relevant aspects of your product or service.
- Social Media— Distributing content through social media marketing channels enables you to reach a large and targeted audience and create a buzz. The more hype you create, the more people you reach, and soon media coverage spreads like falling dominoes.
Considerations for Quality Media Coverage and Media Placement
Media coverage can seem glamorous and appealing, but there are risks involved. When you feed the press with your news and subjects, they will only pick what interests them. You may find that all the information you submit vanishes. Moreover, if you secure a media placement, it may be out of context or turned upside down.
So how can you get media coverage that works for your company? You need to be attuned to the media and understand how popular journalists, bloggers, and editors function. News items or industry articles should be pitched with an effective angle, or “spin”. This means finding a creative way to present a subject that you are interested in promoting.
By tying in a media placement with a current buzz topic, you make your media coverage relevant and increase the probability that your story will be picked up. Industry articles are more likely to be published if they offer a new or unique perspective on a topic.
Beyond having the appropriate “spin” on media coverage and industry articles, it is advisable to send material out to editors in a format and style that they would feel comfortable publishing. In this regard, the writing format can make or break a media placement. By minimizing the work journalist and editors have to do, you maximize your chances of getting good media coverage.