Media Coverage & Public Relations: Get Media Placements

Gil Gruber, MBA

Gil Gruber, MBA

With over 20 years of diverse marketing and sales experience, Gil’s entrepreneurial spirit led him to serial success in various business ventures, recognized on the “Maverick of the Morning” CNN show and awarded with the “Best of the Web” from Forbes. Gil is a frequent speaker at conferences, associations, and international events about emerging trends in B2B marketing and business expansion. His book “Turn On Marketing” is available on Amazon.
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Media coverage and public relations can make all the difference to a small or medium-sized company. While it may be challenging to initially break through all the noise fed to media outlets, media placements in prestigious publications, whether printed or online, will certainly help a company better reach its target markets.

media coverage

There are many ways to pitch a subject for media placement. Two particularly effective approaches are:

    1. Pitching contributed industry articles — Many niche magazines and newsletters are always on the lookout for well-written industry articles. Direct Objective can identify appropriate publications and prepare an industry article tailored to the requirements of the publisher while also indirectly promoting your product or service.

    2. Social media Distributing content through social media marketing channels enables you to reach a large targeted audience, therefore creating a buzz. When your message spreads like wildfire, the hype has a higher likelihood of reaching even more people.

Media coverage can seem glamorous and appealing, but there are editing risks involved. When you feed your news and topics to the press, you may find that some of the crucial information you submit appears out of context, upside down or having vanished completely. This may happen due to the way you submit your content or because your targeted media contacts have no interest in your topic. For these reasons, it is important to consider hiring a public relations expert/agency that would be able to develop relationships with the media on your behalf.

You must 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 a media placement with a current buzz topic, you make your story relevant and increase the probability of your content being picked up. Further to this, 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 a topic, it is advised 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.

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Let Direct Objective find the right “spin” for your story, develop public relations, and secure quality media coverage and industry articles for your company!

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