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.
There are many ways to pitch a subject for media placement. Two particularly effective approaches are:
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.
"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 (Now at Certi-Trust)