To Get Great News Coverage, You Must Humanize Your Story
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PR Tips you'll learn in The Sales Podcast...
- There's a new trend to getting published by paying Inc, Entrepreneur, etc., but it's the "black market" of PR and media
- Newspapers are cutting corners and cutting staff, so their former staff are now guns-for-hire since they know how to get you coverage, you can pay them to get published
- This is contributing to the fake news issue
- There is still room for quality stories
- If you can feed a story in every element to a reporter, you'll have a greater chance of getting published
- Call the reporter with a story, a client ready to be interviewed, and a B-roll
- Know when to pitch
- Look for trends
- Look for "victims" so you can humanize your story
- Give the reporter a "day in the life" story
- This gives you a contact with the reporter
- This is a perceived endorsement when you get covered in the media
- This can happen the same day
- If you're bi-lingual, look to UniVision and Telemundo
- Just keep "feeding the beast"
- Compliment reporters when you like their stories with "Feedback" in the headline
- I have a perspective
- I have a local client doing that
- Can we chat for 5 minutes to see how this angle might work for you?
- You don't have to be a "news veteran" to have them bring you into the study
- Take the time to develop a connection
- This is a similar process for radio
- Listen to talk shows
- Be neutral on hot topics if it will hurt your business
- Reporters are still easy to reach because they need hot tips and leads
- Call the main line and ask for the newsroom or the assignment editor/manager and say that you're calling about a news story
- "I was trying to reach Joe Smith, would you mind putting me through to his cell phone?"
- This type of coverage is evergreen
- Ask your media coaches about their success rate. Press Releases and email blasts don't cut it.
- Don't propose on the first date
- Go meet these reporters and put a face to a name
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