As the one-time Fashion and Lifestyle Editor of the Birmingham Post I received six “thank you” bouquets in one week. I write this not to boast about my literary expertise but to share the story behind all those fabulous floral tributes.
They were sent to me from business owners, small, large or just by individuals that I had written about and featured on my pages.
The articles written had generated such an unprecedented upswing in business the featured individuals wanted to thank me and show me their gratitude for the increase in custom and, in some cases, the follow-on interest which lead to TV and radio coverage, getting yourself or your business featured in the press is a guaranteed way of not only getting more sales but of raising your profile, creating a competitive edge, gaining credibility and establishing you as an expert; if not the expert. Why not become a household name?
Journalists need good stories and news. It’s what fills their pages and makes their life easier for them. Could you or your business be the Next Big Thing the media need to know about? Does the world need to know what you have to offer?
The route to developing a media profile is not a complex one but one that needs some honing and consideration before you embark on the journey. Just like anything concerned with business building the results won’t happen overnight but with persistence and tenacity you will eventually get a return on the time and investment you put in.
Here are five starter points to help you set your compass to magnetize the media and considerably expand your business and personal potential.
• Be clear about your intention – Ask yourself what you would like press coverage to give you. Is it to inform, educate, establish or introduce yourself or your products or services? What do you want people to know about what you do? What is your offer and why would people want to read about you? Would you like to establish yourself as an expert in your field?
• Placing your story – where and what publication would your “story” fit into? Is it ideal for the business or lifestyle pages of your daily paper? Would it be best placed in the weekend supplements, the woman’s pages or new gadgets features? Don’t rule out specialist publications and periodicals; there are thousands out there, which could give you concentrated exposure to a specific target market. Finding a suitable publication in which to place you story is essential.
• Do your research – each day the nationals has different themed pages – careers, health, business, beauty, women, books etc – start to find out who edits the pages you want your story to appear in. The glossies work approximately 3 months ahead to plan seasonally and again check the themed pages and research who is responsible for editing them and directly contact them by email or telephone. This way you can start to compile a data base of contacts as you go.
• Have a compelling story – finding a story that the journalist will be interested in is the key. What sets you apart from others in your profession? Do you have case studies or clients willing to testify to your services? Identify your USP and don’t hold back in selling it. You need to explore your offer and give it a commercial twist. For example if you are a financial consultant could it be that you help people save money, become money magnets or know how to make passive incomes? Shout it loud and proud think – what would make my story interesting to others? Are you noticing current trends that you think the press would be interested in? E.g. you’ve seen a 50% upswing in your clients booking upmarket camping holidays.
• Look for hooks - Using current affairs or the latest news stories as a hook is also a useful way of developing an angle. For example money-saving tips in the current economy go down well; recycling, green issues and even the seasons can all provide a relevant peg.
Be creative and helpful. Don’t make the journalist have to think how they are going to use you – show them. Develop top tips, offer free samples or invite the reporter to personally try your services. Remember too that one press release sent out randomly may not bring the results you desire. But with persistence and ingenuity you will eventually see that harnessing the power of the press can really work for you and your business.
Carole Ann Rice is co--author of Find Your Dream Job (Marshall Cavendish £12.99) and is a life and leadership coach. Why not book a 30 minute free session with her now?
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