Journalists are bombarded with pitch emails every day. To earn coverage across important industry publications, you need creative ways to grab journalists’ attention. A mix of online and offline tactics is best. Here are four ways to bypass the traditional email pitch to earn more media coverage:
1) Use Social Media in New Ways
Don’t stop at following and interacting with reporters on Twitter. Consider LinkedIn’s highly-targeted PPC ads. You can choose to display your ads only to reporters whose profiles match a specific job title and industry.
2) Sign up for HARO
HARO (Help A Reporter Out) is a free service provided by Vocus that connects marketers with the press. HARO sends out hundreds of real-time media opportunities daily, directly from reporters who need a source for their articles.
3) Host an Industry Event
When you have exciting news like a product launch, host an event for journalists and bloggers. Putting faces to names and having in-person conversations will reinforce your online interactions with reporters. Give attendees a first look at the new product, or an opportunity to try it before the general release. Send out tailored invitations to each member of the press, with a custom hashtag in the invites to encourage social media buzz.
4) Make News Compatible
Think beyond the traditional text-based news story. Create news content that’s compatible with different platforms; for example, videos for YouTube and photos for Pinterest and Instagram. Visuals, videos and infographics make your brand stand out in a reporter’s social media feeds and add depth to your story.
In summary, remember that reporters contend with full inboxes every day, so it’s crucial that you get creative. Take the time to cultivate meaningful relationships with reporters in your industry, deliver memorable content and build a strong network of contacts.
There’s a faster way to media success: ditch the pitch and take the social media side door! Watch the free replay of Ian Greenleigh’s Social Media PR Hacking webinar to discover how!
