You have monitored your PR’s impact with your metrics and found that you’re not reaching your goal of generating interest for your products or services. You might have had many attempts in pitching your company to your target media, but your emails remained unseen. Are there other ways to help you get coverage?
Here are five tips you can use to maximize your PR Outreach that will help you get coverage:
1. Identify relevant media contacts
Search for relevant media contacts like the top five reporters who regularly cover your niche or sector. You can use online tools like ProfNet, Source bottle, Respona, and Prowly to help you find media contacts.
In this stage, your target is to look for prospect advocates, influencers, and reporters that promote the same message your company has. Each reporter has their specialization or beats, and it’s important to find out which person matches your message perfectly.
2. Get to know your audience
It’s only logical to research your target media not only to build a relationship but also to understand their genre, interests, advocacies, different communication styles, and unique tones of conveying a message. It’s also crucial to understand their target audience.
Once you have a list of your prospect reporters, visit their social media profiles and look for their featured images, description or bio, and recent posts to see if they could be interested in covering your story.
3. Build relationships on social media
Relationship building is crucial in conducting press outreach. Your chances to get coverage by your target media lie in your relationship with them. One way to build your social network is to be active on social media.
Join relevant groups, follow official pages, and engage in discussions on trending topics. You can provide data, analysis, or something that is of value to people. This way, you become a source of information that people will go to when they need help. Public relations experts consider Twitter as the most valuable social media channel for PR.
4. Write the best pitch
The challenge with writing the best pitch lies in timing, brevity, and relevance. In writing your pitch, make sure that you give the information they needed at the right time.
Start with writing a standout subject line. Sixty-six percent of publishers agree that an email’s subject line is the most important factor for whether they open an email.
Make sure your subject line gives them the following:
- the idea that you’re providing them recent information about something they’re passionate about
- context of what the email is all about
- data that most of the audience can find useful
As to the length of your pitch, brevity is vital. The ideal length is between 100 and 200 words. More than half of writers and editors around the globe choose pitches like this.
There are different ways you can give value to them with your media outreach:
- Offer a commentary of a reliable person or an expert in your company (e.g., CEO, marketing head, other C-suite executives)
- Offer original and new research that’s related to published articles on your target media
- Offer original and exclusive content or story idea that’s compelling and newsworthy at the moment
- Provide media (e.g., photos, videos, mixed media) that they can use. Infographics and other data visualizations are as important as your words
Also, don’t be overly self-promotional as it can do you more harm than good. Your prospects are likely to turn down your pitches because of that.
5. Personal connection is key
It would be useless to pitch to someone who finds your news irrelevant to their beat. That’s how vital tip number two is. After identifying your prospects, tailor your email according to the specific needs of your media outreach campaign.
Make a personal connection by mentioning common denominators that you and the writer have. You can also mention the writer’s name twice in your message to prove that you’re not using an automated email. Using mass pitching gives a negative impression to the writers and editors that you’re only after the benefits, and not to build relationships with them.
The process and channels used for the effectiveness of PR outreach have changed over time. Even if social media has already stolen the spotlight of press outreach, nothing beats building relationships in introducing your business and increasing your brand awareness. Make use of the tools and tips to write pitches that are short, relevant, and are straight to the point to help you get coverage for your message.