As much as blogging, Twitter, Facebook, Pinterest and YouTube consume much of the attention of progressive marketers and SMEs of late, let’s not forget the ‘traditional’ things that still work effectively … when done right. I’m talking specifically about media publicity, or if you’re in it for the long haul, media relations.
What’s the difference, you ask? Publicity is when you’re in it for a short-burst of editorial coverage; media relations is about building strategic relationships with targeted journalists, editors, and broadcast producers with a view to generating sustained editorial exposure over the longer term.
Invite them to events, initiate meet-and-greets, and educate them on your industry—all without the expectation of anything in return. That will come.
However, if your play is a quick hit of publicity, your pitch needs to be different—more hard-hitting, relevant, and direct. Maybe more stunt-like? You will need to ensure the news hook is stronger than anything else being pitched that day if you’re going to cut through and get noticed.
Here are five tips for effectively pitching your story to the media: