What It Is
Also known as pitching, media outreach includes developing content, a hook (unique angle on a story) and carefully crafted message points. Once those are thoughtfully outlined, we contact targeted reporters and bloggers with the idea and resources to tell the story on behalf of our clients.
Why We Do It
This is often the most powerful method for generating media coverage in today’s fast-paced news environment. Reporters – like just about everyone else – need content. By generating story ideas that are more than just news announcements in press releases, we form strong relationships with the media and position our clients as long-term resources.
How We Do It
We base our pitches on the individual news items we are trying to place in the media for our clients. They should be compelling and direct and be personalized for each reporter/producer. Emailed pitches are accompanied by a catchy subject line that will entice the media to open the email and read further.
We also search actively for potential media opportunities. One way we do this is by utilizing a free service called Help A Reporter Out (HARO), which serves as a vital social networking resource for sources, reporters and advertisers who use the service at www.helpareporter.com. Reporters will post about stories on which they are working, and ask for help with leads and experts willing to speak on certain topics.
Another interesting and quite effective means for securing media interest is called “newsjacking.” It’s basically the art of identifying something happening in the news and working your client into it. Newsjacking is important for a variety of reasons: 1) It gets clients out of their own mindsets. Instead of just focusing on why the company is great, it forces us to listen to what else is happening in the world; 2) Companies can become instantly relevant. Things are happening and being reported upon right now, and our clients become a part of that; 3) We are able to identify new reporters who might not already be on the existing media lists; 4) Our clients are positioned as experts and thought leaders who can comment on current trends and topics in the media.
Bottom Line
We are not the agency that sits back and waits for clients to give us news to announce in press releases. We take a proactive approach and use every creative and new tool at our disposal to generate media coverage for our clients.
If this approach sounds like something you’d like to put to work for your company, contact us.
