I know, I know I have a tendency to be hard on journalists at times – in fact I maintain that these days a lot of bloggers put more research and fact checking into their publications than many paid journalists.
However, media exposure can be very helpful for putting your business in the spotlight.
Media exposure. Just the thought of putting your business out there in the media scares some businesses owners away. Many businesses are unsure if there is any value in it. Is it worth the time and all the effort they have to put into getting media exposure?
According to Shannon Cherry, marketing and PR specialist at shannoncherry.com, “Any business that has received that coveted media exposure will tell you it was well worth the efforts.” (Source: http://blog.shannoncherry.com)
Your credibility is everything in the world of business. It’s the factor people use when determining if they can count on you, if they want to do business with you and what they can expect from your business. Media exposure can help build your credibility.
In fact, media exposure can be one of the best and quickest ways to boost and showcase your credibility and authority. For instance, if you are an author, PR exposure is one of the best ways to promote your book. When your book is mentioned or featured in some form of media such as print publications or radio, people will pay attention. They will seek out your book and buy it. In addition, other media places will take notice and offer to do a piece on your book too.
Media exposure can be the key to success.
The credibility boost you get from media exposure can help to:
- Establish your business as an expert in your niche space.
- Bring consistent messages to multiple audiences.
- Can get you third party endorsements over and over.
- Can increase traffic and new customers.
Executing a successful media relations program into your marketing plan requires an understanding of the process and the many ways you can get media coverage. You need to understand the different audiences that the different media sources cater too. You’ll also need to know your own brand and what you can offer the media in return for their coverage.
In this report, you’ll discover ways to showcase your credibility, lots of ideas on the variety of ways to get media exposure and what the media wants from you.
Ways to get media exposure
Media exposure used to be sending out a press release or being featured in a print publication, radio or television. No longer is your business limited to these three types of press coverage.
With a little imagination and thinking outside the box you can get media exposure in a variety of ways, most of which are free.
- Get your service or website reviewed. You can get this done on LinkedIn.com. Many professionals network on this site, meet new clients and obtain new customers and connections here. It’s one of the best places with a new service or product they want reviewed to begin.
Your credibility will get a big increase from having other like-minded professionals review your site, product or services.
- Appear in podcasts or radio shows. Sign up for RadioGuestList.com. This site sends out daily emails of shows looking for guests.
- Create a Press release to send out to journalist in your niche. Or use PRWeb.com or some other press release site to send out mass emails of your press release.
- Approach other bloggers to cover your business. Let them know what’s new and happening in your business. Ask them to promote you in exchange for your doing the same for them.
- Offer to write a guest post on popular and influential blogs. Most bloggers will allow you to include a resource or about you blurb at the end of your article.
- Create a media page on your website. A media page demonstrates you’re an authority in your field. Include on your page the following elements:
- One or more professional photos of yourself.
- A list of subjects and topics you are able to discuss. (I.E. John Smith is available as a source for interviews on book publishing and internet marketing.)
- Both short and long bios the media pros can use. Include quick facts that would interest a reporter.
- Make it easy to reach you by including your contact information, which includes a cell phone number and an email address.
- Also add any past media coverage including a list of the outlets. You can always add these in later if you don’t have any yet.
Also on your website, be sure to create a media logo file of where you have appeared. Promote past appearance on your home page or sidebar or your website. Media pros like to work with experienced sources.
- Use HARO to get press in news sites and blogs. Founded in 2008 by serial entrepreneur Peter Shankman, HARO stands for Help A Reporter Out. It sends out daily emails of journalists who are looking for help on stories. It connects around 30,000 reporters and bloggers, over 100,000 news sources and thousands of entrepreneurs. Regardless of your business size or scope, HARO is a great resource for getting mentions in the press that you might not be able to get otherwise.
Sign up for the service and indicate your field of expertise. You’ll begin receiving emails three times a day with queries specific to your chosen categories. From there you can begin sending out responses. Be a resource to reporters by focusing on being exceptionally helpful to what the reporter needs.
- Social Media is one of the fastest ways to get media coverage. Social Media channels should be proactive tools in your marketing. When you closely communicate with your current clients and customers through social media, you become a trusted source of information to them. In turn, they share their experience with their circles who in turn share with their circles creating an ever –increasing number of people who see you as an authority in your niche.
- Use Twitter to search for reporters, producers, and freelancers who report on your industry. One site that lists regional and national reporters on Twitter is Muck Rack. Follow them. They may even follow you back. Be sure to share compelling content on all the social media channels including Twitter.
- Make sure to blog often. The more you blog the more you show up in Google searches. Reporters, writers and producers will Google to find sources. Show your authority in your field by writing about topics in your industry and those with current news.
- Get media coverage in your own backyard by going local. Local newspapers, journals, magazines and news programs are continually looking for stories and sources. Local sources are always best for them. Pitch relevant ideas to your local media channels. Local stories can often lead national coverage through syndication.
- Write for a major blog. Your posts will be read by a larger audience and reporters pay attention to these blogs as well.
- Write a niche book for Kindle or self-publishing. Amazon is a place where reporters look for sources to interview. They know that authors are authorities in their subject. Stand out by writing a book on a specific niche topic in your industry. Being an author makes you a credible source and an instant expert.
- Do good deeds. You can endear your business to both media and the public by doing something good for others and charity. It can be anything from a donation to a charity to sponsoring a local organization.
- Talk to journalists. This sounds obvious but can often be overlooked. Get on the phone with journalists who have received your press release. Go back to those who seemed interested but didn’t want to interview you at the time. Give them good stories and build your relationship. Soon these same reporters will be contacting you for comments and interviews.
- Leave relevant comments. Read current news stories online and if you have something to add to it, leave a comment for the journalist.
- Visit city council meetings in your town. Connect with reporters and other business leaders who can spread the word about your business news.
- Host an event and invite the local media. For example, host a two day event for crafters and invite the media to cover the classes or up and coming crafters.
- Pair up with other business owners who are getting media coverage. When multiple businesses combine their efforts to do something nice for the community, sponsor an event, give something away for free or even sell a packaged product, everyone works less.
With a little imagination, getting media coverage for your business can be easy. You will get better results in media coverage by building relationships, providing relevant and timely information and being available when the reporter does call.