By: Krista Conlin Robinson, President / Founder
Announcing a new business, sharing the news of a big idea and gaining exposure for a brand are all tasks public relations firms handle every day. As publicists, we know the importance of getting featured by the media. Shoot, highlighting clients is what we ‘sell’ every day. The benefits of media coverage in a high-profile news article or local outlets - print or online - can be a massive benefit for a brand.
A few of the benefits in gaining media exposure include:
Brand visibility and reputation– Increasing range of visibility and positioning as a “thought leader” within one’s industry
Partner Interest– Attracting likeminded interested parties, vendors and investors for future collaboration potential
User Acquisition– Attracting more followers, customers and people to your services, website and social media accounts
Recruitment – Businesses depend on successful teams, and positive media exposure may help you attract talent to your business
If you don’t have the budget to hire a public relations firm, then use the following tactics to exposure for your business:
1. Submit a press release.
Press releases are still the fastest (and sometimes easiest) way to get the media’s attention. First, you must identify a newsworthy event or message pertaining to your brand. What makes what you are doing interesting? If you are a startup then talk about the launch; otherwise, address major milestones or a big event coming up for your company. In addition to gaining exposure, press releases can have a positive impact on your brand search results, thus helping with online reputation management.
2. Reach out to specific journalists.
Target individual journalist that write on topics similar to your business. This relationship can be good for more in-depth pieces, features, and developing relationships for ongoing company announcements.
3. Get involved locally.
Keep an eye out for local events that will attract the media and get your company involved. For example, volunteer in charity events, sponsor community events or sign up to speak at an industry event or convention. You could even host your own local events to generate even more focus for your brand.
4. News-jack existing hot topics.
So what is “newsjacking”? This is when you take advantage of the popularity of a previously existing story for your own benefit. This type of move allows you to provide expert opinion pieces and to jump on the bandwagon of interesting and highly engaged topics.
5. Stand out with a strong social media campaign