How to Get Media Coverage For Your Business
As a seasoned Public Relations specialist for over a decade, I have seen Executives sabotage themselves when they try to pitch the media. They routinely make the same mistakes that hurt their media relations efforts and can kill a story from ever seeing the light of day. But luckily for you, you can learn from their mistakes and from my industry insider PR knowledge to get more traction for your PR campaign.
Why is media coverage important?
Anyone can buy media coverage, but not anyone can earn media coverage. Media coverage is important because it builds trust with third party media outlet names that your consumers, clients, and patients know and trust. Consumers know the difference between paid media and earned media. They can tell when you have purchased ad space vs. when a media outlet organically mentions you as a trusted expert. When you do a quick Google search, are you more likely to trust the paid ads or the organic brand mentions? Media coverage will propel your business and medical practice forward. Earned media is infinitely more effective than paid media in building trust with key constituencies.
Securing press coverage for your business is a continual process. Pitching the media can take months before a journalist is interested in picking up your story or writing about your business.
DIY public relations guides teach business owners how to get their pitch picked up.
But that is only half of the equation!
Business owners are often caught off guard when the media replies to a pitch they sent out and is finally interested in writing about them.
If you don’t have the proper assets to give to the media when they are ready to interview you, you may be sabotaging your golden opportunity for earned media coverage.
In this article, you will learn:
- How to prepare for media interviews
- How to pitch the media & press
- 10 pitching mistakes to avoid
If you want to get media coverage for your business, you must take the time to create the foundations of your brand prior to pitching the media. The truth is, if you pitch the media without having these assets, you are just wasting your time. Even if a reporter loves your story, if you don’t have high-resolution photos or video clips of you previously on air, your pitching success will never make it beyond 50%. This article is about taking you to the PR finish line. You learn how to do PR the right way by understanding how to do it the wrong way. If you are serious about generating media coverage for your business or medical practice, avoid these PR mistakes and invest in the proper resources to propel your brand forward.
10 PR & Media Pitching Mistakes
Avoid these PR mistakes.
1. Not having high-resolution photos: It perplexes me how many entrepreneurs pitch the media and do not have a simple high-resolution photo or headshot. This is an absolute must if you are pitching a personal branding angle to a journalist or if you are trying to secure a column in a trade publication as a contributor. If you don’t have a high-res photo, you can delay the entire process. You also need to have branded lifestyle photography for feature articles or human interest stories. If you are pitching an entrepreneurial angle, an editor will want to see you in action, meeting with clients or doing what you say you do best. Newsrooms are severely understaffed, so don’t expect a reporter to send a photographer to your office for a photoshoot.
2. Wearing clothing that clashes on camera: If a producer wants to book you for a national television segment, they will want you in the studio within a few hours. Finding television friendly attire that looks good on camera can be time-consuming. Start looking for outfits well before you are ever booked for a TV segment. For men, this can be as simple as a nice suit. For women, bright-colored dresses with short sleeves or three-quarter sleeves work well. To avoid any on-camera surprises, make sure you have tried on the dress sitting down to see how long it will appear on screen.
3. Using an outdated executive bio: Do you have a recently updated executive bio that can accompany all of your outbound pitches to the media? If not, start working on this now. You should have a few different variations of your bio: one for trade publications, one for consumer pitching and a different version for bylines.
4. Missing contact information: This sounds simple, yet so many people skip this obvious step. They pitch the media and do not include an email address or a cell phone number to reach them on their website. Journalists don’t want to spend time submitting lengthy contact forms to reach you. Make your contact information visible in the footer of your site to increase your chances of visibility. If you are going to provide a phone number, make sure it is a direct line, and not a spammy 1-800 number.
5. Missing media collateral: If you are pitching a human interest story to the media, journalists will want to see some basic information. This makes their lives significantly easier so they can review these pertinent details working on the story. It may also spark new story angles they may not have thought of. Include FAQs about the “why” of your business. Try to answer all of the questions you think they may have so they can pull in relevant details from the Q&A or fact sheet. Always send this in Microsoft Word and avoid sending a PDF.
6. Including photos without image names: Journalists work on several different stories at a time and speak with different sources. If a journalist requests photos, make sure each photo has a file name instead of the regular “DSC2019.” Naming the image file will also give you an added SEO boost if they decide to run the images with the story. Think about the search terms you want to rank for when considering what to name each file.
7. Not having additional sources on file: If you are a doctor who is pitching a broadcast segment about a new health epidemic, make sure you have other sources lined up to support the claim. You sitting alone in a dark room discussing the story is not a complete segment. The media may want to speak with someone who was impacted by the epidemic, a professor on the epidemic and also have you provide your medical expertise on the story. They are also going to want b-roll footage as part of the package. Make sure you have all of this lined up before you pitch the media.
8. Using expired Dropbox links: Set up a Dropbox account before pitching the media. There is nothing more frustrating to a journalist than emailing a source numerous times and waiting to get the story assets they need, especially because of something like an expired Dropbox link.
9. Missing major newsworthy talking points: If you are pitching yourself as an expert, you must be frequently consuming the news. A journalist doesn’t want to hear that you have never heard of the story they are working on that is trending in your industry. If they call you for a quote about a story and you have no idea what they are talking about, they will seriously question your credibility. I set up Google alerts for my industry so that I am always well-versed to comment on breaking news.
10. Lacking knowledge of what the media likes: If you want to be quoted in the media as a subject matter expert and thought-leader, educate yourself on what journalists are looking for in expert sources. You can search on Twitter under the #PRFail hashtag to see what journalists hate. If a journalist asks your opinion, they aren’t looking for a one-line response. If you give them a one-liner, they are less likely to quote you. It is better to give more substantial content to a journalist that they can pull quotes from then to give less.
Not following these public relations tips could reduce the likelihood of being included in a story.
How do I get the media’s attention?
Start by following this list!
Media Pitching 101 Checklist:
- High-resolution headshots
- Lifestyle Photos (horizontal)
- TV-ready attire at the office (in case the media calls!)
- Updated executive bio
- Contact information is easily accessible
- Updated media collateral
- FAQ document in Word
- All photos are properly named
- Additional sources are ready to comment
- Dropbox links are active (not expired!)
- Google Alerts set up for your industry
How do you approach a journalist?
Give journalists what they want, how they want it, when they want it and in the preferred format they want it in.
How to get major media coverage for your business
Sick of sabotaging your chances at media coverage through failed DIY PR attempts that lead nowhere? Contact us today to start increasing exposure and visibility for your business.
Need help avoiding these media mistakes? Our full-service media relations agency can assist you.
Ruby Media Group can:
- Set up a photoshoot with the top personal branding photographers
- Media train doctors and corporate executives
- Set you up with a TV stylist to make sure you look your best on camera for national media interviews
- Write a polished new executive bio for you that gets the attention of producers, journalists and reporters
- Work with your website developer to create a press/media page to impress reporters
- Create pitches and newsworthy angles that will get the media’s attention
NY Media Relations Agency
Get more media attention with the publicity you need and deserve. Ruby Media Group is a leading New York based Media Relations Agency. Contact us today for a free consultation to learn more about our media and public relations services including media training, crisis communications consulting, creating a media coverage plan for your business or medical practice and monthly PR services.
Media Interview Preparation Resources
ABOUT THE AUTHOR
Kris Ruby has over 12 years of experience pitching the media. As a seasoned public relations specialist, Kris Ruby has secured thousands of media impressions and press placements for clients in national publications. Ruby Media Group is an award-winning NY Public Relations Firm and NYC Social Media Marketing Agency. The New York PR Firm specializes in healthcare marketing, healthcare PR and medical practice marketing. Ruby Media Group helps companies increase their exposure through leveraging social media and digital PR. RMG conducts a thorough deep dive into an organization’s brand identity, and then creates a digital footprint and comprehensive strategy to execute against. Specialties include content creation, strategic planning, social media management, and digital public relations. RMG helps clients shine in the digital space by extracting their strengths, developing story ideas, and crafting compelling news angles to ensure journalists go to their clients first as story sources and thought leaders. Ruby Media Group creates strategic, creative, measurable targeted campaigns to achieve your organization’s strategic business growth objectives.