Tagged: public relations

How to Maximize National Media Exposure

social media agency expert kris ruby fox news

 

Score! You just landed a hit on a national TV show. But now you may be wondering, how do I maximize the appearance? The truth is, the most important part of the hit isn’t the actual hit. It is what you DO with the hit before, during, and after. To make the most of it, you have to ramp up your social media efforts and make sure you are creating engaging content.

Don’t wait until after the interview is over to start promoting it and getting your followers involved.

Live tweet: Start by encouraging fans to live tweet with you before, during and after the show. For example, one tweet might be, “Have any questions for @yourname on @Nameofshow? Tweet them to us before #nameofshow at 8 pm.” According to ExpandedRamblings.com, 47% of people who follow a brand on Twitter are more likely to visit that company’s website, so it’s important to be active.

Use your audience to promote: Simply ask your Twitter followers or newsletter subscribers to help promote the appearance. Fans love to help their favorite thought leader gain more notoriety.

Integrate social media: Be sure to tag and hashtag the media outlet and handles of any interviewers in all tweets mentioning the show. This will show the outlet that you are socially engaged and are interested in moving eyeballs to their network.

Search hashtags: If you really want to see what everyone is saying about you on Twitter, search “all tweets” and search for the hashtag of the show, mentions to the show, mentions with your handle, and any relevant content. Sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle. Remember, that sometimes people will post their thoughts on the segment with the handle of the show directly without mentioning your handle.  If you are a frequent On-Air Commentator, you may want to purchase a monitoring app, such as Mention, which will aggregate all of the social mentions for you.

Share behind-the-scenes moments: Fans want to see more than what they just see on television, so while you are in the green room, tweet a photo or post one on Instagram. If there are other guests in the room, take photos and share them on your social media or create a Vine. Be sure to tag the people in the photo!

Increase viewer engagement: Until it’s time for your appearance, host a live Twitter chat, answering behind the-scenes questions. This builds an ongoing relationship with your audience.

Ask questions: Questions require answers and that leads to interaction. For example, after the show you can tweet, “What did you think of the segment?” “Did I wear the right dress?”

Stay positive: Social media builds relationships with your audience, but one negative post can ruin it all. Stay positive and be aware of what you are posting. If something does go wrong, learn how to take a digital detox. For example, if you post something questionable – a photo or a tweet – that offends a core part of your audience, remove it. Stay away from social media for a while.

Close the door on drama: Tweeting includes responding, but getting involved with someone else’s drama can be a big mistake. Know when to stop.

Pull in a team: If you will be wearing a special brand, tweet to the brand before the appearance and let them know. Most likely, they will retweet you. This increases the likelihood of them putting out their own tweet or post promoting it that you could then retweet. Ex. “Love the outfit @InfluencerX is wearing on the segment? Get it here.”

Once the appearance is over, continue tweeting links and clips, posting photos on Instagram and Facebook or promoting a Vine from the green room. Post the appearance on your blog.  Do as much as you can to maximize the appearance and engage with your audience to publicize it even more.


How to Maximize Press Coverage on Social Media

westchester pr firm social media agency rmg

 

If you have a massive blitz of publicity for your medical practice and do nothing with the press coverage, you are setting your money on fire. Half of publicity is getting the press mention. The other half, and more important half, is what you do with it to build your brand.

How do you leverage media coverage?

Congratulations, you were interviewed in Dr. Oz Magazine or your business was featured on the homepage of Yahoo and the article has now gone viral. You’ve secured a huge press mention, but instead of just popping the bubbly and celebrating, get on active on social media ASAP and maximize the free earned media buzz!

Wondering how you can get more added value from your media coverage and press mentions?

In addition to tweeting out the press mention on social media, here are a PR Pros top tips to make sure that you lengthen your moment in the media spotlight.

How to Leverage Publicity

The definitive list on what to do after you get media coverage

Share the article link: Let your customers, patients and followers know about the press coverage. Share the press link on your company’s social media networks and with clients that may benefit from the content shared in the article. If you have an email newsletter, be sure to include the link to the press mention. However, put more than just the link. Instead, you should also give your readers something they can use from the article such as a valuable piece of information they can use to enhance their day. For example, you could write, “Here is the best tip that John Smith gave to Oprah to make your holidays happy,” rather than, “I was quoted in Oprah!”

Thank the writer: Include both the writer of the article and the media outlet’s Twitter handles in a tweet and thank them for the coverage. For example, tweet “Thanks @writer and @magazine for the great mentioned of my practice today @linktoarticle” and post something similar on your Facebook page.

Clip the press mention and add it to your web site. Whether it’s a one-line quote or an entire feature article, keep a record of all press coverage secured to date on your medical practice. Clip the article, add it to the press list and include all relevant details.  You should also post the clip on your company’s website. If you do not already have a special press section on your website, add one immediately. A press section of your site will build a platform for you in the media and can lead to additional press opportunities with journalists and products. Journalists and producers like to use medical experts who are trustworthy and have previous experience working with the media. Your press section shows that you are reliable and provide great quotes.

Quote it:  Pull out the best quotes written about your company or medical practice and include them in your media kit. For example, you could include Dr. Oz Magazine calls ABC medical practice the ‘best new thing since sliced bread.’ A quote like this should be prominently displayed on your website and in your media kit.

Leverage the publicity for other PR pitches: When you send out press releases on your medical practice to the media, be sure to include “Ann Smith was featured in Dr. Oz Magazine” at the top of the release or pitch. Sure, being interviewed in your hometown newspaper or your college alumni magazine means something to you, but when it comes to impressions, a national press mention will make a huge splash.

Display the press coverage on a plaque: Imagine walking into your office every day and seeing the Dr. Oz Magazine article up on the wall. You will smile and keep working harder every time you see it. Plus, it will inspire and build trust with your patients and increase retention rates with your current patient base. There are companies that turn articles into plaques that you can prominently display on your wall. Also, be sure to send the article to other media outlets that may want to do a follow-up story.

Checklist to maximize press coverage

To recap, here are 10 actionable ways to amplify your earned media coverage:

  1. Email the link to your network and sales team.
  2. Thank the journalist, reporter or producer for including you.
  3. Add the press mention to your web site.
  4. Add the logo to the “As Seen On” logo reel of your site.
  5. Add the article link in your email signature.
  6. Order a plaque of the press mention and display it in your office.
  7. Share the link on your personal and corporate social media pages.
  8. Post a teaser of the press in your Instagram or Facebook story.
  9. Send the press mention to other journalists who may need you as a source on the topic for future articles.
  10. Keep a running list of all press mentions to have available if a reporter asks to see other places you have been quoted.

Extend the shelf life and value of your PR mentions by following the above tips!

Remember, if you get PR and no one knows about it, PR is virtually useless. PR is not just about getting the mention. It is about what you do with the mention to propel your brand forward that matters most!

Any skilled publicist can get you media mentions. What separates a PR strategist from a regular publicist is their ability to put all of the press together to build a personal brand for your practice that makes you the go-to expert in your field. Building a brand requires serious vision. It is just not about getting press mentions. If you are ready to take your brand to the next level, we should talk. We do more than just get media. We build brands that are household names.

How can I improve my media coverage?

The number one way to improve your media coverage is to not rest on your media laurels! No one wants to quote a doctor who hasn’t been quoted by anyone else in the past decade!

The unfortunate reality of media relations is that you are judged by the last press mention you scored.  So, if your last press mention in the national media was five years ago, the media will seriously question your credibility. It is not a good PR look for your brand to be stale. Earned media ten years is not the same as relevant media secured this year.

The media wants to see that you have kept current with industry trends in the field of healthcare. Press from five years ago won’t carry you to be a credible source to get more press this year.

Press must build on other press mentions, which is why it is so imperative to have a media relations specialist who can pitch you to the media on a frequent basis.

If you are still using press from five years ago to promote yourself, your brand is outdated. Don’t worry, we can help!

Are you getting the most mileage out of your PR wins?

As a healthcare PR firm for doctors, we are always on the lookout for new ways to attract the media’s attention. Contact us today for a free 15-minute consultation to start driving more press traction to your practice.

Like this post and follow me to read more posts like this one.

For more information, follow me on Twitter: @sparklingruby 

© Ruby Media Group, Inc. All Rights Reserved. Date last updated 2019


Six Steps To Get Booked On National Television

kris ruby fox news

Everyone wants to be on TV, but not everyone knows how to position themselves as an expert in order to get booked on TV. Whether you are working with an agency, a publicist, a TV booker or directly with a producer, here are the top things you need to do to maximize your chances of frequent on-air success:

  1. Brand yourself in a specific category. Producers are looking for subject matter experts to comment on breaking news stories, recent studies or trends. They want to work with specific experts as sources who can speak to highly technical content in a specific vertical. Brand yourself as the go-to expert in a niche category.
  2. Stay on top of industry news. Set up Google Alerts on the top keywords associated with your industry. Read the news daily to stay on top of industry trends.
  3. Personalize the news with your unique view. After you have identified a breaking news story you could comment on, write out your hit points on the topic. What is your unique opinion or slant as a subject matter expert on the story? What are the top three points you would want to get across on air if you had the chance to share your view on the story?
  4. Create a custom media list. Identify the producers who are covering your beat. Once you have identified them through Cision, Vocus or even Twitter, create a customized media list in Excel with their contact information. Only target producers who actually cover the type of news you want to speak about.
  5. Watch the shows you pitch. Do your research before pitching. You can be more effective getting booked on TV by watching the shows you pitch by looking for trends and the types of guests that are booked.
  6. Repeat the cycle. Continue to repeat the process as new stories come out in your field. Be persistent. Sometimes, your hit points could be great for a segment but the producer wants to go in a different direction. Other times the producer may love your points but already has someone else booked. If you want to make a name for yourself in the news, you have to be part of the news cycle.

As long as you continue to craft targeted, timely pitches to the right people — and stay on top of the news cycle — you too can start building your brand with TV appearances.

* This article originally appeared in FORBES

©2016 Ruby Media Group, Inc. All Rights Reserved.


Check it Off! The Importance of Goal Setting in your Public Relations Campaign

PR Goal Setting

When you wrote your business plan, you probably set a variety of goals.

But did you set remember to set goals for your public relations campaign?

Writing a successful healthcare public relations plan starts with outlining your PR goals and objectives.

In this article, we will outline what PR goal setting is and share an example of a public relations plan tied to SMART goals.

PR GOAL SETTING 101

In Public Relations, SMART goals keep you focused and motivated to achieve an end goal and desired outcome.

What is a PR goal?

A PR goal is the desired outcome you hope to achieve from distributing key messages about your brand to the media. PR Goals typically include desired results in different forms of traditional and digital media including placement in print publications, digital outlets, podcasts or interviews with the press on national TV.

Staples recently released the results of their small business survey, which showed that the leaders they surveyed were focused on getting results and setting goals. Those goals included increasing revenue, driving profits and gaining more customers. To achieve those goals, 46% of those surveyed said wanted to use promotional marketing techniques to meet their goals.

How to Write PR Goals

Before you can write your PR goals, you first need to spend some time understanding what they are.

How do you set PR goals?

What are the PR goals that you have always wanted to achieve?

  • Do you want to be on the cover of Time Magazine?
  • Do you dream of being a guest on The Doctors?
  • Do you want your practice to be mentioned on Dr. Oz? 

Write down what you want to accomplish in your healthcare public relations campaign.

For example, the goal of your healthcare PR strategy could be to increase your media exposure in the top 10 medical trade publications in dermatology over the next 12 months.

PR Pro tip: Getting featured in healthcare trade publications is a huge win for medical doctors and healthcare professionals if you are looking to build your brand as a doctor! You will often get way more ink in trade outlets than you will in consumer facing outlets.

If you aren’t able to hire a healthcare PR firm, you can also Google Industry name + trade outlets to find relevant trade publications in your industry. For example, Google “plastic surgery trade outlets” or “plastic surgery podcasts” to see what comes up on Page 1 of Google.

Now, it’s time to break down those PR goals even further into PR tactics.

PR Tactics

After defining your business goals, outline your PR campaign tactics to achieve those goals.

Then, break down your press coverage goals into tactical steps such as:

PR PLAN TEMPLATE EXAMPLE:  

PR Goals

  • Market and promote new medical practice
  • Increase exposure/ get my name out there so people know my new practice is open
  • Secure local press and influencer reviews
  • Generate PR worthy ideas to build buzz of new practice

PR Tactics

  • Soft opening
  • Craft press release
  • Pitch media to attend

Target Audience

  • Target commuter audience in Scarsdale, NY

 SMART Objectives for PR Campaigns

Your public relations campaign should have clearly defined goals attached to expected business results. Executing a PR campaign can be overwhelming, but breaking it up into smaller tactics makes it more manageable. Most importantly, these PR goals should be SMART.

What does SMART stand for in PR?

  • Specific.
  • Measurable.
  • Action-oriented.
  • Realistic.
  • Time specific.

How to create SMART objectives for PR campaigns

For example, in one year, you may want to double your profits, open a second location or triple your client or patient list. To achieve these SMART PR goals for your business or medical practice, you need to reverse engineer a PR strategy that will help you achieve each of these areas of business growth.

If you want to open a second location or increase clients, earned media can help to achieve these goals. Contact us today to learn how we can get you major press, fast!

PR Pro Tip: Your Business Goals Must Tie Into Your PR Goals

Public Relations SMART Campaign Planning Example

Let’s say that you are a doctor and your healthcare PR goal is to double the size of your practice and appear on the cover of your local newspaper for a new procedure.

Your SMART public relations goals for this month could include the following PR ideas:

  1. Create a Contest: Give away a healthcare makeover to a community member. Entrants will submit essays telling their stories and what they would do if they achieved optimal health.
  2. Contact the Media: The media loves feel-good stories. Write a press release and announce your contest. Offer the media a chance to follow the winner from before to the ‘after’.
  3. Organize a Big Reveal: Create an event to announce the winner and invite the media to attend. Create another event for the big reveal.
  4. Network: Attend a local Chamber event each month where you offer to speak, provide tips, or be a guest on a local radio show.
  5. Tweet, Instagram or Facebook: Get active on social media and let people know about your practice. Give out tips, share links to healthcare advice and post before and after pictures of the makeover contest winner (with consent of course). If you can’t do all of this yourself, your goal this month should be to hire a healthcare social media consultant who can.

Setting Measurable Public Relations Objectives

If you’ve accomplished your PR campaign goals to increase earned media exposure for your medical practice, the community should begin to chatter about the contest and entries should come pouring in. The media will hopefully contact you for an article and you may even land a feature interview in the local newspaper. Finally, after seeing the transformation in the winner, potential patients will call to book a consultation with you- showing a direct lead conversion. Make sure that your monthly efforts continue to push you towards accomplishing your PR goals.

Goals & Objectives in PR Campaigns Key Takeaways:

  • Setting goals is vital to achieving success in business and in PR.
  • What can’t be measured, can’t be managed!

PUBLIC RELATIONS CONSULTING

If you have set measurable public relations objectives and you still aren’t seeing results from your campaign execution, it may be time to call a PR firm for a PR strategy audit. Contact us today for a strategy consultation to realign your PR campaign and get it moving in the right direction for maximum results!


Pitch Perfect: Pitching the Media

How to get Media Coverage: Media Pitching Tips from a PR Pro!

How can you craft the perfect pitch to a reporter? The truth is, pitching the media is an art and a craft. It isn’t as simple as doing just one or two things perfectly. You have to meet a set number of criteria that depend on several different variables at any given time. In this Media Pitching guide, we break down what you need to know to increase the likelihood of your pitch getting picked up by top TV producers, reporters and journalists at your favorite publications, newspapers and magazines!

How do I get the media’s attention?

pitching the media

Think like a reporter. Journalists write about stories that will be helpful to their readers. Producers create segments that are interesting to their viewers. Podcasters create content that is of interest to their listeners. If you want to be covered by any of these media outlets, the key is to think about what is most interesting to their audience.  Develop pitch angles from a journalists perspective, not from your own. It’s not about what is interesting to you, it is about what is interesting to them and their audience.

Solve Problems.  Reporters are always interested in uncovering new solutions to current problems that their readers may be facing. For example, maybe you have a unique take on vaping that hasn’t been covered. Propose a solution instead of saying what the problem is. Anyone can share the problem. Your unique perspective as a practitioner and expert source is what is of interest to a reporter. Journalists want to write about topics that will help their readers. Your pitch should be a solution, instead of a way to brag about your company.

Time your pitch with the news cycle.  Be able to answer the question: Why should a reporter write about this today? For example, if you are pitching a story about boating safety, it is unlikely that a reporter will be interested in covering this in the middle of a hurricane warning. Use common sense!

PR Tips & Tricks:

How do you pitch to the press?

The #1 way to pitch the press is by answering the 4 W’s first! So, what are the 4 w’s?

Before pitching a story idea, always be sure to address the following:

  • Why this?
  • Why now?
  • Why should they care?
  • Why should this be covered in the media?

How do you effectively pitch the media?

Making connections with broadcast and print media is vital to the success of your public relations campaign, but as the old saying goes, “You only have one chance to make a first impression.” Just because you think you have a great pitch idea doesn’t mean you’re ready to start pitching the media. Before you hit send, here are several steps to ensure that you maximize your chances at scoring national earned media coverage.

HOW TO PITCH THE MEDIA

How do you write a publicity pitch? Follow these tips to learn how to write a PR pitch to editors.

10 tips to maximize your chance of scoring top-tier press coverage.

Write the story you want told. Create a package that journalists can pull directly from complete with high-resolution photos, a bio and a fact sheet.  Reporters want you to write the outline of the story for them so they can pitch it to their editor to see if it would be a good fit. Of course they will rewrite everything you are sending and further flesh out the details, but it helps if you can paint the picture for them of the story you want told.  Use numbers and statistics to strengthen credibility. Most importantly, always provide accurate, factual information. Don’t get blacklisted for providing inaccurate information to a reporter.

PR Tip: Be disruptive. Is your business disrupting the status quo in a specific industry? If so, point that out and show how! 

Pitch the right editor. It sounds simple, but editors and producers move around frequently, and you could be pitching an editor who moved on to another publication six months ago. Take a few minutes to research the newspaper or TV station to make sure that the journalist is still on staff and that you have the right spelling of their name. For example, you’re about to pitch a media outlet a great segment idea about your newest product, but the contact name on your media list is actually the name of the entertainment editor. Make sure that you have the right person for your pitch and their correct email address. Also, don’t assume that the entertainment editor will send the pitch to the correct editor for you.

PR Tip: Sending a blanket pitch to everyone on staff is always a bad idea. Make sure your pitch is targeted to the right editor. 

Watch and read the news. Are you pitching The View? Make sure you’ve watched a few episodes. Are you pitching The New York Times travel editor? Read the section before pitching. Refer back to previous articles the journalist has written to make sure your pitch is focused on what they currently cover. Oddly enough, most people who pitch the media make the mistake of never researching them first. Consume the media like it is your full time job. Study the publications that competitors are mentioned in and contact those media outlets first. Your story must have “breaking news” value to it. Evergreen content is great for your web site, but not so great if you are pitching the media.

PR Tip: Watch the news. Read the publications that you want to get coverage in.

Time your pitch. Confine your pitching to the media on the days your pitch is most likely to be opened. The best days for pitching journalists are Tuesday, Wednesday or Thursday. Emails sent on Friday will get pushed down by all the other emails coming in on the weekend.

PR Tip: A recent study showed that most journalists prefer to receive pitches in the morning vs. in the evening.

Include a news peg: Make sure that you actually have a newsworthy pitch. Sending an email to a producer asking if they want to do a story about your company with no compelling news peg will land your pitch in their trash folder. Your pitch should include a specific idea and everything the producer will need, including quotes, photos, background information, etc.

PR Tip: Craft an electronic press kit (EPK) well before you pitch the media so that if an editor or producer reaches out, you can easily send it!

Don’t oversell: When pitching the media, leave out the jargon and, whatever you do, do not tell a journalist that you’re the first company to ever do so-and-so unless you can back it up. Also avoid using industry jargon including popular phrases like cutting edge, breakthrough, top, leading, and any over words that will immediately be cut.

PR Tip: Fact check your own fluff and hype!

Write a great headline: Editors won’t click on emails unless the subject line interests them, so make sure you create a compelling one. Oprah Winfrey reportedly received 15,000 emails a day from people pitching various products and ideas. Make sure your story idea stands out.

PR Tip: Ask yourself, “How can I make sure my pitch is read when someone is receiving 15k emails daily?”

Don’t pitch through social media. Facebook and Twitter are great tools to promote earned media coverage, but they shouldn’t be used to pitch editors. Mikal Belicove of Forbes says that pitching him through Twitter isn’t “cool.” Instead, he says in this article, pitch him privately.

PR Tip: Pitch through e-mail instead of via direct messaging on Twitter.

Give Ample Lead time: A Mother’s Day story idea shouldn’t be pitched the week before the big day if you are pitching a traditional publication. Newspapers need a few weeks of lead time while magazines work even further ahead. However, if you are pitching a broadcast outlet, the segment may be put together the day of with only a few hours’ notice from start to finish. Plan your pitch calendar accordingly.

PR Tip: Learn when newspaper deadlines are. Don’t pitch a story an hour before a reporters deadline. Insider tip- Request an editorial calendar through the advertising department to get a look at what stories will be covered for the year ahead.

Do not call reporters. In the past, public relations professionals were encouraged to follow up with a phone call to the media see if their pitch garnered any interest from reporters. However, today, thanks to technology, editors are so bombarded with calls and emails that the protocol has changed. It’s okay to send one follow-up email, but if you don’t hear from the journalist after that, assume they aren’t interested.  The majority of reporters would prefer to be pitched through email. If they want to move forward, they will either email you or call you back to flesh out booking details.

PR Tip: Pick up the phone to pitch reporters after they have expressed interest in your pitch, not before!

What should a media pitch include?

  • Read the last few months of content the reporter has written (search on Muckrack).
  • Check out the reporters Twitter to see what they are currently covering and tweeting about.
  • Understand what the reporter covers, how they cover it and the format they cover it in. For example, don’t pitch a profile piece if they typically write round-up articles.
  • Craft a pitch that mentions their previous work and what your idea is.
  • Tell them why they should cover this idea and how it ties into what they currently write about.
  • Answer the 4 W’s mentioned above.
  • Explain why your pitch is perfect for the publication and why they have to cover it now.
  • Is your pitch time sensitive? Does it to into a breaking news story? Is this an exclusive? Let the media know!
nyc media relations

 

HOW TO GET FREE PR FOR YOUR BUSINESS

Get more media exposure and backlinks using this free PR growth hack

Our guide on how to pitch the media would not be complete if we left out HARO! Keep reading to learn how to pitch reporters using a free service called HARO.

How can I get free publicity for my business?

If you choose not to hire a PR firm, one of the best ways to get free PR for your business is through utilizing HARO.

What is Help A Reporter Out (HARO)?

HARO is a free publicity tool that connects sources with journalists who are working on stories looking for experts to quote.

HARO is ideal for:

  • Brand building
  • Increasing earned media coverage & awareness
  • Link building
  • Forging new relationships with journalists

 How do you use HARO effectively?

Yes, HARO does enable business owners to essentially act as their own PR firm, but that is really an over simplification of what PR agencies do. There are many intricacies that go into writing a pitch and getting it placed.

So, even though technology has made the tools available for free to connect with journalists, it doesn’t mean that every business owner has the skill set to write and craft pitches at a higher level and in a way that will resonate with reporters (and that follows best practices).

In order to use HARO effectively, you need to know how to give the reporter what they are looking for.

After responding to thousands of HARO queries and getting hundreds of media placements through HARO, here are my top tips for writing a successful HARO pitch to gain earned media coverage.

How do you write a successful HARO pitch?

1.  Provide substantive details pertaining to the story they are writing.

2.  Do not ask reporters if they want to see more information.

3.  Give reporters what they are asking for.

4.  Provide contact details of the source.

5.  Answer the questions in a timely fashion (and by deadline!).

6.  Include relevant bullets to break up your pitch.

How to use HARO to get publicity

Ideally, you want to make sure web site visitors from HARO query mentions convert to new leads and customers. The best way to do this is to make sure you are spending time answering the right types of HARO queries versus replying to every PR query in your feed.

How do you respond to HARO queries?

Before replying to a HARO query, ask:

  • Is the query relevant to my industry?
  • Is the query from a high profile site?
    • Hint: Skip anonymous queries.
  • Do you meet all of the writers credential requirements to answer the query? If not, skip it!

Should I answer anonymous queries on HARO?

It’s 50-50 and can really go either way. Sometimes, an anonymous query or “cloaked” query can actually be a major outlet, but they have an internal editorial policy, which may state they don’t want someone else scooping up the story and they prefer that their writers not use HARO. That reporter may post the query as anonymous so that technically it doesn’t look like they are using the service.

Another reason the reporter may post the query as anonymous is because it is from a much smaller site and they know that no one is going to answer their query if they say, “This is for my hole in the wall blog that no one has ever heard of.” It’s really a gamble!

PR-Checklist Before Pitching the Media:

Before you click send, review the following in our 5-step media pitch PR checklist:

  1. Write the story you want told. What is your dream headline? Write it!
  2. Consume the news. Read the publications that you want to get press coverage in.
  3. Time your pitch with the news cycle.
  4. Make sure your pitch is targeted to the right editor.
  5. Proof your pitch in Grammarly and Microsoft Word.

Pro Tip: Want to increase the click through rate on your PR pitches to media? Editors are more likely to open email pitches with subject lines that mention the media outlet and topic because freelance writers work for so many different outlets.  Make sure the subject of the email pitch is relevant to the query and create compelling titles.

WANT MORE PR SECRETS?

DOWNLOAD: THE BEST WAYS TO GET FREE PR FOR YOUR BUSINESS

How To Pitch Journalists

Still curious about how to pitch the media like a PR pro? We understand! PR can be overwhelming and staying up with breaking news is a full-time job! Our PR firm is constantly monitoring the news cycles to look for opportunities to tie our clients into the news so they can just show up and provide quotes! We do the hard work for you. You supply us with the answers to reporters queries and let us work our PR magic and do the rest! Contact us today to learn more about how we can craft successful and engaging media pitches for you to score you massive earned media coverage in regional, national and medical trade publications.

How to Pitch the Media Resources:

Make sure your story gets picked up with these additional resources on pitching the media! 

Media Pitching 101 Webinar

Media Relations Guide

*Date last updated 2019 

Media Relations Guide


Marketing & PR Tips to Gain Exposure: From Editors in Westchester

 

how to get featured in a magazine

 

Do you dream of getting your business or medical practice featured in your favorite magazines, newspapers or blogs?

In my Ultimate Guide to Pitching Magazines, I share how to get your business or medical practice featured in regional media outlets.

How do I Get Featured in a Magazine?

Top 10 Tips to Get Your Medical Practice Featured in a Magazine

  1. Create a website
  2. Research target publications
  3. Secure appropriate releases
  4. Determine the correct editor
  5. Email your pitch
  6. Write concise subject line, including location of business
  7. Send your pitch to only one publication at a time
  8. Consider staging and composition with photography
  9. Send image files in the correct format
  10. Enter contests for wider exposure

How do you pitch to a magazine?

CREATE A BEAUTIFUL WEB SITE BEFORE PITCHING THE MEDIA 

Show, Don’t Tell: Architecture is a visual business and you must have a web presence. There are simple programs available so you don’t need to understand code to design a serviceable and attractive site.

RESEARCH PRESS CONTACTS AND BUILD A MEDIA LIST

To get published, start with doing background research. Get copies of the publications you’d like to appear in and study them. Focus on ones that already publish the type of architecture you specialize in.

Separation of Church and State

DYK: Many people believe that they need to advertise in a publication in order to be featured in it. You don’t. Editorial and advertising are completely separate.

Homeowner Releases

Make sure the homeowners are comfortable with the idea of having their home published in a magazine before you pitch it to an editor.

Meet the Editor

Use emails rather than phone calls for your first contact with an editor. Check the masthead for the correct person to send your info to. Explain the project in the subject line: Pleasantville Mid-century Modern Remodel, Bedford Arts and Crafts Bungalow, Beachfront Contemporary in Rye.

Exclusivity

Do not send multiple pitches to different publications.

Photography 101

While you don’t need to hire an expensive photographer to shoot your project, you do need to send images that show off your project in it’s best light. Editors can use your cell phone photographs as scouting images, and then send their own photographer to shoot your project if it is selected.

PITCHING 101: BEST PRACTICE TIPS

How to Send Images

Jpeg? Tiff file? Hi res? Low? No, this isn’t a foreign language, just standard formats for sending images. Hi res is required for print publication, but the huge files can clog—or crash—an editor’s inbox, so consider sending images via Dropbox or other cloud sharing site; burning images on a CD or copying to a flash drive are also good methods of transferring files.

Getting Award Winning Images

At some point you will want to hire a professional to shoot your work. How to choose one? Again, look at the magazines and see whose work resonates most strongly with you.

Enter Design Contests

Think of it as a good discipline to organize your work with a bonus of free publicity if you win. Even if you don’t win an award, editors keep the designs we like on file for consideration for future stories.

AFTER YOUR BUSINESS IS FEATURED IN A MAGAZINE

How to Leverage Social Media to Build your Business

TOP 10 SOCIAL MEDIA TIPS

  1. Establish a social media strategy
  2. Define your target audience
  3. Figure out what story you want to tell
  4. Stop selling
  5. Create an execution plan
  6. Launch and engage
  7. Publicize availability
  8. Use social media to leverage PR coverage
  9. Measure results
  10. Tweak campaign for maximum results

STRATEGIZE

Social media is an extension of corporate branding. In order to ensure maximum results, your social media strategy should be in alignment with your business objectives. Be able to identify the message you want people to take away from your company in one sentence. The best social media campaigns fit in alignment with an organization’s corporate communication objectives and strategic initiatives.

MICRO-TARGETTING

Who is your ideal target audience? Who are the industry leaders you would like access to? Leverage social media as a PR tool to initiate the conversations within your industry.

TELL BETTER STORIES

Understand your brand’s story and tell it. One of the biggest mistakes brands still make on social media is using social channels as a promotional tool versus a storytelling tool. Understand what story your brand is trying to tell, and use social media as a way to tell the story. Every post every day should be a different way to tell the central story. There is a direct correlation between positive brand story telling and user engagement.

STOP SELLING

Social media is inherently about branding to a focused audience.  It is about the ability to quickly get in front of prospects, current clients and leads, and to establish an online relationship with them and build customer engagement.  Social media marketing differs from traditional marketing in that it does not focus on immediately establishing the value of your services or products, but rather it is about establishing you as an icon and thought leader in the industry—to create an awareness of your name and brand.  It is not a specific advertisement for a given product or service—it is about brand engagement.

READY, SET, GO!

A PR campaign is only as good as its execution plan. For example, lets say you work with your team to develop a strong plan. The team has drafted a content calendar, created a custom media list of influencers and distributed it to reporters. Success! A blogger calls one of your internal employees to ask about the release you just put out. Problem—the person managing the social media account is not the person who is directing marketing. All of this could be avoided with a tactical Social Media Process plan.

SOCIAL MEDIA DRIVEN PR

The best PR campaigns are those that are cohesively integrated between social media and public relations. Social media should be used to complement a PR campaign to drive continued media exposure and interest of editors for your business. Utilize social media to share press placements, connect with bloggers, and get on the radar of editors while executing multi-platform PR campaigns. Use social media such as Twitter to search for and pitch journalist queries in real time and build an ongoing relationship with reporters. One of the best ways to get a journalist to read your pitches is to engage with them on Twitter. Take a vested interest in what they write and re-tweet content that you find useful. Furthermore, use social media to research the beat they cover before you pitch them.

USE SOCIAL MEDIA TO LEVERAGE PRESS COVERAGE 

So you recently secured a major press interview. Now what?

Here are my top tips to maximize the buzz into long term exposure and more press coverage.

  • Share the press link on your company’s social media accounts and web site
  • Thank the writer and outlet and include both handles in your social media posts
  • Create a clipping of the press hit and include in your electronic media kit (EPK)
  • Add the press placement to your company’s web site and press page
  • Order a plaque of the press hit (if it is a feature article) and prominently display in your office
  • Share the press link with clients that may benefit from the content shared in the article
  • Send the article to other media outlets that may want to do a follow up story
  • Pull out the best quotes written about your company by the writer and include in your media kit.

MEASURE

The best way to re-engage fans is to measure what is working, what your fans really connect with. One mistake brands make is getting lost in the editorial content calendar shuffle. They are so obsessed with posting and keeping up with the social media rat race that they forget to actually measure what’s working. Pause. If you are not continually measuring what has the greatest impact with your audience, you will lose followers, and it will ultimately damage the value of the community you are trying to create.

Westchester Social Media and PR

Westchester Magazine teamed up with Murphy Brothers and Ruby Media Group to present a seminar on publishing, advertising, and social media at Westchester Magazine’s Headquarters in Rye, NY. We recently had the opportunity to speak on a panel with some of our favorite editors over at Westchester Magazine and Westchester Home on Social Media and PR tips for increasing exposure. If you are looking to increase exposure for your business or get published, be sure to read some of these great tips we shared on the panel.  Tips provided by Nancy Claus, Halina Sabath and Ana Mantini of Westchester Magazine and Kris Ruby of Ruby Media Group


How to Leverage a Press Hit

So you recently secured a major press hit. Now what? Here are RMG’s top tips to maximize the buzz into long term exposure and more hits.

  1. Share the press link on your company’s social media networks
  2. Thank the writer and outlet and include both handles in your social media posts
  3. Create a clipping of the press hit and include in your electronic media kit
  4. Add the press hit to your company’s web site
  5. Order a plaque of the press hit (if it is a feature article) and prominently display in your office
  6. Share the press hit with clients that may benefit from the content shared in the article
  7. Send the article to other outlets that may want to do a follow up story
  8. Pull out the best quotes written about your company by the writer and share in your media kit.
Leverage a Press hit