How to Improve Your Chances of Landing Placement
Public relations, defined as “the profession of creating and maintaining goodwill of an organization’s various publics,” is something that most businesses crave. However, it can also be something that some may find particularly daunting. While there are many businesspersons who may be inclined to believe that PR is strictly media relations, i.e. landing a brand in a newspaper or magazine, the practice actually encompasses much more than that. PR is known to include executive communications, event planning, speechwriting, social media, and several other disciplines. Having said that, media relations is arguably the most prevalent form of PR among some businesses.
So, how does a company land on the cover of Forbes magazine? How does an organization secure the ideal interview on your local news station? Those seem to be the million dollar questions. Luckily for you, we have an answer!
As an integrated marketing agency, our job at Moxē is to help you achieve your dreams. Moreover, we can help you identify what your goal is specifically and how to get your business in front of the right people, which is just as important. For example, if you’re an executive caterer and your goal is simply to sell more baked goods, then a feature story in Newsweek may not necessarily be your best bet. Sure, that would probably be good for earning respect as a credible businessperson, but would that really move the needle? Identifying your target audience is something that we can help with. In keeping with that earlier example, landing in a publication that your customers read might be the way to go. After determining the type of publications that your audience reads, we can then move forward with helping to build relationships with reporters, and ultimately help you accomplish your goal.
Before enlisting our services to pitch a story for you, ask yourself if the story is newsworthy. Has your company had a substantial increase in revenue? Did you lend a helping hand to a nonprofit organization to help them achieve a specific goal? Did you have a successful rebrand? Are you able to latch onto a trend? Can you localize your story? These are examples of things that make for an interesting story to share. Always ask yourself what distinguishes your business from others and why you feel people should care.
So, what works? Well, for starters, timeliness matters. Reporters don’t want to write about old news, so as soon as something happens or you have something you want to share, make plans to do so. Stories that tend to garner attention and are shared on different platforms are ones that showcase significant milestones, facts, numbers, local elements, and superlatives.
What doesn’t work? Typically reporters tend to shy away from stories that are self-serving or overly promotional. Remember that a reporter’s job is to report, not advertise. At Moxē, we can help you put together a pitch, media alert, and press release that isn’t self-serving. We can help you latch on to a trend, identify if your story has legs, and can help you determine what elements are needed to garner coverage.
Connecting with the right audience at the right time through the right channels can be a challenge. To stand out today takes a bold brand message, delivered simultaneously, across multiple channels. So, how do you do it?
Give us a call. We’ll help you identify what makes your story unique and newsworthy.