How to Catch the Media’s Attention
There’s no magic to getting news about your business or organization into the local press. There’s a science, and it’s called: send a press release.
But when you send one, think it through, take it seriously and make it professional because your press release is the “face” of your company.
The first step in reaching out to the media is deciding whether what you have to say is worthy of publication or airing on radio or TV. Try to think like an editor, not a business owner. They don’t want to hear about your holiday sale or your coupon promotion. Instead, they want to hear about your award-winning employee or a trend you have noticed in your industry. They want to hear about matters that affect or interest their readers and the community at large.
Some examples of newsworthy topics are: a business opening or expansion; new employee/s; a unique new product or service; an award you or the business received; an event you will hold as a fundraiser for a local cause; or an event that offers information, resources or entertainment.
The content of your press release should be concise and not longer than one page. Make sure to include your name, address, phone number, website and key spokesperson as well as the essentials in your first paragraph: the who, what, when, where, why of your message. Don’t forget the details! It’s also fine to include a high-resolution photo of yourself or your employee, but try to avoid large group shots where peoples’ faces are the size of a postage stamp.
Consider your geographic location when sending out a press release. In other words, don’t send a release on your business opening in Easthampton to the Greenfield Recorder as Easthampton is outside its circulation area. Think about what publications make sense for you to reach out to.
Always send your press release via email, both as an attachment and in the body of the email, to local newspapers, radio stations, TV stations and online journals/blogs. Search the websites of these outlets to determine the current and appropriate contact; don’t send your release to someone randomly.
Keep your expectations in check, and be patient. If you do it right, you should read, see or hear about your news in a week or two.
For more information on reaching the media, contact Janice at (413) 374-6239 or janice@beetlepress.com.
