This is a straightforward fact: Businesses such as yours are well-suited for media attention because they have amazing tales to tell and a wealth of knowledge to impart. Press coverage, on the other hand, is extremely important for your SEO, marketing collateral, brand awareness, and general credibility.
Here’s how to increase your organization’s visibility so you can reach a larger audience and make a bigger difference.
Focus on Your Area of Specialization
In certain instances, this can be pretty simple: A financial institute may handle all matters pertaining to money, but for fitness advice, a gym chain may be the best option. But occasionally, a bit more imagination is required.
By applying creativity to your area of expertise, you can expand your vertical reach. A company’s goal can usually be converted into a number of distinct media-friendly content pillars.
Obtain Authorized Spokespersons For Your Business
First and foremost, when examining the names of experts, journalists will search for specific letters. A PhD, MD, CPT, CCWS, RDN, or a variety of other credentials could be among them.
If, as the CEO of a company, you lack the qualifications for a particular area of expertise, assign the media reins to a member of your team who does, or employ a spokesperson for the role. For example, a lot of fruit and vegetable corporations use RDNs to provide commentary on nutritional subjects.
Make sure the individual representing your company is skilled at explaining complex scientific concepts in a way that the general public can comprehend. If a source uses a lot of technical phrases and jargon in their quotes, the journalist will not return for additional interviews.
Strike a balance between informal and in-depth quotations. You want the soundbites from your spokesperson to be meaningful and engaging, while still capturing the essence of the subject. Weak quotes with little specificity are less likely to be published.
Conduct Research to Support Your Assertions
When a representative from your company says something like, “Pine nuts help to improve heart health,” the journalist is probably going to look for particular research to support that claim. By doing that research on their behalf, you may assist them.
Still, ideally there should be no conflicts of interest in the research, meaning it wasn’t funded by a company that sells pine nuts, for example. The ability of private firms to support research that will add to the body of knowledge is great, but reporters are usually advised not to report on studies that are supported by organizations that might present a conflict of interest.
Investing in infographics to communicate important information that your business wishes to share may also prove beneficial. Infographics assist in simplifying difficult facts and provide the media with a useful resource for publication, which benefits the readers. They will, at the absolute least, make it easier for a journalist to comprehend your main points of information so they may include them in an article.
Use Vibrant Colors To Tell Your Story
Many businesses have amazing origin stories, typically centered around a desire to serve people. These can be stunning long-form pieces that transcend professional quotations.
A target client will buy your product or service, but what will draw them in the first place and keep them as a devoted customer is your story.
Make sure the PR you do highlights the reasons for your impact goals and the number of people you have impacted.
Provide Journalists With an Intimate Look At
In this industry, there are always plenty of chances to check out goods or services. But first, establish a rapport by getting in touch with the journalist. Sending out free samples of some products can be costly, and some may require some trust-building on the part of the journalist before they are tried.
For example, if a journalist is offered biological age testing, they might not feel comfortable taking part unless they are already familiar with you and your team.