By Leah Geller - Sunday, June 28th, 2009

Media coverage can dramatically boost the volume of business coming in the door, but obtaining it requires some basic research, hard work and, perhaps most importantly, realistic expectations.

By media coverage, I am referring to the stories that are produced by a journalist. This is different from advertising, which must be paid for. To a reader, viewer or listener, editorial coverage is a far more compelling validation of your business than a paid advertisement. Just about anyone can buy an ad, but not everyone gets a story.

The trade off, of course, is that you don’t have control over the final version of the journalist’s story. Nor is the editor or journalist under any obligation to write about your business. Their chief concern is what they believe is of most interest and value to their audience.

Your challenge, therefore, is to clearly convey how your business — your story — is worthy of their attention. In addition to the added credibility, media exposure can be a very cost-effective way of promoting your business. But it does take time, effort and the application of these 10 basic principles:

1) Understand what stories resonate with the media outlets you are targeting.

Local media want local stories. Listen to the radio stations, watch the television newscasts and read the newspapers and magazines to understand what kinds of stories get covered.

2) Be creative in terms of coming up with a story angle.

For example, let’s say you’re a small home renovation company. Not much of a story there, but what if you secured a contract on a high-profile property, such as a renovation on an ambassador’s residence? A local magazine might be interested in a “before and after” photo spread. Or maybe you’re a local café or restaurant that’s participating in a special celebrity charity fundraiser, or launching a unique art exhibit.

3) Be timely with your story.

If you happen to be a retail business, Christmas is an ideal time to pitch stories about unique and interesting gifts that your shop sells. If you own a yoga studio or spa, New Years’ is a wonderful time to pitch a story about fitness or renewal. And today’s recession just begs for stories about businesses that have “beaten the odds.”

4) Time your pitch.

Magazines decide on stories more than three months before they go to press. Daily radio or television shows often decide only a day or two before. You can pitch to daily newspapers a couple of days or a week in advance.

5) Target your story to the right individual within the media outlet most likely to be interested in your story.

For example, if you are celebrating the grand opening of your clothing boutique with a fashion show, see if there is a fashion editor or special features editor. Perhaps there is a specific journalist who covers news and events for retail businesses as a beat. These contacts are usually listed on the media outlet’s website on the “Contact Us” or “About Us” pages, or easily obtained by calling the media outlet’s switchboard.

6) Cultivate the relationship.

Once you have identified this key individual, get to know them. Call them up and ask what kind of stories are of interest and when and how they like to receive material. Try and avoid this first contact being a sales pitch — the goal is to develop a long-term relationship.

7) Be thick-skinned.

Some media contacts simply will not give you the time of day. But be persistent. Use phone, email, even a Twitter account if they have one. But be wary of crossing the line from being persistent to becoming a nuisance.

8) Provide value.

This must be a relationship based on value. Understand what the journalist or editor needs and how you can provide it. And deliver what you say you will when you say you will.

9) Brevity is golden.

If you produce a news release or advisory to distribute to the media, keep it short, to one page and send it as text in the body of an email, not as an attachment. Include links to relevant and supporting information.

10) Provide visual punch.

Consider visuals you can provide in terms of photos and graphics. A story with a good visual has far more impact than a block of grey text without one. Again, provide links. Only send as attachments in an e-mail if you have been asked to do so. By the same token, consider what would look good on video for television broadcast.

Category: Expert Advice.
Industry: Technology, Retail, Services
Functional Area: Marketing
Tags: media coverage, media relations, pitching, self-promotion