Identify your target media for public relations
Identifying the media outlets that will be most interested in giving your business coverage including local newspapers, radio and influencers.
The first step to getting media coverage for your business is to decide who your target audience is and which media you should use to reach them. Ask yourself who will be interested in your story and which publications or media will reach these people or businesses? Your target media list may include:
- your local paid-for newspaper
- your local free paper
- local magazines
- local radio and television
- trade, technical and professional magazines covering your type of business or expertise
- national newspapers
- consumer and lifestyle magazines
- local influencers or those with an interest in your industry
- online news media
- national radio and television (often through local stations)
Build relationships with media contacts
To increase your chances of coverage, build connections with journalists who focus on your industry or story type. Instead of sending mass emails, reach out directly to specific journalists who might be interested in your story.
- Research which journalists cover topics related to your business.
- Send press releases in an easy-to-use format, such as email, and include any relevant photos.
- Always be available to answer questions and provide additional details.
- Be aware of media deadlines and ensure your press release is timely.
Professional follow up tactics
When you have sent a press release, follow up with a phone call to ensure it has been received and check if they need anything else.
Try not to bombard journalists with stories that won't be of interest for publication. What may be big news for your business, may not be newsworthy to the general public.