In today’s fast-paced and highly competitive digital landscape, standing out and building your brand can be a challenge for startups and executive leaders. Among the endless digital content, media coverage has the potential to not only put you on the map, but skyrocket your brand awareness and credibility. It can also significantly drive growth and revenue alongside your marketing strategy.
In this article, I share my top strategies and tactics that can help startups and executives to secure media coverage.
Brand Impact
Studies have consistently shown that media coverage influences public perception and can significantly enhance brand awareness.
A report by the Global Alliance for Public Relations and Communication Management showed that 65 percent of consumers consider media coverage more credible than advertising. This reflects the trust that the potential customers place in independent news sources. Media coverage is also perceived as a third-party endorsement, which can quickly establish trust in your startup or personal brand.
Additional data from audience insights company, Nielsen, shows that media coverage can boost brand awareness and recall by nearly 40 percent. This is invaluable for startups struggling to make a name for themselves.
Understanding Journalist Preferences and Dislikes
To secure media coverage, it’s important to understand what journalists appreciate and what will make them instantly forward your pitch to their trash folder. A study conducted by Muck Rack found:
- Journalists prefer pitches that are concise – these should be relevant to their beat.
- They prefer email pitches over other communication methods (83 percent).
- Personalized and concise subject lines and are more likely to be opened by 75 percent of journalists (I recommend six to eight words).
- Avoiding jargon and buzzwords is also important – around half disliked these.
- Quality visuals and multimedia content makes a difference – with 70 percent of journalists finding visual elements, such as images and videos, helpful.
How to Craft the Perfect Pitch
A well-crafted pitch is the foundation of securing media coverage. It serves as the bridge between your narrative and the journalist’s need for a compelling story.
Target the Right Journalists: Curate a list of journalists who cover your subject area / industry. Tools like Muck Rack and Cision are helpful to identify and connect with relevant reporters.
Personalize: As mentioned earlier, personalized subject lines and pitches are appreciated. Mentioning a recent article they wrote or referencing their specific interests will also help your pitch to stand out.
Clarity and Relevance: Craft your pitch with a clear and concise message. Journalists are inundated with emails, so get to the point. Highlight why your story is relevant to their readers and how it aligns with their beat.
Visuals: Include high-quality images, infographics, and videos that illustrate your story. Journalists are more likely to consider your pitch if it comes with engaging visual elements.
Timing is Key: Be mindful of deadlines and publication schedules. A well-timed pitch that aligns with current news trends or events significantly increases your chances of getting covered.
Using Data and Statistics
Journalists are drawn to stories that are backed by data and statistics. A survey by Edelman, a leading PR firm, showed 88 percent of journalists find data and statistics crucial in their reporting. This shows the importance of including data in your pitches and press releases.
Startups can create their own data through surveys, market research, or collaborating with data providers to unveil new insights that can capture journalists’ interest.
Data is also powerful in crafting your pitch and press release headlines. A study by Conductor showed that headlines with numbers have a 73 percent higher click-through rate.
Collaborate with Influencers and Thought Leaders
Securing media coverage doesn’t mean only traditional outlets. Collaborating with influencers and thought leaders in your industry can provide excellent brand exposure. In fact, a study by influencer marketing platform Traackr, shows that 53 percent of marketers consider influencer marketing to be an effective strategy for generating leads and increasing brand awareness.
Influencers and thought leaders have dedicated followers who trust their opinions and recommendations. When they endorse your startup or executive leader, your joint content can have a knock-on effect; helping to spark mainstream media interest.
The Importance of Storytelling
Storytelling is at the core of securing media coverage. Journalists are on the lookout for stories that resonate with their readers. Your startup’s journey, the challenges you’ve faced and overcame, the impact you’ve made in your industry, how you’re disrupting something in your industry, stories about how you’ve helped your clients or customers (case studies), are essential parts of a compelling story.
Harvard Business Review’s research on storytelling in business emphasizes its significance. Stories are 22 times more memorable than facts alone. They evoke emotions and create a lasting impression in a person’s mind. So find ways to craft your startup’s story in a relatable and inspiring way, and you’ll capture the interest of journalists.
The impact of media coverage on brand recognition and credibility can be immense. By implementing these strategies, startups and executives can quickly get under the media spotlight and skyrocket their brand, which will open up new opportunities, bring more customers, and help them to grow.
—
iStock image