Once you've developed your story, there are many different ways for taking it to the media to get your company featured. In this section, I'll go through some of the standard approaches that most journalists will be familiar with press releases. a press release, or media release is a way of packaging up news. It contains all the relevant information for journalists to produce a news story, as well as providing them with your contact details, so that they know where they can find new information. Only use the press release for news interviews. Setting up interviews whether these are face to face or over the phone is another excellent way to get journalists to better understand your brand.
To build relationships of spokespeople and to give them all the information they need to be able to produce a story or include your company in a story that they're already producing. The great thing about these interviews aside from putting your experts in the spotlight They put you on a journalist Raider, this is the perfect opportunity to forge strong relationships with your top target media expert comments. This is when you provide a journalist with a quote or comment that they can use in their story. Of course, they need to mention you and your company if they're going to use the comment. So they create opportunities for publicity. One effective way to place expert comments is through reactive pitching, which is contacting journalists with a response to a breaking news story.
You need to move quickly to be successful with this approach. And it works like this. A story breaks and your company has an opinion or a stance on that story. You know, the journalists will be covering the story, and there'll be in a rush to get it published because it's breaking news. So you provide them with a quick interview or written comment to include in their story. Case Studies.
Case Studies allow your track record to speak for you. In a case study, one of your customers or clients will talk about how your product or service helped them. These stories resonate with editors For the simple reason that they have readers or viewers experiencing similar problems, and it's much more authentic and convincing to have someone else talk about your company. This means they're generally more inclined to publish case studies. byline is a byline are also known as an opinion piece or appeared is an article authored to you or someone in your company and published in a newspaper, magazine or blog Not to be confused with promoted content. A byline is not about pushing your product.
It's about building your authority in your industry, sharing an opinion and positioning yourself as a thought leader by sharing your perspective on a topical business issue. It's a chance to be outspoken without coming across as salesy. A business profile is your business's success story. It doesn't have to be another Facebook or Apple to make the headlines. You just need to make sure you let the media know if your story is surprising, innovative, or maybe just unorthodox in some way. Journalists will probably want to cover Product Review.
Quite simply, a product review is when an architect or publication tests out your product and writes a review of it. This is much more common with gadgets and tech products and other types of products or service in general. And of course, you run the risk that they don't like it. Press events, press conferences, press events, or press trips are simply events targeted specifically at the media. You get your journalists into a room together, or you can do this digitally. And you tell them about your story.
A word of warning though, journalists are very busy, and they'll only make time for your press event. If you've got something really interesting to say. These are some of the conventional ways of dealing with the media. But don't let this list be too prescriptive. Remember that PR is about being creative. So if you can come up with some interesting and novel ways of engaging with the media, then go ahead and do it, give it a try.
In the next section, we're going to look at how you can find the media that will be most relevant to your business.