5 Tips to Secure Media Coverage
Garnering media coverage can be a daunting task, particularly for justice-oriented organizations amid a constricting media landscape. However, we at Spotlight PR are here to smooth the process and get you the coverage you deserve. Below are five tips I have found to be useful in securing media coverage.
Differentiate Yourself from Other Leaders
Journalists are always looking for unique perspectives and stories that people haven’t seen before. We know you are special, but we need to show reporters what sets you apart. What can you offer to reporters looking for a new story?
When considering media outreach, think about what story you can tell that others cannot. What are you working on that is having a newsworthy impact? How is your organization reacting to current events? What personal, tangible experiences can no one else tell? Being clear about your answers to these questions will capture the attention and interest of reporters.
Give Reporters a True Shot at Covering Your Work
For a reporter to cover your work, they need to know about it before it’s too late. As soon as you have details about upcoming events and programming, we recommend sharing them with your PR team and developing outreach to share with reporters. The more advance notice you give, the more newsrooms can prepare and plan to include your work.
Reporters have to work their travel and schedule around a timely story, so it helps to have as much time as possible to hold interviews and prepare ahead of your event, program, or timely topic. When you plan media outreach, we advise taking into account the time it will take to pitch, interview, and write before you want the piece to be published.
Build Mutually Beneficial Relationships with Reporters
Relationships motivate reporters just like anyone else. Familiarize yourself with their background and their work, share articles far and wide when they quote you, and be proactive about reaching out—both with story ideas and to check-in between pieces.
These relationships are mutually beneficial. If you build a trusting relationship with a reporter, they will gain a reliable source and you will gain more coverage. Eventually, you can count on them to cover a story you have, and the reporter may reach out to you first when they have an article idea.
Don’t Be Afraid to Speak Out on Hot Topics
You can get ahead of the news cycle if you prepare to offer comments on popular subjects in the media—including controversial issues. News coverage will often cling onto a few timely topics, and it buries other stories in reporters’ inboxes. These stories that get attention are often eye-catching, emotional and controversial. If you are willing to tactfully speak on these hot topics, you can be part of these major conversations.
It’s not necessary to comment on everything, and the decision to comment must still be strategic. However, we encourage you not to let fear hold you back from speaking about a relevant issue. If you choose to stay quiet on a topic that is relevant to your organization and popular in the news, you’re missing out on opportunities—both to show your organization’s identity and values, and to garner news coverage about your work.
Respond Quickly and Thoroughly
When a media opportunity arises, we don’t want it to slip through your fingers. A prompt response is essential to turning requests into coverage. Reporters are reaching out to other people when they reach out to you, so the quicker you respond the more likely they are to include you over the next person.
This extends to all stages of a media response. If you are in an interview, be prepared to share third-party validators to back up your claims. If a reporter has follow-up questions, reply quickly with the information they requested as you are able. This increases the likelihood that your interview will be published in a timely manner, leads to the reporter including more of your comments in the article, and builds trust for future interview opportunities.
It takes a lot of time and preparation to build media coverage, so we can use these tips to be proactive. Sharing story ideas and staying in contact with reporters will let them know that you are here and interested in their coverage.
If you’re interested in securing media coverage and building your communications strategy, schedule a consultation today to see how Spotlight PR can build your platform.
Sophia Shannon is a senior media relations associate for Spotlight PR LLC. Be sure to check out our other blogs and subscribe for regular communications updates.