Too many lawyers and expert professionals believe that press is not for them - either because quality media coverage is the province of the big end of town, through fear of sensationalism, or concern about professional image.
Here are eight ways to get coverage in quality media.
#1 Have something newsworthy to say. Offer relevant expert comment or opinion on a current news topic. Share a newsworthy story - now.
#2 Make it current. A rapid response to an event is the newsworthy one. If it's a situation/issue which has been brewing a while, work out why it matters right now and encapsulate that in your press release.
#3 Get your press list together and keep it up to date. List the publications you want to target, and the individual journalists and editors who cover the areas of interest to you - for example, the finance writers, property editor, biotech journalists, etcetera. Introduce yourself as a helpful source of background information, network contacts, and authoritative comment.
#4 Perfect your press release, then circulate it to the right people, at the right publications. Send it to the journos who cover this specific area.
#5 Be available. List your contact details - including mobile and after hours numbers - on any press release. Return journalists calls, pronto.
#6 "Treat every microphone as live". Until you develop a strong trust relationship with a reputable journalist, treat every word you say as one that could go to press and "every microphone as live".
#7 Be generous to journalists. Willingly and generously share your ideas, insights, expertise, and contacts.
#8 Don't give up too soon. Just because your first news release isn't picked up, don't give up. If you have a story, share it. It mightn't make it to press this time, but sooner or later, newsworthy material (and sources with something worthwhile to say) will !
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