How to Get More Media Wins This Year
Despite the continued constriction and convergence of for-profit media, nothing rewards your hard work like having an independent reporter file a story about your organizations or call you to be quoted as a source because you are an expert in your field.
But how do you get there from here?
That’s the question that transfixes organizations that are flush with knowledge but are not able to have that knowledge heard or seen by those who can help them succeed. The five following tips can go a long way in helping you get more media attention for your organization.
Get to know the reporter who covers your beat. While a number of reporters are generalists, many media markets have expert reporters who have covered specific areas for years. This can be a plus for businesses because they have an opportunity to establish a rapport with media and become a partner of sorts. Since most reporters are more time-crunched than ever, they don’t need their time wasted. So, it is beneficial to follow those reporters in social media and pay attention to what captures their interest. Commend them on solid reporting and add value to their work by becoming a trusted source. If they cover banking and you are a mortgage broker, let yourself be heard when there is a dramatic movement in interest rates. Don’t underestimate the value of your knowledge.
Become a thought leader. My definition of a thought leader is simple. It is someone who has a unique, informed perspective in a particular field that is well-regarded by others in that field. So, as a thought leader, you have an opportunity to put forth the knowledge that you have acquired via blogs, hosting webinars, and being quoted by media as an expert.
Get out of the office, and tell your story in the public square. While the town crier is a thing of the past, today’s closest facsimile is for you to get on major panel discussions or make speeches to share your expert opinion or submit an op-ed to your community newspaper. Show your TV chops by telling the story of your company on video and making it available to electronic media. These are among the most compelling ways to expand your reach.
Develop key messages and train your team on how to deliver them. The most successful companies have a culture of openness and transparency among their employees. All employees should be able to communicate what you do in 30 seconds or less -- the elevator speech. Does your company have one? If not, it should.
Self-publish amazing stories about your company and your people. Many organizations may not realize that the low-hanging fruit is apparent in obvious places. Did your company earn national recognition as one of the few LEED-certified companies in your community? Is one of your employees impacting the lives of others through acts of service? Why not tell those stories on your company’s website through a My Newsroom account with McCauley Communications, which can produce original content about your company and employees to post on your website.
For a free consultation, email me at info@mccauleycommunications.com, or call us at 513-504-8915.
