You have founded a company, created an interesting product or started an interesting project and you want to get the media to let more people know about it. You are not interested in paid advertising, but in an article or report prepared by a reputable journalist. However, you have probably already experienced the fact that it is not easy to get journalists write or shoot something about you. Our editors fully agree with the recommendations from U.S. journalists that have recently been published on Entrepreneur.com. Whether you are going to reach journalists via e-mail or in person, we have chosen the most important recommendations for you.
Do not write an ad, but a story
A story must have a beginning and an end; a plot and some personal elements. You can, for example, describe how your idea arose, how you have continued working on it and how it has changed your and other people's lives.
Bring something new
Show that you are not like everybody else. You do not have to reveal all your secrets, but mention the ones that are different from your competitors.
Say something human about yourself
Instead of saying that you have graduated from a prestigious university, say e.g. that you have opened a bakery to attract the woman of your heart who loves cakes.
Select an appropriate time
Explain the journalists why you are offering your product now. Instead of sending descriptions and photos of your products, rather tell the story of your customers. Explain how you want to help them in their current situation.
Do not talk only about your successes
Journalists as well as their audiences are more interested in the obstacles you had to overcome than in your statement that everything has always gone smoothly. Be honest and say that everything has not been so problem-free.
Shock
Support your idea by an unconventional public event. Step out of stereotypes.
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