You have an interesting business idea or a new product to launch on the market. That is why you want as many people as possible to know about you. You would like to be seen in newspapers and on television. Then you should know that there are three basic rules you have to follow when approaching the media. The first rule is: Always do research to identify what media focuses on your industry. The second rule is you need to explore the key audience of a particular media, meaning, the topics covered and the language used in that media. Only then you can start to prepare articles and other materials tailored to the needs of your audience.
The third rule says you should not bombard the media with promotional materials that praise you to the skies. Be as brief as possible and do not try to sell anything. Express your opinions on current issues. The purpose of your cooperation with the media should be to build long-term relationships to promote yourself as an expert. If you want to publish an advertisement, call the advertising department and pay for it.
Mashable.com adds the following four techniques to achieve even greater media interest in your project or business.
1. Study editorial plans
Both written journals and specialized TV programs often publish their annual editorial plans. That is how you can learn what to focus on. The editorial plans will help you focus on what help your expert opinion can provide. Watch also for forthcoming conferences and other local public media events of interest. Attend such events in person.
2. Create your own content
Publish your own articles or videos on various topics in your field on the Internet. Again, follow the rule of writing or speaking briefly and do not try to sell anything. Join professional communities on social networks. If your content is good, people interested in your industry will soon find you. The goal is that you will be contacted by the media.
3. Organize a charity event
Publicly support a local charity. Organize a social event to rise awareness of a serious contemporary problem and wait for the media to come. You will have the opportunity to meet local reporters and talk about how you can do public good.
4. Start with the smaller media
Do not try to push yourself into the largest and the most prestigious media in your industry. Let the big media notice you first. Contact local newspapers, smaller professional blogs, etc. People working in the media closely monitor their competition looking for new and interesting resources. Why shouldn't you become such a resource?
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