Using the Media

The Seven Step Seeking Media PR Workout

The media receive story approaches all the time, so before you take any action it’s important to have all your bases covered. Below is a check list for any business planning to target the media. If you can confidently tick all the boxes, you have a better chance of getting media attention.

1. Do you have something that’s newsworthy? The media are always interested in a good story with a ‘newsy’ angle. They are not interested in blatant advertising pitches.

2. Is your media story ready? Once you’ve determined you have a good story, you need to be able to tell it in a way that grabs attention. A professionally written press release is essential.

3. Are all the other pieces in place? You’ve written your press release, including a hard-hitting headline and attention-grabbing lead. But do you have high-resolution images available, or are product review samples available if required? These will help sell your story.

4. Do you know your specific media targets? The more targeted you are with media the better, so you need to have a detailed list of the media you will be sending your story to prepared beforehand. A pet hate of all media is receiving approaches and material on subjects that have no relevance to their publication, show format or area.

5. Are you prepared to comment? Having gone to the trouble of preparing and sending out a press release, you need to be available in case the media want to contact you for more information. Don’t keep them waiting, and have your key messages at your fingertips.

6. Do you have a follow-up plan? Sending a press release and other relevant material is one thing, but you need to spend time following up to get the best results. Unless your story is breaking news, don’t expect the media to come chasing you. You need to chase them.

7. Do you want a one-night stand or long-term relationship? Getting a press release out there and hitting the phones is great, but having a strategic PR plan is important to maximise your media potential. Think about developing regular media stories to build momentum, so you are not seen as just another business trying to grab the spotlight.