Member Article

How to gain positive press coverage

I am sure you have all heard the saying “any publicity is good publicity”, but is this true? Many believe so but the harsh reality is that negative press coverage can seriously damage the reputation of a business. You only need to look the reduction of tickets being sold for flights by Malaysia Airlines to see how hitting the headlines in the worst possible way can have a negative effect on your brand.

So how can you build a positive reputation? Being featured in newspapers, magazines and on radio and television can be a great way to build influence, increase your reach and gain positive coverage for you and your business. It can create goodwill and enhance your reputation as an expert in your field, yet it is surprising how many businesses don’t actively attempt to gain press coverage. There are a number of reasons for this, but one of the most common is that businesses don’t know where to begin, so here are a few tips to help you generate positive coverage.

1. Get to know your audience: Undertake some research into your target market - what do they read, watch and listen to? Analysis and knowledge of your audience is integral in ensuring that your key messages reach them in a coherent way.
2. Define your channels of communication: Having the right communications mix is essential for promoting your business. When you have identified the platforms that interest your target audience, pull together a list of key contacts within publications, radio stations and TV channels – both local and within your sector – and begin introducing yourself to journalists who may want to publish your press releases.
3. Tell your story: Drafting and distributing press releases can really get your business noticed by both target publications and potential customers. Well written, interesting releases will always capture the attention of journalists. The trick is to make sure that the release is ‘newsworthy’ – just because you find it interesting, it doesn’t mean a journalist will so make sure it is relevant. Releases focusing on business expansion, statistics from research undertaken and innovative new products and services are usually quite popular, but try and think outside of the box when you can.
4. Be prepared to follow up: A journalist will normally respond to you quite quickly if they are interested in your story, however, newsrooms are very busy so following up with them is a great way to push forward your story. Within 48 hours of distributing the release either call or email the journalists to ask if they are going to use the story. If they aren’t then they will tell you, but it is likely they will if the release is interesting.
5. Plan ahead: It serves your business well to obtain press coverage but one printed press release is not the end of your story – it is just the beginning! You should be actively looking at ways in which you can contribute to your target publications, either by offering commentary or reaction on topical issues, expert opinion on key trends or attending events that are of value to you and your customers. Many publications plan themes and editorial well in advance so take advantage of this and ask for their schedule. For a local TV station, this could include events they plan to cover or for a monthly magazine it might be themed features. Once you’ve identified what they will be working on, see where your business can fit in and bring value then take it from there.

There are of course other more long-term methods of gaining positive coverage - both paid for and free - that can form part of a planned campaign, but the five points I have addressed will be a good starting point for you.

This was posted in Bdaily's Members' News section by KD Communications .