Jan 29 2013

5 Tips to Land Media Coverage (& a Giveaway!)


If there’s one thing that can be a foreign language for us creative entrepreneurs, it’s PR talk! Such a mystery…how to get featured, who to approach, what to say. Thankfully, Crosby Noricks is here to rescue us – and generously offer a copy of her ebook to a lucky winner!

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by EcoPrint

Whether you have a product or service, building relationships with media is an integral part of getting the word about the greatness of you. Many business owners are surprised to learn just how many stories, from local morning shows, to niche bloggers to the glossy pages of your favorite magazine, are the result of pitches sent by PR representatives or business owners themselves. However, before you put together your first email, make sure you are setting yourself up for success.

Sign up for HARO

Help a Reporter Out (HARO) is a great source for finding journalists who are writing all sorts of stories. You get a digest a few times a day and, if you are quick to the draw, can secure great media coverage.

Follow the Pitch Request

If you find yourself faced with a request from a journalist, focus your communication solely on that request. And if you know that your product or service isn’t a great fit, don’t send a pitch. For example, if an editor is looking for Valentine’s Day gift ideas, your natural cleaning products are probably not a fit. That said, if those cleaning products are made with rose petals, you might have a story. Maybe.

Brief is Best

Editors are inundated with pitches so make it simple. If you are an expert on relationships, for example Put [Valentine's Day Story Idea] Relationship Expert Source as your email subject. Keep the body of your email short and to the point. Focus on what you have to say and why it’s worth saying to a particular audience. This is not the time to explain your entire reason for being or worse, what you think the publication has to offer you. Provide links for more information and sign off.

Follow the Following Follow up Rule

After you have sent your pitch. Wait a week to follow up. Then, leave it alone and wait until you have something new to pitch. If you are really itching to follow up one more time, only do it when you have something new to offer or a different angle. Or, just be a peach and pass along an article or source you think the media contact might appreciate.

Always Say Thank You

The minute the segment airs or the article comes out, reach out with a thank you email or voicemail. Do what you can to promote the media coverage to your customers and social audience. The better the coverage does, the more the journalist will be likely to reach out to you the next time.

What other questions do you have about working with the media? Let me know in a comment before noon on January 31st and you can win a copy of Pitch Perfect: The PR Couture Guide to Fashion Media Coverage. Also, everyone can get $25 off the Fashion Media List Bundle with code BundleMe25 (comes with Pitch Perfect free). That’s $54 of free!

UPDATE: Super many congrats to Marie for winning the ebook! Crosby will be emailing it to you soon. Thanks to everyone who entered!

crosbyKnown as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) & the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks is the founder of PR Couture. Named one of 25 Essential PR Blogs by PR Web (2011, 2010), PR Couture highlights the role of PR, marketing & social media in the fashion industry.

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POSTED IN: Creative Career Charge
COMMENTS: 9 Comments


9 Responses to 5 Tips to Land Media Coverage (& a Giveaway!)

  1. Annching says:

    Thanks for the tips, Crosby! <3 PR Couture.

    My Q: Is it better to attach low-res images directly into the email, or link to images/lookbook on a website?

  2. marie daniels says:

    How effective is sending a sample of product to editors of relevant industries? Is this an effective way to pitch a product launch?

  3. Nadia Vanderhall says:

    Thanks for the tips and insight! Gaining placement is all about building relationships, and this post proves just that!

  4. Nadia Vanderhall says:

    Thanks for the tips and insight! Gaining placement is all about building relationships, and this post proves just that!

    My Question | What is the best way to build that building a pitch request that gains interest and connects w/ the journalist?

  5. Kris Oster says:

    Hi Crosby … similar to Marie’s question … If you’re an author and want PR around your book launch besides actually sending them your book, what else would be in order?

    My book has a lot of experiential components like writing exercises, body movement, drumming, meditation. Could I schedule a workshop for members of press to come and “taste” what it would be like to work with the material in the book?

    Thank you!

  6. Nikki says:

    Hey Crosby,

    Especially loved this:

    “The minute the segment airs or the article comes out, reach out with a thank you email or voicemail. Do what you can to promote the media coverage to your customers and social audience. The better the coverage does, the more the journalist will be likely to reach out to you the next time.”

    I hadn’t thought of that, but it’s a total slap-myself-on-the-forehead moment for me.

    Thanks for the heads up and the great advice!

    My question about working with the media:

    >> How often is it “okay” to send out a pitch to the same outlet? <<

    xo

    :: Nikki

  7. Kristen says:

    Thanks for the tip – especially about email formatting!

    Right now I’m the one woman show for my brand – how much of my day should be spent on PR that will get me out there enough but not neglect the other parts of my business?

  8. Hi Crosby,

    Thank you so much for the HARO shout out! We really appreciate it!

    Best,
    Laura
    HARO’s Social Media Community Manager

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