By Whitney Cowit, Business Wire Chicago
1. Invite the media into your “inner circle”
Reporters want broader access to both the C-Suite and employees on-the-ground. Invite the media to your facilities and introduce them to employees at various levels of your organization. Additionally, connect them with your customers so they can hear another part of your story.
2. Promote your experts
Conduct regular check-ins with reporters who cover your industry to see the stories and trends they are reporting on and to offer your unique viewpoint. Timeliness is key for most reporters and being proactive can help your team generate traction. This also establishes ongoing relationships that can benefit future coverage of your news.
3. Build an ongoing corporate narrative with positive news stories
Journalists generally view PR pitches with a critical eye, so gaining interest in positive stories is a tough sell. Your objective should be to build an ongoing cadence of positive news to generate momentum and spike the interest of reporters. For example, sharing unconnected stories about your business will not have the same impact as correlating your CSR efforts to your corporate culture and vision for growth.
Journalists are drawn to trend pieces and want to know how organizations provide solutions that address the issues facing their industry. Demonstrating how your products are being used in innovative ways could increase the potential of being part of the story.
5. Explore new outlets
Create a new audience by with journalists who have never covered your news. Are they writing about your competitors? Can you offer an alternative view on a recently published article? Part of doing your homework on these editors should include commenting on and sharing their work in advance of your pitch. Showing interest in their work may create relationships that can lead to future opportunities.
Business Wire’s dedicated media relations and sales staff are always happy to help with best practices and tips for reaching media. Got questions? Send them our way! Or click below to read more tips from Business Wire’s editorial team:
- Are your news releases making business editors happy?
- 5 things to stop doing to your press releases
- How to increase news coverage with an optimized press release [GUIDE]
- Tips for proofing your news release
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