Want to be a better marketer and get more earned media? Here are three marketing tips to help you get more free press.
If you’re looking to get more free publicity and be a better marketer you have to understand what’s going on in the mind of a busy reporter. Hint: They never have enough time, so be smart when you pitch and do your homework before you hit send.
4 PR Tips to Get More Earned Media
1. Look at what’s been covered recently. Don’t pitch a story, or article or blog if it’s been covered in the last thirty to sixty days. First, you look like you didn’t do your homework, and second, unless you have a story angle that may be considered newsjacking, your pitch may end up in the trash. Well maybe. The delete button is easy to hit.
2. Pitch original content. Everybody loves an exclusive, content that hasn’t run anywhere before. It could be amazing content, well researched, and targeted toward a particular target audience, but if it’s been published before — it’s a no go. If you update it significantly, change the title, links, and position it with a different angle, you have a better chance. Sometimes it’s easier to create fresh content.
3. Get to the point. Don’t beat around the bush or write a novel. You’re not pitching War and Peace. Write your pitch or idea so that it’s succinct and clear to anyone reading. I received a pitch once by a scientific expert and spent 15 minutes trying to understand what he was trying to say. I like to give everyone the benefit of the doubt, but this was almost painful.
4. Be clear and to the point. Write short compelling copy that will persuade the person reading that this is the right fit. When you write, talk your copy out loud. Are you having a conversation or pontificating?
That’s it. Short and sweet, just like the perfect pitch for earned media. Learning the Art of Free Publicity isn’t rocket science, but it will fuel your visibility.