Regarding media exposure, I’ve had this conversation many times:
You: “I think I have a great product, but no one knows about it.”Me: “Do you have someone handling your public relations?”You: “We looked into it, but it’s so expensive. We’re just trying to do it ourselves for now.”Me: “Well, what are you doing?”You: “We post on social media and send out press releases, but it’s like people still don’t know we exist.”
Well, if you want to know why you’re not earning media exposure… maybe it’s because you’re not making yourself, your product, your service, your business, or even your brand newsworthy.
1. You’re not earning media exposure because you are sending a press release.
Before I start working with most clients, the words “press release” are usually spoken in the first 10 minutes… and not by me. I don’t like press releases, but many small business owners insist on me writing them and sending them out. If this is what you’re doing, this is why they may not be working for you:
Your press release is too long
Your press release is boring
Your press release is complicated
Your press release is not newsworthy
Your press release is too evergreen
2. You’re not earning media exposure because you are reaching out to the wrong people.
Earning media coverage is hard. Because it’s not only free, but much more effective than advertising, small business owners want it for their brand. Many times, this means pitching anyone and everyone in the media industry with an email address. This is not effective. When I was a TV reporter in Miami, I would receive pitches that included a topic in a different market, a topic I have never covered before, a topic that would never be covered by the TV station itself, and the list goes on.
3. You’re not earning media exposure because you are promoting your brand too much.
While some media coverage may end up being seen as a great commercial for a brand, it should never be pitched this way. Remember, the job of a journalist is to tell a story that will educate, entertain, and evoke some kind of emotion in the reader or viewer. If your brand isn’t doing that with a pitch, then it’s time to go back to the drawing board.
4. You’re not earning media exposure because you are not trying hard enough.
Very rarely does a member of the media come to you. If one does, consider yourself lucky and that a rare occasion. Journalists work 24/7 – at 2:00 am, on Christmas morning, and many times in a few different cities in just a couple of days. It’s not a 9-5 job, so you cannot treat your outreach like it is.
5. You’re not earning media exposure because you are not ready.
If your website is not up and running or if your product is not ready for distribution, then you are not ready to earn media exposure. Unless you have a solid business plan with something to see, people to talk to, and documents to share, then you need to do more on the business side before trying to earn exposure in the media.
Now that you know what’s not working, why not try some things that work? In this free e-mail course, I’ll teach how to right some of these wrongs.
Don’t get me wrong, I love stock photos. I could look at them all day long. One of my favorite things about blogging is choosing them, but I should focus on them less… and you should too.
It’s no secret using images in branding increases… just about everything – clicks, open-rates, sales, engagement – I could go on.
Photography is very important in branding. Images can say so much more than words. Plus, people are visual. We like to see things! Posts with images get more clicks for a reason. Whether it be for yourself or your business, you need to use images in branding… personal images, not stock photos.
I have some stock photos for branding on my website, social media, and blogs. But do you know what works better? Using your photos for branding.
I’m in the process of updating some of the images on my website, social media, and marketing materials to show my audience more of me and my brand. I recently teamed up with Sally Butanowicz of Timed Beauty in South Florida to get some more personal, branding pictures done. For these pictures, I chose a red dress (because the Media Maven color is red) and two graphic t-shirts (because I love graphic t-shirts) that basically spell out what I do – public relations and blog.
This is why I think you should start saying no to stock photos… not all of them, just some of them:
Your brand’s personality
Even though stock photos are beautiful, they are common. They tell the story of your industry, but not your brand because they don’t show you, your product, your service, your customers, your clients, etc. Pictures say a lot, but personal pictures showcasing your brand say more.
Your marketing materials
People do business with people they know, like, and trust. Because of that, you need to show them that person, whether it be the people behind the brand or the person who is the brand.
There is no competition. Anyone can use a stock photo, but no one can use a picture of you or your business. That’s your brand. It’s what sets yourself apart.
It’s all about the images and this infographic explains it perfectly. (It’s an image. Shocker.)