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.
I think any business owner, brand, or marketer would love to have a great publicist in their corner. The problem? It’s costly and many businesses just do not have the budget. So, what do you do when you can’t afford PR? You do it yourself, right? Well, there’s another problem.
How can you master your PR if you don’t really know what to do? Sure, you know a thing or two. It can’t be too hard to make some phone calls or send an email here or there in-between other daily work tasks. Actually, there is a lot to it… good thing I’m here to help!
When I’m not acting as a publicist, I’m teaching business owners, brands, and marketers how to do their own PR. Now, I’m sharing my decade+ of experience in the media industry with all of you… well, everyone online at least. Check out Master your PR. This is an online course that covers everything! Want to try a bit for free first? Send me an email at Christina@MediaMavenAndMore.com.
And I mean ev-er-y-thing. I get into how to find your brands story, who to pitch it to, how to handle a crisis situation, how to get a ROI by using social media, and I even tell you personal stories about how I’ve earned brands major media exposure. With that, comes some videos, worksheets, and checklists to help you along.