The terms endemic and non-endemic may sound a little medical, but don’t worry, I’m not a doctor. We’re talking about media relations and why it’s important for athletes and teams to extend their public relations strategy beyond the sports page and into other relevant sectors of the media.
How to build a media list for free
Most agencies that provide public relations services subscribe to software that gives them access to a comprehensive database of all members of the media throughout the country.
These services, such as Cision or Meltwater, can be expensive and cost-prohibitive for very small agencies, in-house public relations professionals or small business owners trying to generate media coverage.
The good news is you can survive without these expensive services, especially if you are building a media list for local media pitching or even just light national pitching.
Ways to Scare Journalists (Not that you would want to do this...)
We’ve written about the best ways to follow up on your media pitches. This list is the opposite of that. These are the worst things to do after you pitch. Please don’t do these and tell your friends and colleagues to avoid them as well.
We’re writing this on Halloween, so pardon the pun, but following this list is an easy way to scare a journalist or have a reporter ghost you. Some of these are obvious no-no’s, but there are several we see all the time that are still not great ideas.
How to follow up when courting the media
So, you’ve sent out a press release or a pitch to the media and you know it’s a story they will want to do. You’ve made it relevant, provided editorial context and you know it’s newsworthy, but you haven’t heard anything back. Now what?
Knowing when and how to follow up on public relations efforts can be key in helping you find success in placing your story.
How to know if your news is actually newsworthy
This scenario happens all the time - your company has what you think is big news to announce so you draft a press release, send it to the media and nobody covers it.
It’s beyond frustrating when this happens but the question you should ask yourself is why didn’t the media care? It’s probably because while you thought it was newsworthy it really wasn’t to the media.
So how do you avoid this disappointment in the future? Here are a couple tips:
Why Editorial Context Matters in Public Relations
When trying to get the media to do stories on your business (or your client if you work at an agency), the best path to success is developing a story idea that has depth and will appeal to the audience of the targeted media outlet.
However, a shortcut method to generate media coverage is to come up with a “gimmick” that the media will salivate over. For example, when your local doughnut shop offers free doughnuts and the media covers it.
While the strategy of coming up with a gimmick works, it’s important to build editorial context around your pitches to the media. In other words, you need to make the story newsworthy in some regard.
Four Essential Steps for Gaining Exposure Through Newsjacking
The window for newsjacking opens quickly and closes just as quickly. That’s why it is incredibly important to be prepared to take advantage of opportunities when they arise.
Here are the four essential steps for gaining exposure through newsjacking:
Newsjacking: The 5 Stages of a News Story
There are several ways to increase your brand’s exposure through earned media, but one of the most effective ways is through newsjacking.
Newsjacking is the process of inserting your brand into a trending conversation whether through traditional media or social media. But before you can become an expert at newsjacking, you first need to know the five stages of a news story.
Newsjacking: The Essential Preparation Guide
Have you ever been sitting at home watching a major event when a significant newsworthy moment happens? Most of us turn to social media to see what other people are saying about what happened so we can become more informed and join the conversation.
3 Reasons Earned Media is More Important Than Ever
It’s one thing to tell your own story, it’s completely different to have a third party tell your story, which is one reason why earned media is more important than ever.
What exactly is earned media and why is it so important? Earned media is “free” exposure for your brand using public relations to reach out to the media to tell your story, whether it’s company news or newsjacking a trending topic.
The strategy of earned media is not new, but it is more relevant than it ever has been. Here are three reasons why: