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This is a simple truth. Companies like yours have great stories and expertise to share. And that’s why they’re ready for media coverage. Similarly, press coverage is extremely valuable for SEO, brand awareness, marketing materials, and overall credibility.
Here’s how you can increase your organization’s visibility, increase your impact, and help more people.
Related: Yes, you can still get organic media coverage — and here’s why you should
1. Focus on specific expertise
This is very simple in some cases. While your financial institution will cover everything related to money, your gym franchise may be your go-to for fitness tips.
However, sometimes you need to be a little more creative. For example, we cover everything from basic martial arts internal martial arts to stress management tips, productivity at work (Tai Chi principles can help with this!), and balanced walking. We work with experts in
By creatively leveraging the expertise we offer, we can reach more areas. Typically, a company’s mission can be translated into several different pillars of serviceable content for media.
2. Get a qualified spokesperson for your company
First and foremost, journalists look for certain letters behind an expert’s name. These could be PhD, MD, CPT, CCWS, RDN, or a wide range of other qualifications.
If you are the CEO of a company but don’t have certifications in a particular area of expertise, consider passing the media baton to someone in your company who does, or hire a public relations person for that purpose. Sho. For example, many produce companies employ her RDNs to comment on healthy eating topics.
Make sure your spokesperson is knowledgeable about how to translate complex science into language that is easy to understand for everyday media consumers. If a source’s citations are filled with jargon or awkward terminology, journalists are less likely to come back for further interviews with that source.
Try to strike a balance between conversational and detailed quotes. Spokespeople want their soundbites to have personality, while also getting to the heart of the topic in a meaningful way. If it is vague, the citation will be weak and it will be less likely to be published.
Related: This is the biggest factor keeping companies away from media coverage — and 3 ways to fix it
3. Do research to support your claims
If your company’s spokesperson makes a claim like “pine nuts can help improve heart health,” journalists will likely look for specific research to back it up. You can help by providing them with your findings.
However, ideally research should be free of conflicts of interest. That means we’re not funded by, say, a pine nut company. While it’s great that private companies can fund research that contributes to the scientific literature, journalists are generally encouraged not to report on research sponsored by entities that may have a conflict of interest ( Or at least make their affiliation clear in the press).
It may also be helpful to invest in infographics to translate important information your company wants to share. Infographics help you translate complex data, providing a valuable asset to publish to the media and benefit your readers. At the very least, it will make it easier for journalists to understand key data points and convey them in their articles.
4. Tell your story with vibrant colors
Many companies have great stories about why they started their business, but at the heart of it is usually a passion for helping others. These can create beautiful long-form features that go beyond expert quotes (combining both is perfect for your company’s media portfolio).
Your product or service is what your target consumers will buy, but it’s your story that attracts them in the first place and encourages them to remain loyal customers.
In your PR efforts, be sure to show why you were trying to make an impact and how many people you helped as a result.
Related: 5 important things you need to do before starting your PR campaign
5. Give journalists first-hand experience
Journalists are offered everything from free DNA testing kits to press trips around the world. In this industry there are usually many opportunities to try out services and products.
But first, reach out to journalists and build relationships (or hire a PR team to do this for you). Not only is it expensive to blindly send samples of a particular product, but you may also need to build a bit of rapport with journalists before trying it out.
For example, if you offer a biological age test to journalists, they might not feel comfortable participating unless they know you and your team well.
You can have lunch together or join a video call to chat face-to-face. Public relations is built around relationships, and if you can combine strong public relations with a great story and expertise, you’ll be set up for success in the media.
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