Companies want to get their content published as a way to gain credibility. Credibility is so expensive that advertisements cannot buy it. It is usually achieved through public relations. Public relation is a broad topic, but we are going to talk about publishing for the good of the society in your field as a public service. This puts your name out there, the public starting to relate your company with solving problems, answering questions and simplifying complicated terms.
These are the steps to getting your content published.
Know your target audience, what they read and put your content there. Create a customer avatar a person who will buy your product or benefit your product in a positive way.
How to create an avatar;
- Who are they? Male? Female? Or both?
- What are their interests?
- What is their age?
- Where do they live?
- What do they do for fun?
- Do they use the phone more than the computer?
- Where would they be online? Go where they do and meet them there.
Create a media list
It is not always clear which publication is the right fit for you that is why it is crucial to create a media list. It serves as a lifeline to your press. It is essential that you keep the list updated as the media is always changing.
Start by; making a list of publications where you think your target audience is. How to find this go to Google use keywords that relate to your product. You should pick the most popular websites and add to your list. You can also twitter and check which news outlet is tweeting about your product. If a news outlet is covering topics about your product or even your competition chances are high that they will be interested in your content.
Some media publication do not allow information that is not written by their team. After compiling the medalist is crucial to vet the list and make sure the publications are in a position to publish your work.
- Go to the potential publisher and look at their editorial policies usually found in the about section
- Can’t see it then read through the website then check if the writers from staff or not.
- If they do not have guest authors remove them off your list
Do not pay for content it tarnishes your credibility when the reader finds out that you have paid for the content.
Uncovering what the publishers want
Wouldn’t be just fantastic to peek in the publishing list of a publisher on your media list and give them exactly what they want. What if I told you that this is possible? This is called an editorial calendar most publishers release them to plan to control their content for the entire year.
Find the editorial calendar for the publisher on your media list. Look at what they have on their schedule that is in line with your product. It is safe to pitch the idea three or two months before the date of set to publish.
- Check the about us section of a website, check the advertising section because editorial calendars were made as an advertising tool
- Use search engine search with keywords like an editorial calendar, the name of the publication and the year.
- If you cannot find the information online call or email them and ask if they have one the worst thing they can say is no.
- When you get a hold of this information use it to your favor check which topics you have in common and tie it to a time factor that makes the information even more relevant.
How to find emails and contact information
Through media list, you have the names of the reporter’s name that cover the same bit as in your product.
- Check the byline of an article the writer you are looking for has written it could be right under their name.
- Scan social media find their handle and look and check if they have their email written down. Check Linkedin profile for advice for contact.
- Look at the contact us page on the website check for the writer’s information and copy it to your media list in the column about writers.
- Find their personal website. It is a norm today for most writers to have personal blogs check the about me page and check for contact information
Make a call this is usually as a last resort to use whichever information on the website to call and ask for the reporter’s information.
Creating your offer.
We are subject matter experts sometimes we find it so hard to write because we deal with these on a daily. Before you start writing to ask yourself these questions;
- When people ask about your work what do they usually ask? It is those questions that people need answers to.
- Is your industry going through a significant change? Write about it, show how it will affect the people, share predictions and thoughts
- Do you disagree with what is happening in your industry
- Take a look at what people are talking about and write about
- Think about ways to get social and have industry conversations with friends. Sometimes we assume people know things that they usually don’t this is what you should be writing about.
Creating your abstract for the media
After you have created your media list, got contact, written down content do you just send your article to the publishers? REPORTS WANT TO SEE AN abstract a small piece of about 200 words it should include 4 elements
- Audience relevance
What the reader will get from your content clearly state your point of view and back it up usually they find a unique point of view very appealing
Get your content to tie into what is trending relating it to your product
Answers questions why should the reader’s care what problem are you solving for them
Credibility is the primary objective of getting published have one sentence of who are you and why the public should listen to you.
This is what you write in the body of your email when you attach the abstract. It is a sales pitch about getting the reporters attention.
- Say hello
- Introduce your content
- If it has timeliness attached to it, include that in the pitch
- Brief information about yourself for credibility.
- Do not use emoji’s
- Never demand a date for publishing your content remember this is a request.
- Do not attach the abstract into a document. Reporter hate attachment it means more work your work will be sent to spam.
When is a good time to send this email?
Let’s first talk about when to not send this email, avoid Tuesday after a long weekend or before a long weekend. The best time to send is Friday morning most deadlines for reporters deadlines are Thursday evening. Your pitch the first impression of you. Craft it well, and you will be published.
Follow up with email.
Reporters get over 500 emails a day do not panic if you do not get a reply to your email. Unless your content has a timely factor t it, then it is okay to wait a week before checking in. Carefully craft your email remember that you sent a request and you are politely checking if the information was received.
A trick to use is to give additional information as you are checking in to provide you with even more credibility.
When dealing with reports and the media, in general, be ready for rejection and sometimes no feedback at all. Try another reporter do not give up!
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