Let's Give 'em Something to Talk About: Get Covered by the Media
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The document outlines strategies for achieving media coverage for a brand, emphasizing its importance for legitimacy and customer engagement. It highlights the distinction between traditional and digital media, and offers practical steps for garnering media attention, such as building relationships with reporters and presenting a polished brand image. Additionally, it discusses how to leverage media coverage effectively, including thanking reporters, promoting coverage through various channels, and using accolades in marketing materials.
Let's Give 'em Something to Talk About: Get Covered by the Media
- 1. Get Your Brand Covered in the Media
- 2. Here’s What We’ll Talk About  Media Coverage – Do You Need It?  Who’s Who in Media?  How To Be Seen – Steps To Get Noticed by The Media  Look At Me – But Don’t? The Art of The HumbleBrag  Now What? Leveraging The Media Coverage  Takeaways
- 3. Why Do I Need Media Coverage? I Saw You On TV! • Media magnifies our marketing message. We all have a marketing message. What is yours? • Media coverage legitimizes our brand. • People like being a part of the “in the know” crowd. Media provides the clubhouse. • Media allows us to indulge in the humblebrag by letting someone else sing our praises. • Ultimately, media brings customers to our door – whether the threshold of our online content our the physical door of our businesses. It drives revenue.
- 4. The media channel determines how you go about getting coverage. Traditional Media Outlets: • Television • Radio • Newspaper • Magazines Traditional vs Digital Media – It makes a difference
- 5. The media channel determines how you go about getting coverage. Digital Media Outlets: • Blogs • Social Media Pages (Facebook, Instagram, etc.) Combination Coverage – #IssaThing, dahling! Traditional vs Digital Media – It makes a difference
- 6. Reporter information!! Build meaningful, individual relationships with reporters. Get to know the media gate-keepers. What is this reporter’s interest? How does covering your brand further that interest? Go for QUALITY over quantity – EVERY TIME. Reporters leave calling cards – everywhere! It’s their job. You can easily get a reporter’s contact information from previous work. Reporters are humans – looking for human-interest stories. Share the HEART of your brand.
- 7. HOW TO BE SEEN: Steps To Get Noticed by the Media • Get polished – VISUAL IS KING • Update your website • Take professional pictures • Have an organized and professional social media presence • Establish yourself as an expert in your area • Create your own niche • Take advantage of “newsy” trends or viral events. What is your unique take on something happening right now? • Create a local feel on something happening on a national level.
- 8. Show Your Personality! “A little personality goes a long way.” (Jean Chatzky)
- 9. The Human Factor – Leading With Your Heart • Adopt the CSR (Corporate Social Responsibility) principles to your brand • Show the passion behind the numbers • What makes your brand stand out? How do you make people’s lives better/easier/more fulfilling? • Being able to communicate that with media outlets vastly improves your chances of being covered from a human-interest POV.
- 10. The Art of The Humblebrag: “To be successful in business you don’t just need a great idea — you have to sell it. Don’t be afraid to sell. Don’t think of yourself as anything but a marketer.” - Susan Sobbott
- 11. Should I Be Bashful/Boastful?  Be conversational. Rather than listing your accomplishments or why the media should cover you, tell a story. Weave a scenario where you share your unique highs and lows you’ve experienced while building your brand.  Facts tell; Stories Sell  Promote your tribe. Give credit to the people around for helping you become the raging success you are. Avoid overusing “I”  Be Relatable – How did you attain this stratospheric success and how can the average reader/viewer/listener attain this as well?
- 12. So, You’ve Been Covered? Yes! NOW WHAT?!
- 13. What’s a laurel? Maybe a laurel’s a good place to rest” – Bring It On - Thank you goes a long way. Always thank the reporter for covering your brand. Share how you felt about the coverage and how it has already impacted your brand (traffic to blog, sales, visibility, etc. - Use social media platforms and more traditional forms of marketing to extend the life of your media coverage. On your website: Have a repository of media coverage on your website so anyone who digs around for more detail can check it out. Scan print coverage and link websites and video/audio content where possible. If the coverage is behind a paywall, ask the media organization for permission to republish relevant parts. If you have a few prestigious outlets under your belt, host a section on your home page that says: “As seen in…” with the logos or names of the outlets.
- 14. What’s a laurel? Maybe a laurel’s a good place to rest” – Bring It On On your advertising: If an expert or a journalist has said something positive about you, your product or service, ask permission to use a quote on your advertising material or packaging. Books often have cover quotes, and theatre posters use selections from reviews to promote a show: you can do something similar. On your collateral: Having a link to the coverage in your email signature— “Featured in…”—is unobtrusive but could prove helpful, for example, if you’re approaching a new client who wants to do some research on you. If you’re regularly featured, consider including a line or two and the media outlet’s logo on your business card.
- 15. “Go forth and get that coverage, like a BOSS.