How do you get the media interested in your topic?

Inspiring a topic we are working on is a key skill for the person responsible for promoting a brand in the media. However, journalists are not easy to reach.

Whether you are working on behalf of an individual, a company image or a product, you will not get your message across if you do not take a few important things into account. Be aware, however, that editors receive hundreds of messages every day, so if you limit yourself to sending an e-mail, the chances of your topic being picked up are slim. Here are some useful tips.

Morning dispatches. It is best to send e-mails between 6 a.m. and 8 a.m. This is the time with the highest probability that our message will be displayed to the journalist first. This is essential, because in order for a prepared material to be used, an editor must first read it at all, while the lion's share of e-mails sent is ignored by journalists or even unnoticed, getting lost under the wave of subsequent ones. Also avoid mass mailing to a larger group of addressees - everyone wants to be treated exceptionally, and knowing that other people besides us have also received an e-mail, we are unlikely to want to use such exploitative material.

Choose wisely. Sending out press releases on a mass scale is neither optimal nor conducive to establishing good relations with journalists. It is better to spend more time finding valuable contacts, i.e. editors who cover topics close to you, such as consumer advice. To do this, it is best to use Google, search archived publications to see if someone has already covered the issue or could potentially be of use to them.

Refine the material. It is worth considering what can be done to increase the chances of the text being used. This can be done by adding a local theme, as journalists are most interested in information from their city. Use the opinion of a local expert, make a reference to a particular event or place, or enhance the material with unique photos.

Talk. Without telephone contact, we will not be sure that the journalist has seen what we have prepared for him or her. If we have provided really valuable information, it will be easier to convince the editor to publish it. At the same time, it is important to remember to respect the other person - journalists often do not have time to read the e-mail right away, ask for a call back or are simply elusive. Patience and kindness are the qualities that can yield the best results.


Text author: Kornel