From a traditional point-of-view, the journalists and reporters were in charge of media coverage. However, modern media coverage includes social media, bloggers, search engines and brands. In a time before, you had to make a pitch for the media to be able to get coverage, with a press conference. Until recently spamming press release online was considered good SEO.
Now, the formula for a good media coverage has changed, though brands and marketers are offered exposure like never before.
PR bureau influence
Influencing public opinion on a number of issues, again, traditionally was done by PR bureau. Main features of such a process are: informing people, persuading people, and integrating people with people. In this modern age, even more so, we are informed and persuaded by the same PR bureau, but the means of communicating the information to us have changed.
Media Coverage tips
Anyone can make a Facebook page or an Instagram. However for best results the press release or post must poses a strong pitch that will build relationship with consumers.
Pitching a story from the right perspective will persuade consumer you are helping them, making their life or job easier.
Study the online landscape for similar stories and be sure to know what stories and posts have been published, so your story will present a fresh and interesting piece. Do a Google search, social search … etc.
Factual data must support your story idea. Posting a story without data or third party analysis to back it up will have negative impact on your authority with a story. Invest time and effort into researching concrete data.
Pinpoint your audience using the specific media tools. Facebook for example will let you choose audience by entering region, age, sex and other data. This way you will be able to have the best impact from your media coverage.
Communicate with your audience publicly and be prepared to talk about previous posts that were made by influencers in your business niche. Keep an open mind as if you are talking to your best friend.
Choose an appropriate time when you are releasing the story, depending on your audience and time-zone. For many, the best time is to pitch the idea in the morning as it drastically increases the chance of getting read and possible action. Younger people are more active later in the day, so an afternoon or evening is better.
Length of the post or story should be adequate to the media it is presented on, though in general short is better than long. Be on the subject to the point, mindful of spacing, bullets, font size, photos … etc. Short and to the point is always good.
Tone of the story should be adjusted with the target audience in mind. While it may contain humor, make sure it is authentic and professional but most of all appropriate. For comparison check a high influencer in the same business niche, with the chosen media.
PR Optimization for a specific media requires that the headline and body must poses relevant keywords with a high chance of getting picked-up by Google search indexing in the future. For a clear guideline look for Google best practices with regard on press releases.
Quality over quantity means you are communicating storytelling, relevance, visual presentation. Journalists prefer press releases that feature assets they can include in their report, such as images, video, infographics… etc.
Standing out in the clutter
Internet offers old and new ways of communicating with market and the trick is to stand out over competition with higher quality content. This will lead your brand or business to positive media coverage.