Are you annoyed that your competitor always seems to be quoted in the press? Regularly appearing on TV and radio?
Hey, you’ve probably forgotten more about your profession than he knows now. Why does he get all the limelight?
Simple. Your competitor stays in touch with the press through a punchy cover letter (now it is a email intro), regularly updated press kit, new story ideas that connect to stories in the news, on-going news releases that keep you on their radar, an occasional phone call to pitch a topical idea.
It’s not WHAT you know, but how well you package, get it to the right person and maintain that relationship.
Step one, the punchy email cover note alerts the editor why they should care, why their audience should care and how you can deliver the story on a silver platter for them.
Next, develop a press kit that includes a quick backgrounder on your company, your industry, a couple canned quotes, a handful of sources who can add insight and perspective – including an industry expert and a couple clients.
Additionally, draft three to six story ideas that would be of interest to your target audience. Something that is useful, entertaining or off-beat. Give each topic a snappy headline and a one sentence summary.
Keep news releases coming at them – at least one to two each month. Topics don’t have to be blockbusters. The focus could be a milestone (# of years in business, # of smiles generated), new product or service, key hire or promotion, new division, non-profit or community involvement, unusual customer scenario, human interest story, etc.
Last but not least, call editors and very succinctly show the better side of a story that would be right for their audience. Give them a could ideas, let them provide feedback. Keep in touch as to how your profession connects to new and current stories in the news.
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