7 to 1.
Yes, given the time of year, those might seem like horse racing odds, but we’re talking PR pros versus journalists.
Journalists online are sharing they receive hundreds and hundreds of email pitches A DAY. They can’t possibly cover every story and there are only so many outlets available, especially in a local environment.
With an increase in media layoffs and the public getting their news from not just traditional sources, but social media and other online resources, how can you share your brand story and stand out? Here are five ways to share your story beyond the traditional pitch.
1. Take control of your own story and share it consistently across your platforms.
Long gone are the days when sending a press release was the only way to announce your company news or event and hope that an outlet would pick it up. Have something to share, and put it out there – become your own publisher. Here are some ways to do that:
- Create a strategy on how your news and events are best shared on your website, blog, newsletter and social media channels, while thinking about video, audio and image elements. Be consistent in your messaging and cross post everywhere.
- Utilize online calendars via local newspapers and event sites to promote events. These are often free, with paid options available. Create an event on your Facebook page. Post flyers and signage -- remember not everyone is online. Use tools like Canva, with many free elements, to help with templates and design.
- If you are sharing about a new hire, a new product, a new service, have pictures and videos to accompany the posts. A smartphone can capture great quality photos or video and with free editing tools on your device or online, you can do quite a bit by yourself.
2. Think about the power of social media influencers.
Find influencers that align with your mission, your audience and your budget. A quick Google search can tell you about influencers in your area or you can look at who is already following your brand/company. On some social platforms, influencers can reach out, saying they are interested in working with you, so monitor your messages.
- Ensure contracts and creative ideas are documented and signed off by both parties to ensure smooth transitions and a strong, trusted working relationship.
- Stay up to date with trends, regulations and guidelines around this type of marketing.
- Have fun! This is a place to really show your creativity and partner with someone who can add their valuable ideas and experiences surrounding promotions.
- Cross-post, tag, boost posts, run ad partnerships. The options are endless.
3. Ask your existing customers.
You have trusted and passionate customers that already respect and love your brand.
- Ask for testimonials or offer to make them part of a case study. You can share these on your website, blogs, in social posts, etc.
- Ask for proper permissions and add video, audio and images where you can.
- If customers are tagging you in posts, reels and stories, share them. Monitor what your engaged audience is already sharing.
4. Position yourself as an expert and engage your network.
Credibility gains trust and respect and there are so many outlets for you to share knowledge.
- Start a podcast or pitch yourself to be a guest on a podcast you love.
- Write a book or an e-book or ask to co-author a blog post.
- Look for events where you can speak or present a workshop.
- Send an email, schedule an overdue lunch or get on the phone with your current network. Get in front of new people but keep in touch with everyone. It’s not what you know...
5. Incorporate AI into your PR strategy.
AI is new and ever changing and learning and testing it is the first step in using it for good.
- Have ChatGPT analyze one of your pitches and see if it catches something you didn’t or gives you an idea you forgot.
- Have it analyze coverage of a topic ongoing so you know when to pitch and who to pitch.
- Use it in brainstorming or to aid in image creation.
- Ask it to look for stats or relevant material.
- Understand AI has its limitations and human editing, and research, is still needed.
Don’t forget about traditional PR. It's still an option and for some news and events, it’s the right play. When pitching journalists:
- Ensure you have a good story, a great story in fact, before you pitch.
- Know the journalist. Follow them online. Read their stories. Know what they cover.
- Have sources ready for an interview.
- Have images and videos available, if possible.
- Provide stats and fact-based research.
- Be a resource and build relationships.
Curious how to implement these ideas for your own brand? Take a look at the services page of our website for additional ideas.
See something that interests you? Our team at WordWrite is ready to help you craft and share a story that gets noticed.