If you know what your company can add to the news, you’re one step ahead of all the others. Knowing how to make news with your company is key in getting coverage. What that means is being able to identify how your company and what services it offers ties in with current events, seasonal events and how to or profile stories.
As you read your vertical’s publications, look for how your busines might be profiled. Ask yourself questions like: What are the key things my business does in this arena as well, and that are covered in this article? How can I approach the journalist and give them more information in regard to what they just covered?
For instance, if you’re a manufacturer of home fire extinguishers then why not target the journalists that write about the home with a how-to press release or short article about how to purchase and test fire extinguishers?
The pitch would go like this:
Dear News person:
I liked the coverage you did last week on how to keep your home burglar proof and thought you might be interested in the future on covering what homeowners need in the house to be more prepared in case of a fire. We offer training and products based around protecting homeowners and would be happy to send you our training article on fire safety and the issues surrounding it.
Please feel free to contact us if you’re in need of an expert commentator during the fire season. We’re in the business of helping people prevent the calamitious damage that can occur during a fire. We would be happy to have you come to our office for a demonstration as well.
This one letter simply makes the journalists aware that they can call you if they need someone in a pinch.
I did a story recently on a plumber in the New England area whose company tripled in clients from viewers just seeing the plumber on a two part series in regard to flooding. People were so impressed by the valuable advice he gave that it spurred them to call him first when they had a plumbing problem.
Now go out and make yourself the expert!