Want Media Coverage? Here's Where You Need to Start
So, you’re eager to get media coverage for your business or organization, but you’re not sure where to begin? Well, many brands and organizations aspire to see their name in the headlines, but the path to achieving that can seem daunting. The key to breaking through? Start by making a name for yourself in your own backyard.
Start Local: The Power of Hometown Media
When it comes to media coverage, your best bet is to start local. Local newspapers, website, TV and radio stations are more accessible and often more willing to feature stories about their own community. They have a vested interest in highlighting local businesses, events, and achievements because their audience—your neighbors—cares about what’s happening nearby.
Local media coverage is an excellent starting point for several reasons:
Easier Access: Local journalists are often more approachable and open to pitches from community members. They want to cover stories that impact their readers and listeners.
Building Credibility: Getting featured in your local media establishes your credibility within your community. It shows that you’re making an impact where it matters most.
Creating a Foundation: Local coverage provides a foundation you can build upon as you aim for larger media outlets. It’s much easier to pitch regional, national, or even international media if you can show that your story has already resonated on a local level.
Consistency is Key: Keep Pitching Your Story
Getting that first piece of media coverage is just the beginning. To really make an impact, you need to be consistent. This means regularly pitching your stories, even if you don’t get a response right away. Persistence is crucial in PR. Journalists receive hundreds of pitches every day, so it’s important to keep your name in their inbox—without being pushy, of course.
When you pitch your story, remember:
Stay Relevant: Make sure your pitch aligns with what the media outlet and its audience care about. A story that resonates with a local publication is one that speaks to community values, highlights local success, or addresses issues that matter to their readers.
Craft a Compelling Narrative: Your pitch should tell a story that’s compelling, not just to you, but to the publication and its readers. What makes your story unique? Why should people care? How does it benefit the community?
Follow Up Thoughtfully: If you don’t hear back after your first pitch, don’t be discouraged. Follow up politely after a reasonable amount of time. Sometimes, it takes multiple attempts to get noticed.
Pitch Stories That Benefit Everyone
For your story to be featured, it needs to benefit not just you, but the media outlet, their audience, and the local community. Here’s how you can ensure that your pitch is a win-win for all parties involved:
Understand the Media Outlet: Research the outlet’s audience, tone, and the type of stories they usually cover. Tailor your pitch to fit their style and interests.
Focus on Community Impact: Highlight how your story benefits the community. Maybe you’re launching a product that solves a local problem, or perhaps your business is involved in charitable work that uplifts the community.
Speak to Multiple Audiences: Your pitch should be crafted to appeal to the media outlet’s audience as well as your own target market. Find the overlap between what their readers care about and what your message is.
Climbing the Media Ladder: From Local to National Coverage
Once you’ve secured local media coverage, you’ve laid the groundwork to climb the media ladder. National and larger regional outlets are more likely to take you seriously if you’ve already been featured locally. Why? Because it shows that your story has traction, and it gives you credibility.
Here’s how to leverage your local coverage:
Use It as Proof: When pitching to larger outlets, reference your local coverage.
Build Momentum: Continue to generate buzz locally while you aim for bigger outlets.
Expand Your Reach: As you move up the ladder, adjust your pitch to appeal to a broader audience.
Ready to Take the Next Step? Download Our Free Guide to Walking up the Media Ladder!
If you’re ready to start climbing the media ladder, we’ve got just the resource for you. Download our free guide, The Walkup Method, and learn step-by-step how to leverage your local coverage to secure bigger and better media opportunities. This guide is packed with tips, strategies, and insights to help you navigate the world of PR, from your first pitch to national headlines. It’s free, and you can download it instantly [here].
Don’t wait for the media to come to you—take control of your narrative and start building your brand’s visibility today. With the right approach and a little persistence, you can go from local hero to national newsmaker in no time.
