Note to companies and individuals wanting publicity:
Except for relatively rare occurrences and when you have actual news, journalists aren’t going to write a story solely about your company and how awesome it is.
They’re just not – becase they’re not in the business of writing adverts.
But when you’re between news moments, there are ways for you and your business to earn a little coverage which don’t rely on hard news or that elusive glowing company feature.
- Roundups and trends
While a journalist might not be interested in featuring you and your company alone, they might be more inclined to explore the ecosystem in which your company lives and the larger, related trends in that particular business arena. Are you providing new ideas to grow the industry, for example?
Now you’re delivering a pitch that’s not all about you. And that’s refreshing. Instead, you’re pitching a trend in the space the reporter covers and in which you’re a participant and expert.
- Stats, figures and results
Does your product generate statistics? If so, you could be sitting on a treasure trove of pitch-able material. Your stats – and related analysis and presentation – can be news to the media that cover your industry’s area.
- Bylines
Are you an expert in your field? Have strong opinions about what’s happening in it? Decent writer? If so, putting together top tips for relevant outlets might make sense. The advantage here could be a byline, with a link back to your company or product page. Capture a few concise trends, send them to an editor and see what sticks.
But remember a few guidelines. First, anything you write needs to be original and unpublished elsewhere. Secondly, this is not your chance to write an advertorial. Nothing promotional, nothing self-serving. You’re writing this piece as a knowledgeable writer, not the CEO of your company. Lastly, adhere to deadlines. If you tell an editor you can turn a piece around in 48 hours, then you must get it to them within 48 hours. And make sure the spelling, grammar and punctuation is impeccable.