You’ve come up with a cracking angle, you’ve written a press release to be proud of, but what comes next?

Securing media coverage is not just about sending out your release and hoping for the best. It involves understanding the media landscape and strategically engaging with it. Here's a friendly guide to help you turn that well-crafted press release into actual press coverage.

Know Your Targets

Start by identifying which media outlets are most likely to be interested in your story. Does your business cater to a local, regional, or national audience? Are there specific industry publications that cover your sector? Research and create a list of media contacts who report on your area or have covered similar stories.

Personalise Your Pitch

Journalists receive numerous pitches daily, so personalisation can make yours stand out. Reference previous articles they've written which are relevant to your pitch, and explain why your story would be of interest to their readers. This approach shows that you have taken the time to understand their beat and audience.

Timing is Everything

Timing your pitch can significantly impact its success. Avoid busy news days unless your story is relevant to trending topics. Check for editorial calendars, which might show when a journalist is covering a specific topic related to your business. Sending your press release at the right time increases the likelihood of it being noticed.

Follow Up, But Respectfully

Following up on your initial pitch is crucial, but it’s important to strike the right balance. Wait a few days after sending your press release before following up. A friendly reminder email or a brief phone call can be effective. Always be respectful of the journalist’s time and deadlines, and if they express disinterest, thank them and move on.

Utilise Digital Tools

Digital tools can enhance your ability to track the success of your press release. Services like PR Newswire or Business Wire offer distribution and tracking tools that can help you see where your release has been picked up, and who might have interacted with it. This information can be invaluable for refining future PR efforts.

Build and Maintain Relationships

Securing press coverage is often about building relationships. After your story is published, send a thank you note to the journalist and keep in touch with relevant updates about your business. Building a friendly, professional relationship can lead to more opportunities for coverage in the future.

Evaluate and Learn

Every attempt at securing media coverage is a learning opportunity. Evaluate what worked and what didn’t. Did certain types of stories or pitching strategies yield better results? Use these insights to refine your approach for next time.

Navigating from press release to press coverage might seem daunting, but it’s all about understanding the media landscape and engaging with it thoughtfully. With persistence and a strategic approach, you’ll see your business’s name in print before you know it!

If you’re looking for some help with getting your business in the press, then take a look at our small business PR services. From helping you to craft a single campaign to ongoing PR services, we are here to help.