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If you are a midsized or B2B company you probably are deeply aware that getting “ink” these days is next to impossible. There are fewer publications, fewer reporters, fewer editors, and the publications that are left produce a lot less story content. Yet, editors are desperate to find interesting content. What gives?
Click to Tweet ★ How To Get Your Company More Press Coverage ★
Rick Merritt is one of the few technology editors that has survived the “Great Editorial Constriction.” In fact, he’s doing very well. I asked him, “in this new reality, how can a business get his attention and garner a few of those highly prized column inches?”
Rick* noted that there are several things to keep in mind that can give you an edge when trying to get an influential reporter’s attention.
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5 Things To Help You Achieve The Lion’s Share Of Press Coverage
- Understand that readers and the press are in information overload. Reporters want information that helps contextualize news stories. Keep that in mind as your guiding principle.
- Know upfront that reporters are not looking to get pitched on an individual story. Your company’s your product or upgrade? Fahgettaboudit. It is not a good use of your valuable time or theirs. Those days are dead; a long shot at best.
- Focus on internal experts that are interesting. Reporters want access to very smart people who will talk candidly about things that are really happening. They want experts talking about what they know. Not about what they sell, or who spew marketing/corporate speak.
- Pitch story ideas at the industry level. A new market, a new technology, a new wrinkle that will become disruptive to more than one company.
- Go for the kill. This is your chance to put a check mark in the win column: Reporters want to know: Who can I talk to? What do they know? How candid of an exchange can he have with the expert? In short informative sentences let them know why your expert is a must-interview by answering those questions.
* While Rick made all these excellent points, I have taken some liberty with the wording. I have no doubt that Rick is sharping his big red digital pen as I type this. ;-) However, you can hear his exact words in this video.
Interviewed: Rick Merritt Editor at Large, EE Times
This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.
About Steve Farnsworth @Steveology
Social media, communications, and content marketing for technology companies. Strategy and implementation that generate leads, builds customer loyalty and word-of-mouth buzz. Contact 650-331-0594 to increase your market position and sales.
Steve Farnsworth's Old Blog 
adigaskell
August 31, 2012
I think it helps to be on top of the latest trends as well. Yesterday for instance there was an interesting story trending about how board level positions are filled. I gave my thoughts on it via a blog I guest at, and it was picked up by the BBC who asked if I’d join a panel discussion on it (they asked via Twitter).
Shows what can be done with social media.
Andrea Gregoire (@Vision2Voice)
December 5, 2012
I agree. It proves that one of the most valuable things about social media is the ability to listen and then be part of the conversation in a meaningful way.
Steve Farnsworth A.K.A. @Steveology
August 31, 2012
That is a great example! Thanks for sharing it.
Cendrine Marrouat (@cendrinemedia)
August 31, 2012
As a journalist, I absolutely agree with this excellent piece. I receive so many pitches about new products and upgrades, but barely ever am I asked: “I can put you in contact with such and such, who will give you insights into the industry of this particular product.” A lot of companies do not understand that reporters have no time to waste. Then, they keep bothering you if you don’t answer.
I personally don’t want to know how much your product or your company rock. This won’t get you coverage. I am more interested in the potential for connecting with me and my readers.
Thank you for writing this article, Steve!
Ted Rubin (@TedRubin)
September 1, 2012
Great post Steve… thanks so much for sharing this wisdom. Very much like all we do with creating relationships… make it relevant and add value!
Steve Farnsworth A.K.A. @Steveology
September 1, 2012
Thank you for saying that. It means a lot coming from the Author of http://www.tedrubin.com/! Cheers, S
PR Pret-a-Porter
September 3, 2012
Reblogged this on PR Pret-a-Porter.
Steve Kayser (@SteveKayser)
September 4, 2012
Good post, as always Steve (did you crib your name from me — or me from you/). However, I find that making horrible stupid blunders using social media can get you tons of press coverage as well – I tried to monetize that approach once and had trouble attracting clients. (PS – what plugin created those red-letter callouts? Good stuff!)
Steve Farnsworth A.K.A. @Steveology
September 4, 2012
Do you mean Steveology? I tried finding a new Twitter name a few years ago. I used several name generator and saved the ones I liked. My list had hundreds of names, most of which just sucked or were stupid. I was lucky I think. (If I miss understood your question, and I think I did, let me know.) :-)
The call out for subscription is not a plugin. It is HTML code I drop in. Fell free to barrow it. I think I did from somewhere else.
You should be able to copy this and paste it into an HTML editor and change the text and links.
socialmedianinja.com
November 7, 2012
I don’t even know how I ended up here, but I thought this post was good. I do not know who you are but definitely you’re going to a famous blogger if
you are not already ;) Cheers!
Steve Farnsworth A.K.A. @Steveology
November 7, 2012
I am but a humble blogger, but that you for your kind words! Cheers, Steve