Advertising
on TV, radio, and in newspapers is a tried-and-tested method of
garnering publicity for a brand or company. There’s one caveat,
though: even the shortest on-air spot or the tiniest print ad costs a
lot of money.
What if
there was a way for you to get free media exposure? As a matter of
fact, there is—provided you’re willing to pitch a story to a news
outlet. After all, these outfits are always looking for stories to
fill their airtime and pages, and if you pitch yours properly, they
may very well cover your business as a news item.
To help
you ‘sell’ a story to the media, take heed of these helpful tips:
Pitch
to the Right Person
Let’s
say you’re a beauty company that sells an organic brand of makeup.
If you’re going to pitch to a journalist, make sure it’s one of
the publication’s or station’s beauty, lifestyle or business
writers. Pitch your piece to a technology writer and he or she will
probably just ‘junk’ your email.
Don’t
Pitch a Product
If your
story is about how great your product is, editors and journalists
aren’t going to buy it—your story, after all, sounds suspiciously
like an advertisement. If, however, you organised an event where
underprivileged women were treated to a makeover (using your
products, of course), reporters will be more likely to pick up your
story. Remember: sell a story, not a product.
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