How to Get Free Media Coverage for Your Business: PR and Communication Strategies That Work
November 4, 2019
If you are a business owner or leader, you have likely thought about how powerful free media coverage can be for your brand. Visibility builds credibility. Credibility builds trust. And trust is what ultimately drives growth.
But many people assume media exposure requires a large budget or a PR agency.
It doesn't.
The real question is not whether you can afford media coverage.
The real question is whether you understand how to position your message so the media wants to tell your story.
Start with a Story—Not a Pitch
As a journalist for more than 20 years as a reporter and talk show host on both TV and radio, I can immediately tell if someone has taken the time to serve up an awesome idea on a colorful platter.
Not to compare us to cavemen, but paint us a pretty picture on a wall, and we will be able to see your vision.
One of the biggest mistakes people make when trying to get free media coverage is leading with promotion instead of perspective.
Media outlets are not looking for advertisements. They are looking for stories that will resonate with their audience.
That means your job is not to pitch your business. It is to identify what makes your story relevant, timely, or meaningful to others.
What are you seeing in your industry that others are not talking about?
What insight can you offer that adds value right now?
This is where strong leaders separate themselves.
They do not just share information. They shape a narrative the audience cares about.
5 Simple Tips To Help Get Free Media Coverage For Your Business
- Make your emails visual. Don't just attach pictures on the bottom of your email; insert the jpegs right into the copy so journalists can instantly see your awesomeness.
- Time is money. Don't write paragraphs and paragraphs of information no one will ever finish reading.
- Bullet-point your message. Like I'm doing now. It's easier to read.
- Send or drop off a pack of goodies (everyone loves food!) to the station staff with your logo and a note to draw attention to your pitch to help cut through the clutter of emails.
- Think – how can I make it all VISUAL from the pitch to the final interview.
Creative Press Kit Ideas To Help Get Free Media Coverage
I've received a lot of press kits over the years, but a few have instantly grabbed my attention. This is an easy way to stand out and get your business seen.
Like the paint can from the Home and Garden Show packed with a flower seed packet with my picture on it. Or the announcement of Potawatomi Hotel and Casino's 25th anniversary, which came with a View-Master full of cool old pictures looking back at all the changes to the area over the last 25 years.
And the best example is the "Get Your Elf Down" here press kit for the Holiday Lights Celebration by Milwaukee Downtown. I love this pitch because the creators used mainstream media to further their cause and post on social media.
Local media people usually have a bigger following on social media, so engaging them engages more customers.
The Holiday Lights kit requested we put on the elf hat and take a "Selfie with our Elfie". They asked us to use the hashtag #Elfie and #MKEHolidayLights to share the picture on social media to let people know about Milwaukee's Holiday Lights Festival.
The journalist went for the pitch to be part of the community party too. Judging from the pictures and the Milwaukee Downtown's Annual Report, this campaign was a huge success!
Milwaukee's Downtown Report
• Kick-Off Extravaganza – Organized the city's largest holiday lights switch-flipping ceremony in Pere Marquette Park with 2,200 guests. Families were treated to live music, dancing, ice carving, a visit from Santa, a 10-minute fireworks show and free Jingle Bus rides, of which 464 passengers took advantage.
• Social Media – Utilizing Facebook, Twitter and Instagram, the festival was able to reach 941,735 social media users and generate 2,184,714 impressions.
Improve Your Interview Performance
But you can't stop there. Oh no! NO MORE BORING SIT DOWN INTERVIEWS…even for radio! Stations are constantly telling their listeners to check out their websites or Facebook pages, so you need to provide interesting content to grab their attention.
Newspapers have limited staff photographers and need your amazing pictures or video for their print and online papers.
Have a renaissance faire coming up? Wear costumes!
If you offer great kayaking and outdoor experiences, bring in the tents and kayaks.
If the experience you offer is too big to bring indoors, then shoot a cool video and give it to the TV or radio station to play during the segment or on their social media.
You get the picture.
Next time, from start to finish, ask yourself, "Are we being creative enough to grab more media coverage?"
Remember to throw a visual party for media and they will invite thousands of their closest friends.
Ready to Get More Free Media Coverage?
If you want to generate more free media coverage for your business and show up with confidence when it happens, this is where strategy makes the difference.
I work with leaders and businesses to refine their message, prepare for media interviews, and communicate in a way that builds trust and credibility.
Book your free discovery call now to set up a confidential consultation.
