Make yourself an expert in the media

When it comes to reaching more customers and growing a business, being featured in the media for interviews or comments can be a great shortcut to success.

After all, media platforms have huge audiences so getting your brand on there can be a fantastic way to build the reputation of the business and will raise your profile as an expert source for the media.

Business owners look on with envy as rivals and competitors are featured again and again in key titles. They would dearly love to be featured too but don’t know how to do it.

The good news is that media outlets and journalists are always in need of content and comments from industry experts – and that could mean you.

After all, you are already an expert in your own industry and sector. Few others know the market as well as you do.

Now it’s time to stop hiding your light under a bushel and instead get your brand out there and start to build a media profile. Here are some tips on how to do exactly that:

How to find media targets

First, let’s start with the investigation process. Find out where your rival competitors are placing coverage and weigh up how you can fit into their publications.

If there’s a dream publication that you want your business featured in, find out which journalists have written similar stories before and decide whether their content will suit your brand.

Make a journalist wish list

Once you are clear on who you want to target, it’s time to get the pen and paper out. 

Don’t be hesitant to include journalists who have used your competitors' names in their articles. The featured brands may have secured media coverage before, but they don’t have that special ingredient yet – you.

Add them all to the list if they are suitable for your target audience and explore every type of national publication even if you’re doubting whether they’ll respond. Just go out there and do it.

Reactive comment

Have a look at trending news articles and think about whether the media story is relevant for you to respond to.

If so, deep breaths and take the brave step by emailing the journalist who wrote the article. Explain who you are, what your brand is about and how you can shine a light on the topic with your expertise.

Once you have been successfully used by journalists for expert comments then they will keep coming back to you. Eventually this will build your reputation within the media as an expert in your particular field.

Pitch yourself

Don’t be afraid to contact the media yourselves. Remember you are the expert and you know what you’re talking about more than anybody else.

Media outlets are seeking new content and going directly to them to get your business out there is never a bad idea. Just remember that if you want to get in your name in the article, then you can go out and do it. That dream publication may only be an email away.

If you’re unsure about how to build up media relationships, here’s another blog post about creating strong connections with journalists. 

Use social media to build a profile

It’s an effective strategy to have a strong presence on social media when contacting media outlets. Journalists may want to research everything about your company and this is likely to include your social media content.

It may be the icing on the cake to help your business secure media coverage over your competitors.

Of course, if you’re unavailable to spend the time necessary, feel free to contact us and we’ll have you covered.

© MOTIVE