If you’ve ever witnessed a little kid birthday party you know about being on the wrong end of a person to person ratio. It’s a lot of noise with you begging, “For the love of sprinkles, someone listen to me!” Not pretty, but it’s exactly what’s going on in PR these days and company reps (and owners) are feeling it.
Recent data says that media relations professionals now outnumber reporters by nearly 5 to 1. With numbers like that the only way your company message is heard is if you’ve cultivated relationships with reporters. That way when you have news, there will be someone who can pick you out of the crowd.
Key to your development of relationships with the media is providing reporters, producers and editors with quality, dependable content in a timely manner. Your company blog is your best PR tool. Instead of trying to manufacture relevant company news for a press release, your blog can give you industry related news and thought leadership pieces to share with the media. It’s like a gift for a reporter covering your industry – but only if you make sure it has the nuts and bolts the media are searching for:
- Statistics and data related to your industry
- Information on new products, services or ways of doing business
- Tips and how to’s
- Human-interest stories that get the adrenaline (or tears flowing)
If you need some help getting your company blog going, click here for a free resource.
If your marketing team (and maybe that’s you also) has got the blog down, you’re ready to start connecting with media. Here are a few ways you can pitch your blog to the media:
1. Don’t push a mass release. Send an engaging personal email.