Getting press may establish you as an expert in the business or industry. You can obtain access to people who can hire you as an employee, vendor, or partner.
However, getting press for a unique niche like licensed moneylender, like I-credit, is a bit different from conventional press outreach due to government ruling on advertising, as quoted by Victor H. But that doesn’t mean that there’s no way for you to work with a reliable press. There’s always one that will work well for you, depending on your industry.
To help you, in this guide, we compiled five tips for finding press for your unique niche:
1) Collect Contact Information for Editors and Journalist Relevant to Your Niche
Most publications list contact information for journalists and, sometimes, email addresses are included. But, if they’re not, you can work out the email format by checking addresses that are listed.
TV and radio producers, as well as researchers, are difficult to track down, but LinkedIn, Twitter, and other social networks can be beneficial. If you’re in doubt, call them and ask. But, if people are hard to get on the phone, make sure not to take it personally because a newsroom is a very busy place.
Avoid generic email addresses like features@ or news@ because, in most cases, they’re not checked regularly. Your goal is to take the name as well as the email address of someone who will decide whether not or to use your story.
2) Determine the Right Publication
Although Fast Company, Inc., Fortune, Forbes, and Entrepreneur sometimes overlap, each has a defining factor. Remember that pitching to one isn’t the same as pitching to another. Similarly, TechCrunch and Mashable may appear the same in some ways, but they differ in other aspects. Getting information on the different publications around should help you in deciding.
So, when looking for a press, make sure that you thoroughly understand the various publications together with what they’re publishing. Actually, if you cannot determine what the publications want, there’s a possibility that your pitch will be rejected or ignored.
3) Guest Posting
There are times that convincing someone to write about you is not easy, but that doesn’t necessarily mean that you need to stop sharing helpful things with others. Usually, a person’s expertise might be expressed better if they produce their own content.
Surely, being mentioned in media is a good thing, but the news is news while it’s new. In fact, by the end of the month or week, you’ll find that your moment had passed.
However, if you make a good guest post, one that’s actionable, informative, and offers real value to readers, it’s something that many will refer to all the time. You might even notice that your guest posts pop up on social media repeatedly or as resources referenced by articles of other people.
Guest posting may result in all kinds of benefits like:
- Connecting with the target audience by offering value upfront.
- Establishing expertise and authority in an industry.
- Building backlinks to websites to improve SEO
4) Know Who You Want to Reach
Identify whose attention you’re trying to get for your unique niche, use the various press as well as media channels to reach them. Bear in mind that, saying you want more customers doesn’t offer you direction and it’s vague. Make sure to determine a certain audience and subset of people related to your niche then build from there.
Although it takes a lot of work, the more certain you can be about your target audience and what they like, the more you can find specific kinds of press coverage for your needs. Publications have their own target audience as well, so it helps to know what these are to point you to the right direction.
When pitching stories, usually, you can expect journalists to get back to you after a day or so. Journalists always want publishable and informative content. Thus, if your stories are appealing, you shouldn’t have an issue. But, from time to time, particularly in smaller publications, stories and pitches may get lost in the shuffling.
Make it a habit to follow up rather than wait for the press to contact you. Remember, it’s all right to reach out to various journalists with your pitches, but be transparent and upfront about what you’re doing. Doing so prevents your contacts from feeling abused or betrayed.
As mentioned, finding a press is quite challenging, but if you follow the tips mentioned above, you’ll end up with a reliable and good press that’s best suited for your unique niche.