How to Secure Media Coverage Without A Press Release

By Sian Yewdall
Woman Rising Magazine

According to the latest research our attention spans have reduced by 4 seconds over the past decade. Can you blame it? When you can skip an intro, jump to the next episode at the tap of the finger or book a car service in less time it takes to ask Siri ‘what’s the meaning of life?’, it’s little wonder we expect things in an instant. Now put yourself in the shoes of an Editor or Journalist who is bombarded with a million and one requests for an article. Chances are they might not open your email at all, let alone read all the way to the end of your press release. Let’s get real here, unless your name is Megan Markle and your headline includes the phrase “is excited to announce the birth of…” your old-school press release is most likely not the most effective tool to gain attention.

So how do you cut through the noise and stand out from the crowd to secure valuable media coverage for your business?
Here are 5 savvy tips to help you let go of the need for a press release but still sky rocket your business:

1. Focus on the pitch first

In my experience many small business owners invest money in to hiring a savvy PR professional to craft beautiful words on a page to announce their product, service or {insert angle here}. However, the focus should be on the pitch itself. Get the media’s attention in your article and then – if necessary – write a press release to provide additional information and quotes. Don’t waste your money on having a release written if no-one wants the story.

2. Know Your Media’s Needs

Just like cars, media outlets come in all different shapes, sizes and savviness! What type of stories do they run, who do they talk to, how often do they publish articles and who do they talk to? This will empower you to develop the right pitch to suit their audience and their needs. Trust me when I say when you can make their job easier, the likelihood of having your story run is increased!

3. Try 140 Characters

A large majority of media outlets and journalists use Twitter to stay on top of what’s trending. Meet them where they hang out and pitch your idea via a DM in 140 characters. Link to your site or add an image too. Not only could you successful grab their attention but it’s a less formal dialogue than email and instant.

4. Offer An Exclusive

The downside of a press release is that it screams NOT EXCLUSIVE. Media want to be the first ones with a good story, so they are more likely to be interested in running an article their competitors don’t get. So make sure you offer them a valuable story that will appeal to their readers, and let them know clearly that it hasn’t been run elsewhere.

5. Be Prepared

Once you pitch an article make sure you’re ready to be interviewed or are available to provide more information as soon as it’s requested. If you have to get back to the Editor in a week or two once you’re available to talk, they could forget about it or run something else. When media react you have a window of opportunity so don’t let it go!

Sian Yewdall
Woman Rising Magazine

Sian Yewdall is the vibrant, fun-loving Founder of The Woman Rising Network and Editor-In-Chief of Woman Rising magazine.
After 15 years of developing her PR & Marketing career in Sydney, Brisbane and London Sian moved back to her childhood home of Townsville in 2015 to raise her family.