Pitch stories, not products
Every company — whether it makes widgets or sells consulting services — would love some media exposure for its products. The media is one of the fastest ways to expand public awareness of one’s products. And the more people that know about a firm, the greater its potential customer base.
But reporters aren’t obligated to write about a firm or a product just because the proprietor asked nicely. They’re looking for a good story.
So if you’re trying to attract a reporter’s attention — and hopefully some favorable coverage — remember to pitch stories, not products.
For instance, if you’re an insurance broker, don’t pitch a reporter on writing about why people should buy insurance from a broker. Instead, illuminate a newsworthy trend that the reporter may not know about. Then offer to explain that trend to the reporter.
Perhaps you have data showing that your clients’ insurance premiums have gone up an average of 25 percent in the past year. And that the companies with which you work are paring back their insurance offerings — or cutting jobs — as a result.
That’s a story that may be of interest to a local business reporter — especially if you can pair it with some ideas on how companies can avoid those high insurance costs.
And if that story is written, you’ll be the expert quoted.