It’s 2016, and your company or organization is ready to share all of its great stories, events and news items with the world! Ok… maybe you just want to focus on the Milwaukee market. Either way, how do you get media coverage in a world where content is being produced non-stop?
You could use a database to create a huge media list and push out news releases hoping one of the hundreds of contacts picks it up. Or, you can push out news releases through an online wire service―with the same aim. You’ll get results, but are they the right, or best, outcomes?
At Bottom Line, we use a strategic, highly targeted media relations approach to help our clients reach their objectives―whether that is to raise awareness of a product or service, position an organization as a thought leader in its particular industry, share the benefits of community engagement or announce significant news.
Our targeted approach gets our clients in front of the right reporters and editors―whether they’re online, broadcast or print―with a compelling pitch designed to prompt them to learn more.
Here is our unique approach to media relations in a nutshell:
1. We understand our client’s end game. It may be something as small as increasing the number of visitors to a specific landing page. Or, it could be a loftier goal, like raising millions of dollars for a new building or program. No matter what it is, we build our media strategy around the desired outcome.
2. We find publications, reporters and non-traditional outlets that support the client’s mission and aim for the desired outcome. Our media lists may not always have hundreds of contacts, but our lists will include the right contacts―the journalists who will connect most with our pitch, and who will be most likely to share the story.
3. We individualize every pitch. Our customization of pitches goes beyond inserting the name of a reporter, editor or producer in the email greeting. We match our pitch to an outlet’s content and a reporter’s beat, consider the angle each contact or outlet would be most interested in and offer extras like interviews, video and photos, to make their job as easy as possible.
4. We follow-up―it’s crucial. Think of all the emails you get in one day. Reporters receive that many, and many more. Sending a follow-up email is often just the reminder they need to get back in touch with us. We also make follow-up calls to confirm receipt of our original pitch, and share information about the story in detail. This approach tends to be more personal and persuasive.
In 2016―another year of changes in media―consider talking with us to learn more about making media outreach work for you.