How to Get More Media

Let’s just start with the premise that getting media attention for your company or writing for media is a valuable way to build your business. Now the question remains, how do you actually do that when you’re just starting out in business?

Here are 6 steps anyone can do right now (for free) to get more media for their business:

1. Begin by writing on your own blog

Often the editors will begin by checking out your current writing to get a feel for your style and subject matter. In this case your blog is your online portfolio that can be updated, personalized and shared with the world.

Best of all, there aren’t a lot of restrictions on what you can write!

Branch out from simply writing with videos, infographics, pictorials – anything that showcases your communication skills, scope as an expert and connection to your audience.

2. Do some research

One mistake I see a lot of people making is targeting “everyone” and being willing to write “anywhere” instead of approaching media strategically. Research the media outlets and influencers in your market. Fashion designers, real estate brokers, fitness coaches and software engineers all have different audiences and you need to get in front of the right ones.

When you have that list it’s helpful to set your goals on 1-2 partners to target at first. Don’t try to reach out to every editor or owner on the list because you’ll get overwhelmed and give up.

3. Become a resource

It’s helpful to remember that editors have jobs too – they need to find and publish good content! In the olden days of newspapers they literally had to fill the column inches either with advertisements, articles or classifieds.

In the digital world, editors need content faster than ever, especially with shrinking writing staff and short attention spans. But they don’t just want content, they crave good content which provokes a reaction, gets shared and gets eyes on the page. Why? Because page views mean more advertisers and money to pay the bills.

To become a resource you either need to know someone who can make an introduction (so ask within your network) or become known to them.

Now, assuming you don’t have a connection to the editor at Forbes, how do you do that? Well, my friend Adam Gilbert of MyBodyTutor.com started by sending well written, useful articles to reporters and editors – giving them permission to publish in full without giving him any credit.

Why would you do that? Isn’t the goal to get your name out there? Of course, but Adam realized that he couldn’t just email someone with the pitch to hire him or publish his article, he had to put in the work first to build trust.

Another strategy is to become part of the community, which is easier if it’s a smaller company (e.g. Not Forbes.). You may begin tweeting and re-tweeting their posts, adding valuable comments, write about why their audience rocks or how their authors inspire you on your own blog. In short, get noticed before you make a pitch.

4. Be prepared.

The Boy Scouts had this one right all along. Begin to build those relationships and keep writing your own blog but as you do, brainstorm and outline 3 or 4 posts that you know you can share that bring great value.

A few additional tips:

• Make them specific “How to do a follow up campaign” instead of “What is marketing?”
• But not too narrow “Instagram tips for SoCal surfers under 20” might be too specific
• Be flexible and willing to hear feedback
• Do your research if you’re trying to prove an opinion (before you pitch the post)
• Only write what you really know, no b.s.ing

5. Ask, Accept and Move forward

There’s going to be a point when you simply need to ask for the opportunity. Share your topic ideas, briefly describe your audience and expertise and link to your website. This email should be no more than 2 paragraphs long.

Sometimes they’ll say no. Accept it and continue building the relationship until they say yes. Some will say yes, accept graciously and work on the article they want right away.

Finally, 6. Follow through on your commitment every time

Remember how I share that editors have a job? Well you’re going to burn every bridge you’re building if you get the opportunity and then fail to deliver. This means you should immediately make time to take your outline and flush it out. Review it. Edit it. Read it out loud. Edit it again. Make sure it follows every guideline they gave you. Then send it in with your thanks, bio, photo and willingness to edit again.

If you follow this pattern then pretty soon the media will be coming to your door and you can begin to be more picky and target only the top partners.

To see over 100 examples of how a business can write for media and interviews check out our media page here.