What’s the biggest obstacle to securing national media coverage? Companies often struggle to develop a message, pitch, and story that will resonate with Tier 1 journalists. If done right, exposing your brand to a large audience – assuming it is the right audience – can result in stronger brand recognition as well as new business deals. There are a few things to keep in mind as you strive to place a national media opportunity.
Lean into News Attention
The ability to adapt your message and pitch to current stories in the current news cycle unlocks a wider range of opportunities to get in front of a reporter who will cover a certain topic. The pandemic is an extreme, yet instructive example of how companies seeking media coverage had to recognize that COVID-19 was going to dominate the national conversation. This was a challenge, but also an opportunity if your company has legitimate insights and contributions for businesses and consumers.
Craft a Timely Pitch
After determining a topic appropriate to engage with, attention is turned to crafting the message of a pitch. A timely hook and a captivating subject line are two pieces that should be used to grab the attention of a reporter. The body of the pitch should include relevant data and information that would be useful to an article and the conclusion should outline what is being offered to the reporter, such as an interview with a subject matter expert or CXO.
Locate Specific Beat Reporters
Another key aspect of upleveling messaging to gain national media attention is finding specific beat reporters. Aggregating a list of national media reporters from a large range of outlets is essential to find a reporter who will cover a story. Pitching to a wide variety of outlets allows for a higher chance of securing national media coverage. Once the outlets to pitch have been determined, searching for reporters who have very specific beats relating to what you want to be covered is crucial for getting a reporter’s attention.
Follow-up with reporters that have been pitched in the days after the pitch went out. Sending follow-up pitches to reporters the day after can bump the original email to the top of the reporter’s inbox and remind them of the information shared the previous day. Reporters often will not respond to a pitch if uninterested, but a follow-up email ensures the pitch wasn’t lost in the reporter’s inbox. Strike the right balance; be proactive but don’t beat a dead horse.
National media coverage is important for both brand recognition and business lead generation. Due to recognition of the impact Tier 1 coverage can have, it is always hard to secure coverage in national outlets. Tactics such as leaning into news attention, creating a timely pitch, locating beat reporters, and being persistent will help in securing businesses’ worthwhile press coverage.
To learn more about how Bluetext can help you uplevel your message, contact us today.
We’re now more than a year into the COVID-19 pandemic and admit it: you miss in-person conferences and events. At least a little. While segments of the country are inching back toward some sense of normalcy, it will be a while before thousands of people are gathered in convention centers and hotel conference centers again.
This continues to pose a challenge for traditionally face-to-face organizations that need to reach business, government, and consumer technology decision-makers. Additionally, it’s why many have been evaluating and participating in virtual technology conferences and events, or even shifting their own user conferences and events from in-person to virtual.
As your organization maps out its 2021 in-person, hybrid, and virtual event strategy, there are several considerations when it comes to investing time, money, and resources.
Is This Their First Rodeo?
Technology providers must determine if the event organizer has hosted virtual events in the past. If they are familiar with the virtual event landscape, it is important to determine what attendance and sponsorship looked like at the previous event and if the speaker lineup has been credible and on target. Determining past event involvement can also help speakers form expectations about participation levels. An experienced virtual event host suggests a deeper attendee pool and gives companies a glimpse at the event at hand by looking at past hosted events.
Pay to Play?
It is important for organizations to evaluate investment in sponsored speaking opportunities or sponsorships overall. Speaking engagements provide companies with a hard-to-come-by platform depending on attendance. Speaking slots with no fee associated can be competitive when you’re submitting with a pool of people to a program with strict standards. Sponsored sessions, on the other hand, are easier to get if you’re willing to pay for it, and give speakers more leeway on what they cover. Because of this, organizations should consider how the event host will drive attendance, especially now that travel doesn’t pose an issue, and how the conference content will be made available to optimize virtual viewership.
Try Not ‘Playing to Play’
When looking for opportunities, there are a few key things to consider before nominating a subject matter expert for speaking roles. Various event organizers offer calls for speakers when looking for guests to participate in panels at conferences. The submission form may offer a broad nomination for a general conference or may offer categories in which specific topics will be discussed. Categories narrow down the specificities of the topic the thought leader will be speaking about. It allows experts to delve deeper into the topic at hand and, in turn, highlights the speaker’s expertise. Finding the right speaking role is important, as is including the right members of the press to listen to a speaking engagement for potential coverage opportunities. Inviting reporters from trade publications specific to an industry, as well as national reporters who cover specific topics are valuable assets to optimize additional press opportunities and increase the overall value of the session.
Host Your Own Virtual Event
While industry events are all reeling from the switch from in-person to virtual, this may be the time to consider hosting your own virtual event – if you are not doing so already. There are more avenues now than ever before to bring customers, partners, prospects, and thought leaders together virtually. Even before the global pandemic, some potential event prospects were limited by the event’s location. With digital events, that is no longer an issue. All an attendee needs these days is a viable internet connection. The importance of convening has not gone away, we just had to change the way we approach it.
Bluetext Virtual Events are built on the idea that bringing the right people, information, and ideas together is what events are all about. Our platform was designed to feel as close to a real event as possible, rather than just another webinar, video conference, or live stream.
While some may see virtual events as a Plan B to in-person events, virtual events have brought new opportunities to a wider, global audience. Whether you are looking for the right PR agency partner to navigate the virtual and in-person event landscape or leverage our platform to host your own virtual event, Bluetext can help. If you want to learn more contact us today.