Mastering the Media: 5 Steps to Consistent Brand Coverage

Getting seen is a term that's hard to define, isn't it?

There's the visibility - what you're doing organically to bring in leads + customers.

But then there's publicity - getting more eyes on your business to establish trust + credibility + being seen as THE expert in your niche.

Securing consistent media coverage for your brand is a powerful way to increase brand awareness, establish credibility + reach a wider audience.

I would even say it’s one of the most important things to getting your brand out there – in creating the visibility your brand needs to withstand the test of time.

However, with the ever-evolving media landscape, it's important to have a strategic approach to ensure your brand gets the attention it deserves {rather than working hard organically + always chasing the next sale}.

Unlike what most entrepreneurs believe when starting out, it’s not just about sending out the same old press releases or pitches every day. It's about fostering genuine connections + establishing trust.

Building strong relationships with media outlets + journalists is crucial to securing consistent media coverage for your brand for the long haul.

So, together, in this blog post, we'll explore the best 5-step approaches to getting consistent media coverage + ways to help boost your brand visibility {that have worked for me for years}.

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Step 1: DEFINE YOUR TARGET AUDIENCE + MEDIA OUTLETS

The first step in getting consistent media coverage for your brand is to define your target audience + identify the media outlets that align with them.

Understanding your audience's interests, preferences + demographics will help you select the right media outlets to target.

One of the worst things we can do is have an approach of, “Let’s just send this to anyone + everyone around,” because that not only can lead to burnout, but it can actually hinder your credibility within your media community {aka you waste people’s time because you're pitching a mindset piece to Inc + it's a terrible fit}.

What you want to do is conduct thorough research to identify relevant media outlets + journalists who cover topics related to your brand or industry.

Look for media outlets that align with your target audience + have a significant following.

Research journalists who have written about similar topics in the past or have expressed an interest in your industry. This helps you lay a foundation that will build within the community you want + allows you to optimize the spaces you move in.

This could include print, online, broadcast, or social media outlets.

Be sure to consider mainstream + niche media outlets that are relevant to your target audience. “Big” or “small” media coverage are both great + often times “smaller” publications can lead to “bigger” opportunities down the way.  

Remember, we are setting ourselves up for the marathon in our business, not a quick race!  

This work + deep-dive research will help you create a targeted media list + lay the foundation for building relationships that could last the span of your business!

Step 2: CRAFT COMPELLING STORY IDEAS

Media outlets are always looking for interesting + newsworthy stories with valuable + relevant content.

To capture their attention, you need to craft compelling story ideas that provide them with value-added content that can enhance their stories or articles.

Put yourself in the shoes of the journalist for a minute:

• Think about what would make a captivating story
• Consider what you as a reader would be interested in + willing to spend time reading.
• Consider the timeliness, relevance + uniqueness of your story idea when put against what is out there already

Avoid being too promotional. Your story should be engaging, informative + shareable.

This could include using data, statistics, case studies, expert quotes, personal anecdotes, or exclusive insights to make your story more compelling.

For example, when I pitch to the media, I always focus on color psychology. It's what is most unique about me + most interesting to them.

So, what can you choose in your industry that hasn't been talked about before? Or that you can present in a totally new way?

Providing value-added content establishes you as a trusted source + increases the likelihood of being considered for media coverage now + in the future.

Step 3: BUILD RELATIONSHIPS WITH JOURNALISTS

As a renowned digital marketing expert, Neil Patel once said, "Building relationships is one of the most important aspects of successful marketing."

Journalists receive countless pitches every day, so having a relationship with them can give you an edge.

Once again, just like the research to find your target audience, you have to research + identifying journalists who cover topics related to your brand or industry.

Social media platforms such as Twitter, LinkedIn + Facebook can be powerful tools for building relationships with media professionals.

Follow media outlets + journalists on social media to stay updated with their latest articles, posts + interests.

Engage with them by liking, commenting + sharing their content. Share valuable insights, provide thoughtful comments, or offer to provide additional information on their articles. By actively engaging with them, you can establish a presence + start building relationships.

When reaching out to media outlets + journalists, it's crucial to personalize your outreach. Avoid generic mass emails or pitches, as they WILL be ignored.

Instead, tailor your messages to each recipient. Mention their name, refer to their previous work + highlight why your story or brand is relevant to their audience.

Show that you have taken the time to research + understand their interests + needs.

AND PLEASE DON'T COPY-PASTE. We can see the parts you subbed out + it is so incredibly tacky!

Personalization demonstrates that you value their work + are genuinely interested in building a relationship, increasing the likelihood of a positive response.

Another way to build relationships that can be incredibly valuable is face-to-face interactions. These meetings can be more impactful in building relationships with the media than social media outlets alone. Consider attending industry events, conferences + networking opportunities where media outlets + journalists are.

And remember, building relationships with the media is not a one-time effort but an ongoing process. Continue to engage with media outlets + journalists on social media, share valuable content + provide assistance when needed.

Keep them updated on your brand's news, events, + developments.

Building long-term + genuine relationships help you stay on their radar + increases trust + builds the opportunity to have a mutually beneficial exchange which grows your chances of consistent media coverage in the future.

Step 4: DEVELOP A COMPREHENSIVE MEDIA KIT

Having a well-structured media kit {also called a press kit} is essential for your business.

A media kit is a package of information that provides journalists with all the necessary materials to cover your brand.

It should include the following -

• A press release I'm just kidding. These don't matter!
• A unique title
• High-quality images
• High-quality videos
• Your company information
• A strong mini bio + relevant contact information.

{You can always grab my Mini Bio Workshop or my Press Page Template for help with this!}

When considering your packaging, make sure your media kit is visually appealing, easy to navigate + up to date. Having it on an actual page on your website is the best practice as most journalists don't want to download anything potentially hazardous to their computer!

A comprehensive media kit that is widely available will save journalists time + effort in gathering information + increase the likelihood of your brand getting the coverage you are seeking.

Step 5: FOLLOW UP + BE PERSISTENT

Follow-up is a MUST in the media coverage process!

Journalists receive numerous pitches every day + your initial pitch may get lost in their inboxes.

I know we can all look at just our daily emails + easily get lost among each sent email, reply + business campaign!

Be proactive in following up with journalists after sending your pitch or media kit.

Keep your follow-up emails concise, polite + professional.

Avoid being pushy or demanding. This world is full of demands + negativity.

We want to add value in the content we are giving but also in the interactions we are having!

Be prepared for rejections or no responses, but don't give up. Unfortunately, rejection is just part of the business {it cannot be avoided}.

Set a recurring task to remind yourself + if you don't hear back after a few tries, give it a break for a few months + try again!

But being persistent + continuing to brainstorm, grow + pitch new story ideas or provide valuable content will allow you to meet those long-term goals and gain the coverage you deserve!

CONCLUSION

Getting consistent media coverage for your brand requires a strategic approach. One that involves defining your target audience, crafting compelling story ideas, researching, building relationships with journalists, developing a comprehensive media kit + following up.

It isn’t always easy + can often take time + many tries, but as we build those genuine relationships – the reward goes beyond a simple like button.  

There are so many ways to get media coverage nowadays, and the opportunities are endless!

Don’t give up; keep pushing + I know that you can achieve those media coverage goals!

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