Mastering Media Exposure: A Simple 3-Step Guide for Entrepreneurs
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Chapter 1: Understanding the Basics
Promoting your business to the media can be straightforward if you have a clear process in place. Here’s how to navigate it successfully.
Many brands and entrepreneurs face two main challenges regarding public relations: they often struggle to identify compelling stories and they lack the knowledge to effectively pitch to the media. If you find yourself grappling with either of these issues, rest assured that it’s a common hurdle—typically stemming from the absence of a strategic framework and templates.
Whether you're a novice trying to promote your brand or a seasoned entrepreneur seeking better results, the following method will assist you in amplifying your voice and establishing credibility within your field. With over five years of experience as a PR executive, I utilize these three steps to successfully pitch my clients to media outlets. It’s a straightforward, foolproof system, so feel free to adopt and implement it for your own brand.
Step 1: Address the 3 W's
To gain attention, your message must resonate. This requires discussing topics that captivate your audience—and, by extension, the journalists covering those topics. When crafting your story, consider the following questions:
- Who is your target audience?
- What message do you wish to convey?
- Why is this significant for your audience?
For instance, if I were to answer these questions, it might look like this: My target audience consists of brands and entrepreneurs focused on sustainability. I aim to inform them about the three most common PR pitfalls for green startups, as this knowledge can help them differentiate themselves and avoid repeating others’ mistakes.
With clarity on your audience, message, and its relevance, you can begin identifying the appropriate media outlets for your story.
Step 2: Find the Right Journalist
Regardless of how compelling your story may be, it will only gain traction if you connect with the right journalist. Next, seek out magazines, newspapers, podcasts, and other platforms that cater to the audience and topic you pinpointed in Step 1.
Continuing with my earlier example, I would look for media sources focused on sustainability that primarily engage startup founders. For instance, contacting a sensationalist women’s magazine would likely yield minimal results, as my pitch wouldn’t align with their readership.
Utilizing Google is an effective way to conduct this research. For example, to discover magazines that discuss sustainability, enter 'sustainability startup + magazine' into the search bar and navigate to the news tab. This will provide a list of relevant articles that have been published online.
Once you gather a list of 5 to 10 media outlets, the next task is to identify the appropriate contact person. You can use the same search strategy on the outlet’s website. Occasionally, the name and email address of the journalist will be readily available. If not, you can search for articles related to your topic and identify the journalist who wrote them. Alternatively, calling the media outlet directly can also help you ascertain the right contact.
After identifying your target journalist, it’s time to draft your email.
Step 3: Compose Your Pitch
Believe it or not, you have already completed most of the groundwork. The final step involves weaving together the Why, Who, and What while linking the topic to your expertise.
To enhance your media pitches, consider adding a timely hook—this element explains why your story is particularly relevant at this moment and creates urgency for the journalist to consider your pitch immediately rather than months down the line. Some examples of timely hooks include:
- Connecting your story to a national holiday or an awareness day.
- Relating it to a current event, such as a significant corporate acquisition.
- Making it seasonally relevant, like promoting a flower business during February leading up to Valentine’s Day.
Here’s a sample pitch to illustrate how these components can come together:
"The number of newly established sustainable brands (Who) is rapidly increasing. In 2021 alone, X% of all new companies were sustainable, with experts projecting even higher numbers in 2022 (timely hook). This surge in competition means that founders must distinguish themselves to survive (Why). However, many sustainable brands are making critical errors when publicly discussing their products. I have assisted over 10 eco-startups in the past two years (Why) and have identified three major PR blunders that can help your readers improve their public relations efforts (What)."
This framework provides journalists with clear reasons why your story matters to their audience, why it’s significant at this moment, and how it connects to your expertise—offering a unique perspective that only you can provide.
I trust this three-step guide simplifies the process of engaging with the media regarding your business or entrepreneurial narrative. While it may require some practice—especially when dealing with different media types—I’m confident you can begin effectively showcasing your expertise and skills.
By utilizing this approach, you should find it easier to generate fresh story angles and ultimately achieve the media coverage you desire.
You can download this 3-step framework as a Media Pitch Cheat Sheet here. If you enjoy reading on Medium, consider purchasing a membership for full access.
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