Finding Your Hook - How to Get the Media Coverage You"ve Been Seeking
Before you can effectively pitch your business to a media outlet to consider for coverage, you have to fully understand what it is that you do down to the core, determine what makes it interesting and find your hook.
In other words: What makes you special or unique? I'm sure you think you know exactly what that is, but believe me, chances are you don't.
If you still disagree, then I'll just say that you likely haven't thought it completely through and there's much more to you and your business than you think, and certainly more avenues you can take in your quest for media coverage.
Yes, you've lived and breathed nothing but the business for the last year or the last ten years even, and you know it inside and out.
That may be true, but it's highly unlikely that you've thought of your company or the service or services you offer in more than one way or more specifically, in ways that would make you interesting or newsworthy to a news organization.
One-dimensional thinking simply will not cut it.
It isn't until you go beyond the five W's (who, what, when, where and why) that you begin to see the possibilities.
For many businesses those possibilities are endless, but you'll never find them without a little self-analysis.
What I'm telling you here is that going beyond the five W's or sometimes simply laying them out in front of you allows you to see your business in a new light.
It gives you a different perspective and a fresh look at what it is you have to offer.
Hopefully it will result in new ideas and a new marketing strategy.
It could also show you that you're a lot more interesting than you may have thought!So how do you go beyond the five W's and gain this new perspective? It's as simple as asking yourself a few key questions and taking the time to answer them.
Honestly.
What services do I offer? Who is my target audience? What specific groups (ethnic, religious, age, etc.
) might be interested in my product or service? Am I more relevant at a certain time of year? (Tax season, New Years, Veteran's Day) Am I cutting edge or using new technology? What makes my business different? AM I the only one in the area, the city? What's NEW about my business or in my industry? Does my business somehow relate to a current trend? Am I doing anything special to help the community or offering any free services? Have I noticed any changes in clientele? Answers to the above questions will prove to be a huge help as you look for your pitch.
In other words: What makes you special or unique? I'm sure you think you know exactly what that is, but believe me, chances are you don't.
If you still disagree, then I'll just say that you likely haven't thought it completely through and there's much more to you and your business than you think, and certainly more avenues you can take in your quest for media coverage.
Yes, you've lived and breathed nothing but the business for the last year or the last ten years even, and you know it inside and out.
That may be true, but it's highly unlikely that you've thought of your company or the service or services you offer in more than one way or more specifically, in ways that would make you interesting or newsworthy to a news organization.
One-dimensional thinking simply will not cut it.
It isn't until you go beyond the five W's (who, what, when, where and why) that you begin to see the possibilities.
For many businesses those possibilities are endless, but you'll never find them without a little self-analysis.
What I'm telling you here is that going beyond the five W's or sometimes simply laying them out in front of you allows you to see your business in a new light.
It gives you a different perspective and a fresh look at what it is you have to offer.
Hopefully it will result in new ideas and a new marketing strategy.
It could also show you that you're a lot more interesting than you may have thought!So how do you go beyond the five W's and gain this new perspective? It's as simple as asking yourself a few key questions and taking the time to answer them.
Honestly.
What services do I offer? Who is my target audience? What specific groups (ethnic, religious, age, etc.
) might be interested in my product or service? Am I more relevant at a certain time of year? (Tax season, New Years, Veteran's Day) Am I cutting edge or using new technology? What makes my business different? AM I the only one in the area, the city? What's NEW about my business or in my industry? Does my business somehow relate to a current trend? Am I doing anything special to help the community or offering any free services? Have I noticed any changes in clientele? Answers to the above questions will prove to be a huge help as you look for your pitch.
