“To be in the media, you have to become the media,” says Lee Odden, author of “Optimize.” Stop waiting for news to happen and start generating your own.
Creating news isn’t an insurmountable task, but it does require a shift in mindset. This change doesn’t mean you’ll generate tons of coverage immediately, but, by implementing the following four tactics, you’ll increase your chances of winning and taking over the media long-term.
Tell a story, not a sales pitch.
Stories have a heartbeat. It’s why photos and videos often accompany them. Such items immediately resonate. Your written words should do the same.
Research your outlets and your audiences.
Your stories are more likely to succeed if they’re placed in the right environment, at the right time.
Create value for reporters and potential customers.
Your story is only one piece of the puzzle. Supplement it with other content like infographics, videos, photos and social updates to create more awareness and buzz.
Practice your writing skills.
Writing doesn’t come naturally to everyone, but that doesn’t mean you should ignore grammar. Develop your writing chops while creating better content. Working on both will help you stay balanced and focused, not to mention more aware of the larger picture.
If you want to win over the media and generate more coverage, think of yourself as the media, then act like it.
In the age of gifs and Snapchat, does writing still matter? Absolutely! Attend Ann Handley’s Writing Rules in PR webinar on Wednesday, August 20 at 2 p.m. ET to learn how to craft content that captivates and engages.