Publicity: How to Identify The Right Story to Pitch
Third-party publicity validates your business, earns your target audience’s trust, and delivers your brand’s message without breaking the bank.
But, to make your business’s pitch stand out, you must go beyond blasting journalists and bloggers with emails.
Use this two-step strategic process to find your brand’s key message and the right story to illustrate it.
Developing the Message
All marketing campaigns develop a strategic communications message. Publicity requires taking that message and making it fresh and informative for the larger marketplace.
Journalists will spend only a few seconds glancing at your news, while customers have countless options for where to spend their money – so make your message clear and concise.
Your message should answer the following questions:
- What does your brand offer current and potential customers?
- What about your brand is unique?
- What industry ‘firsts’ or exclusives does your business offer?
- How is your service unique: e.g. faster production or shipping than competitors?
Find your point of differentiation and develop your message around it. It’s worth spending time on this. You’re about to communicate this message consistently across press releases, web copy, and blog and social media posts.
A good message helps build awareness, recognition, and credibility in customers’ minds.
Finding Your Story
Sometimes you have big news to share with the public.
Product launches, big deals, market developments, and community partnerships are readymade news stories for you to share with a news release.
But what if you don’t have big news? There are still ways to get your message out.
Consider these tactics:
- Pay attention to what’s going on in current events, sector-specific trends, and popular culture. Before long, you will notice trends and issues on which your business could offer commentary or an expert opinion.
- Services like HARO connect you with journalists looking for sources. Sign up for HARO’s emails to get requests for stories journalists are actively working on. You can easily get in touch to offer your company’s input on relevant stories.
- Keep an eye on editorial calendars from your industry’s top publications. Usually available online, these calendars tell you what stories the publication is planning to run and when. Be sure to draft a pitch for relevant opportunities well in advance. By seeking out publicity opportunities, you will begin to establish your business as an industry leader and expert in your field.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.