Notes

Free Media Coverage - Nine Major Media Categories You Need to Pitch YOUR ORGANIZATION to Today
For smaller business, the duty of pr often rests on the shoulders of a "non public relations professional." For these folks, the first question may be, "How do I Start Pitching?" But I think people could be equally confused with what opportunities exist to begin with. It seems logical that others are on TV, in magazines or quoted in newspapers; you note that each day. Yet a disconnect can remain with your own business and the coverage opportunities obtainable in the media.

Before you tackle how to pitch, let's check out where your company could be covered in the media. Each of the following categories can be broken down into even more categories - which is very good news - but let's start with a 10,000-foot view.

Category One: Newspapers. Look at your neighborhood paper and you will see a selection of sections. Generally, each local paper has some version of sections such as local news, national news, entertainment, real estate, lifestyle and more. This means there are multiple opportunities for media coverage in only your local paper, depending on the method that you frame your "news." In read more have something or service that's available nationally or online, now your opportunity to maintain newspapers has literally reached into the hundreds considering all of the local newspapers in the united states.

Category Two: Syndicates. Syndicates are news organizations that write stories to be picked up by other media. If you look at your neighborhood paper, for example, you'll likely see at least one story related to the AP, or Associated Press. That same story was delivered to a large number of local news stations, newspapers, Internet sites, radio stations and more, each with the chance to run it. Syndicates have writers with "beats," or areas of coverage, exactly like newspapers. Pitch one of these brilliant reporters on your company and you also have the chance to literally be in hundreds of media outlets at one time.

Category Three: Local Broadcast News. Your local news also has a number of stories they cover, although news value must be bit greater than various other media outlets. They're mostly covering breaking news, or the day's events. If your organization can tie-in with the breaking news topics that's great. Or even, other opportunities still exist such as human interest stories or coverage of local events.

Category Four: National Morning News. This group of media is probably the harder ones to break right into, including the Today show or Good Morning America. But again, you never know very well what will strike the fancy of a producer, or how your company or product can suddenly be "hot" based on topical news. Let's say, for example, the news headlines is covering food safety issues based on recent violations uncovered by the FDA. If you're a food manufacturer and can provide an expert to discuss what consumers must do to help keep their families safe, then that is a good time to grab the phone and pitch.

Category Five: Magazines. You will find a magazine for just about every type of person or interest on the market. From women's issues, technology, entertainment, gardening, home building, fashion and much more, this is certainly a category of media where each company will be able to easily envision itself finding an interested reporter.

Category Six: The Internet. The Internet provides very good news - and slightly less good - for media coverage possibilities. Fortunately that the Internet provides an ever-growing community of dedicated media outlets (think Slate, which was created specifically to be an online magazine), blogs, and counterparts to traditional media (online versions of individuals or Shape magazines, for example). More very good news is that "softer" news includes a better potential for being covered since online outlets must update and refresh their content often to be relevant to their audience; thus, they need more content. The less very good news is that finding all the possible outlets to attain can be time-consuming and, when you do, it's harder to track the quantity of "eyeballs" any one site gets. Having said that, for a fresh or growing company, the Internet can be the very best place to build a portfolio of media coverage that may take you to another level.

Category Seven: Talk Shows. Talk shows are arguably a different one of the more difficult areas for coverage. Having said that, you may still find opportunities for companies who can make themselves relevant or provide human-interest angle of an issue, for instance. Another opportunity is for product coverage as, you will notice, several times per year several shows do segments such as for example holiday gift guides, good products for kids, the most recent technology products or product giveaways for the audience.

Category Eight: Radio. An oldie but a goodie. Radio is still a great medium for getting the term out about local events, people and companies of fascination with your community, experts on various topics and more. The advent of satellite radio has created even more opportunities, as has dedicated Internet radio stations. While satellite and Internet radio stations may have an inferior number of listeners than traditional radio, they are often broadcasting to niche markets of people who, when marketed to, are more likely to buy your service or product.

Category Nine: Trade Publications. Like general magazines, there's probably at least one trade publication for your industry. And since these publications essentially write about one topic, they are often hungry for news. Another perk of media coverage in your trade publication is that influential "players" in your industry will likely be reading about you, which can always lead to larger synergies such as partnerships, promotions or speaking opportunities.

As you can plainly see, there is no shortage of opportunity. Knowing that a vast, and growing, universe of media exists - all searching for products, news and experts - will hopefully offer the confidence and inspiration to obtain the word out about your own company.

Visit Publicity411.com for more resources on how best to execute do-it-yourself publicity campaigns.
Stacey Johnes is a co-founder of PUBLICITY411.COM, and a seasoned public relations professional with more than fifteen years of experience in the market. Currently running two successful pr business in LA, Johnes has managed public relations campaigns for a few of the world's most high-profile brands, including Microsoft, Disney, FOX, Nissan and more.
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