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Journalists are swamped with hundreds of press releases and pitches everyday. I should know, I was a reporter once. Let me be honest with you, there were many times my colleagues and I would delete hundreds of pitches and press releases without reading them.
We wouldn't read them because they were either boring, unsolicited or off topic.
That's the environment journalists work in, and it's not getting any better. In addition to the deluge of businesses and organizations clamoring for a spot in the limelight, how can you improve the likelihood a media professional will act on your pitch or press release?
Before you read further, I'd recommend reading my post on "The Art of Writing a Press Release That Get Results"
While that gives you solid recommendations, I would also suggest by creating a unique selling proposition, you move to separate your company or services from others. Fact is, "Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage," says Theodore Levitt, a Harvard business professor.
To read more about unique selling propositions, read this: "How to Stand Out When You're Drowning in a Sea of Competition"
You might think a USP wouldn't have much value for earning media. If the USP is on target, it can guide you to find the right publications, with the right audience, who could be your customer base.The USP can also serve as inspiration for pitches, press releases and other newsworthy information a journalist might want.
When you pitch the right information to the right journalist at the right time, the likelihood of snagging cover increases greatly. Approaching media relations with USP-inspired content can make you more relevant. It did for one of my clients.
Connect with me at Socially Relevant and I'll share the case study that documents how I used this strategy to make a small wealth management firm the most relevant firm for financial planning in a multi-billion dollar industry.
