Imagine the impact if your brand’s content could capture the attention of the media. It would expand your reach, enhance your brand’s credibility, and provide validation from an external source. This is the power of integrating content and PR. Whether you handle public relations or collaborate with the PR team, you can create a synergistic relationship for your content and brand. To achieve this, follow these dos and don’ts of media outreach (adapted and updated from a presentation at Content Marketing World 2023).
Do:
– Understand what type of content resonates with the media. Avoid sales-focused, undifferentiated, weak, and AI-generated content. Instead, focus on thought leadership, customer stories, original data and research, and trend pieces.
– Concentrate on the publications that your target audience reads. A targeted approach is more effective than mass pitching.
– Use clear, engaging language and avoid overused words, jargon, and acronyms.
– Consider the publication’s guidelines for contributed content and tailor your pitches accordingly.
– Keep the publication’s audience in mind when pitching your content. Ensure that your content is relevant and valuable to their readers.
Don’t:
– Use language that is overused or filled with jargon and acronyms.
– Ignore publication guidelines for contributed content.
– Overlook the importance of building relationships with reporters and editors. Treat them well, respect their time, and prioritize their needs.
Remember, journalists are looking for relevant, personalized, and timely content. By following these tips, you can enhance your media outreach efforts and increase the visibility of your brand’s content. And don’t forget to leverage any media coverage you receive by sharing it across your channels and with your key stakeholders. When content and PR work together effectively, the results can be truly impactful.
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