When you reach out to a publisher, it is very important that you have some knowledge about the publisher and their publication. Random emails requesting feature or bartering for unhelpful services will not cut the deal. In this article, you will learn about ways to increase your chances with media coverage. One has to be mindful of all the points to increase their opportunity of getting read by the publisher and consequently featured in the media, whether it is a big or small publication.
No. 1: Write from official email id for media coverage
As a publisher, reading countless emails from random email ids, causes me fatigue. I do not respond to unverifiable emails. If your business is xyz dot com, ensure that your email id reflects your name at xyz dot com. Serious publishers take their works seriously, so approach them with seriousness.
No. 2: Include identifiable links and websites for authentication
Publishers are smart enough to verify if you are faking an identity. As a publisher, I know that people pretend to be their PRs to fake eminence and that is downright rejection. Sometimes, people want things but do not want a “NO” for it and so they communicate anonymously. It is insincere. Do not do so.
No. 3: Do not use template emails
Template emails are auto-directed to spam and I do not read them. If a person approaching us doesn’t have time enough for what they are seeking, they should rather not reach out for media coverage. Also, email copies with poorly phrased English, spelling mistakes, bad grammar, suspicious links, and formatting, are ingredients for rejection.
No. 4: Don’t fake your knowledge of the publication
Oftentimes, I receive emails praising StartuptoEnterprise.com as a “great blog,” with remarks such as “great decoration,” “beautiful images,” etc. They claim to have thoroughly read all the articles and yet write to check if it publishes “CBD” and “casino” articles. So, don’t fake when you approach.
No. 5: Do not list publications where you or your client got featured
It makes no sense. If your client or you got featured in BBC, doesn’t make it suitable for all publication. If BBC considers you as an organic news, you are already famous. Else, if it was a sponsored post with BBC, do not expect organic feature from the publisher because they are not BBC.
No. 6: Do not approach media coverage without a budget
It is not a business when you seek publicity for free. A publication has to incur a cost to feature you including their operations and services. Offering to share the published link of your feature is not a deal for a publisher unless you are Elon Musk. Have a budget, pitch a budget, and prepay the sponsorship instead of conning the publisher with a pay later scheme.
No. 7: Don’t use a PR to solicit free media coverage
If you can afford a PR, you can also afford a sponsored post for your media coverage. Else, wait to become an organic news. Don’t try to lure a publisher in anyway other than with solid, impactful news and opinion and a budget to sponsor. Media coverage has a cost to it. Be newsworthy and ready to pay to get featured.
Finally, following the above guidelines help you increase your chances of getting featured. Eventually, it is the call of the publisher or editor whether to feature you or not. The best way to get anyone’s attention is to be best at what you do. If you shine in your own field, after a period, publishers and editors will approach you when you have a lot more legroom for negotiation. Else, you must go by the guidelines of a publication and think of their profit in featuring you as you know your profit in being featured. It has to be sustainable for everyone.
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