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By

TEAM LEWIS

Published on

November 17, 2017

Tags

public relations

Table of Contents

    Want to promote your brand to journalists? This article shares key strategies like press releases, tailored pitches, smart follow-ups & tips


    Strategies to promote to journalists

    A multifaceted approach is necessary to promote yourself to journalists. Writing press releases and following up with journalists are critical steps in capturing journalist’s attention and securing coverage for your story.

    Here are 10 strategies to promote your brand effectively.

    Key Takeaways

    • Build relationships with journalists by personalizing communication and tailoring your pitches to their specific needs and audience.
    • Utilize effective strategies like crafting compelling press releases, following up timely, and leveraging distribution platforms to enhance your outreach.
    • Incorporate metrics tracking and a well-organized portfolio to measure success and showcase your impact, while networking can further boost media coverage opportunities.

    1. Create & promote a press release

    A well-crafted press release captures a journalist’s attention. Craft a clear and concise message with newsworthy content relevant to your audience. A compelling headline encapsulates the essence of your promotion announcement without being overly promotional. Understanding how a press release works can enhance your communication strategy. Learn how to create your own press kit.

    Quotes add credibility and provide insights, making it easier for journalists to grasp the story’s importance. Include specific deadlines and publishing dates to aid in planning and execution.

    For a product launch, highlight the unique features and benefits, backed by a powerful headline and engaging quotes. This approach grabs attention and provides journalists with comprehensive information to cover your story.

    promote to journalists press release

    2. Tailor your pitch

    Tailoring your pitch to the specific media outlet and its audience is vital. Adapting your pitch to meet each journalist’s unique preferences increases your chances of getting noticed.

    For a tech magazine pitch, emphasize the technical specifications and innovations. For a lifestyle blog, focus on how the product enhances everyday life. This approach ensures your pitch resonates with the journalist and their audience.

    3. Use PR-distribution platforms

    A trusted distribution platform like PR Newswire helps get your press release in front of a broader network of journalists. These platforms have established media outlet relationships, ensuring your news reaches the right people. This is especially useful for major announcements like a product launch, where wide visibility is crucial.

    Read also: Discover the best PR tools for promoting

    4. Follow up with journalists

    Following up with journalists requires skill. Follow-up messages should be brief, summarizing the previous pitch and highlighting its relevance. If the initial pitch didn’t get a response, offer a different angle or new updates to increase your chances of getting noticed.

    Timing is crucial. Journalists generally prefer to be contacted two to three days after the initial pitch. Be cautious with persistence; too many follow-ups can backfire and lead to being blocked by the reporter. A well-timed, concise follow-up can be crucial in getting your story covered.

    5. Create an editorial calendar

    An editorial calendar aligns your PR efforts with marketing strategies and keeps track of key dates and deadlines. Planning for seasonal trends and industry-specific events enhances your strategic PR outreach.

    Reviewing past PR activities informs future strategies and improves overall effectiveness. Sharing the calendar with team members fosters collaboration and ensures alignment. This organized approach maintains consistency and quality in your press releases.

    6. Track metrics: measuring success and adjusting strategies

    Tracking metrics measures the success of your press releases. Email analytics provide insights into optimal sending times based on past engagement and open rates. Media monitoring platforms measure press release performance, providing valuable data on media coverage and social media engagement.

    UTM parameters in press release URLs allow for accurate attribution of website traffic to specific campaigns on the company website. Analyzing past performance and industry benchmarks aids in interpreting current results and refining strategies for future campaigns.

    7. Build your portfolio

    Showcasing your best stories, projects, and initiatives in a portfolio enhances your professional reputation. Include metrics, feedback, and awards to demonstrate your work’s impact and quality.

    A well-organized portfolio is a powerful tool for gaining journalists’ trust and interest.

    8. Networking events

    Networking builds relationships with journalists. Attend industry events, conferences, and workshops to meet journalists and establish meaningful connections. These events provide opportunities to exchange ideas and foster relationships, leading to increased media coverage.

    Connecting with journalists and influencers enhances your visibility and increases media coverage opportunities. Networking is about building lasting relationships that support your long-term promotional efforts.

    9. Advocate for yourself

    Self-advocacy is vital in professional settings. Speak up for your achievements, skills, and value, and request what you deserve. Effectively communicating your unique contributions enhances your professional reputation and opportunities.

    Clearly articulate your achievements to ensure recognition and opportunities. Requesting feedback and expressing your career aspirations helps gain support from peers and mentors. Advocating for yourself involves being proactive and confident in showcasing your worth.

    10. Develop and Share Compelling Case Studies

    Creating detailed case studies that showcase your successes and the impact of your work can serve as powerful tools to attract media attention. These narratives provide concrete examples of your expertise and achievements, making your story more tangible and newsworthy.

    Steps to Create Effective Case Studies:

    • Identify Success Stories: Select projects or initiatives where you’ve achieved significant results or overcome notable challenges.
    • Structure the Narrative: Clearly outline the problem, your approach, the solution implemented, and the measurable outcomes.
    • Incorporate Data and Testimonials: Use statistics to quantify success and include quotes from satisfied clients or stakeholders to add credibility.
    • Align with Journalistic Interests: Tailor your case studies to highlight aspects that resonate with the interests of the journalists you’re targeting, such as innovation, community impact, or industry trends.

     

    Examples of Successful Brand Promotions to Journalists

    Effectively promoting to journalists involves strategic approaches that have proven successful in recent campaigns. Here are some recent notable examples:

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    Heinz and Mattel’s “Barbiecue” Campaign

    In April 2024, Heinz and Mattel collaborated to launch a special edition “Barbiecue” sauce, coinciding with Barbie’s 65th anniversary. They crafted a compelling press release highlighting the product’s unique features and its alignment with the Barbie brand. Personalized pitches were sent to journalists specializing in lifestyle and entertainment, resulting in extensive media coverage across major publications.

    examples of brand promotion to journalists

    Nike’s “Run for the Planet” Campaign

    In 2024, Nike introduced this campaign to promote its new line of eco-friendly athletic wear and reinforce its commitment to sustainability. The campaign featured a mix of social media activism, influencer partnerships, and engaging content showcasing athletes participating in eco-conscious events and challenges.

    promote to journalists examples

    Dove’s “Keep Beauty Real” Campaign

    Celebrating the 20th anniversary of its Real Beauty campaign, Dove launched “Keep Beauty Real” in 2024, committing to never use AI to replace real women in its ads. The campaign aimed to redefine beauty standards in the AI era, resonating with both journalists and the public.

    dove keep real beauty ai campaign

    Deliveroo’s Suncream Delivery by eFoil

    In the summer of 2024, Deliveroo launched a creative campaign featuring riders delivering suncream to beachgoers via eFoil surfboards. This innovative approach attracted significant media attention and highlighted Deliveroo’s commitment to customer service.

    deliveroo sunscreen campaign

    Tinder’s “It Starts with a Swipe” Campaign

    Tinder’s first global campaign aimed to reposition the app as a platform for Gen Z to make meaningful connections, moving beyond its image as a hook-up app. The campaign effectively engaged journalists and the target audience, leading to widespread media coverage.

    tinder it starts with swipe campaign

    These examples underscore the importance of tailored communication, strategic timing, and providing valuable content to capture journalists’ interest and secure meaningful media exposure.

    Frequently Asked Questions

    Read other TEAM LEWIS blog posts for more marketing & PR tips!

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