4 ways to get media coverage when you don’t have news
In the tech space, product reviews are a no-brainer for media coverage. But after that, what’s next?
Product reviews are typically one-time opportunities unless you’re introducing major new features or functionality, and even then you might not get the coverage you want.
How do you keep your product in the news and maintain a strong media presence while you’re working on your next big release?
Here are four media pitches you may not have thought of:
The reverse case study
As a tech company, you know the power of user reviews on reputation or sales. But remember that your company is a consumer too. What technologies or back-end systems are powering your business? Have you had a notable experience with any of these vendors?
Reach out to their PR people and let them know you’d be interested in providing a testimonial and talking about your use of their tech with the media. As you’ve likely experienced, finding customers willing to talk about their experiences with your product can be tough. Your vendor’s PR people will likely welcome the opportunity, and it’ll boost your relationships with the tech media.
The company culture
Is there a cause your organization is passionate about? Interesting or unusual benefits you offer employees? Giving readers a behind-the-scenes look at your organization personalizes the company and boosts brand equity.
After all, people like to know who they’re doing business with, and support organizations who share their values. Consider Patagonia, who exceeded Black Friday sales projections by five times when it announced all proceeds would go to grassroots environmental organizations. Similarly, culture stories can raise your profile among job seekers and be great recruiting tools.
— Patagonia (@patagonia) November 28, 2016
What topics are being talked about in the media, and can your technology/expertise help a reporter address those issues?
When a DDoS attack against service provider Dyn took down dozens of popular websites, we offered insight about the attacks from our cybersecurity client to reporters at USA Today, Mic, and other media who covered the story and quoted our expert.
It’s a strategy we’ve replicated many times over and that has even generated some major business prospects for our clients. Remember, though: The key to successful newsjacking is that the story is not about you.
If you had trouble accessing Twitter, Spotify, Netflix, Amazon or Reddit Friday morning, you were not alone. https://t.co/pP8P2PIXOg
— USA TODAY (@USATODAY) October 21, 2016
The supporting multimedia
A picture’s worth a thousand words, right? Think about what visuals you can provide reporters to help them tell their story, and either prepackage it or give them access to film their own footage.
For instance, at the end of year, reporters are always looking for b-roll footage or locations for live reporting to help convey the frenzy of the holiday shopping season. Are your stores overflowing with shoppers? Invite the local news crews to the scene. Is your warehouse just as busy? Record and share some b-roll of your gadgets being boxed up and shipped out.
Still images can be just as powerful. Each year at CES, slideshows of hot new products are among the most shared media coverage. Gift guides, too, offer plenty of opportunity for visual-based media coverage year-round. Increase your chances of being included in these stories by creating a library of images, including lifestyle shots, that reporters can access.
A mention of your company or flash of your product in these stories may help position your brand as in demand.
While your product won’t be the sole focus of any of these stories, they will generate exposure and keep the momentum rolling until the next big product opportunity emerges.
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