It can feel like a backlog if your organization has not - or almost never - appeared in the media. Especially if you do see competitors in the news. However, there is an advantage to the 'invisibility' of your company. You can still fully shape your image, if you do it properly. Because once your image out in the open is, it is almost impossible to tweak or - in case of bad publicity - erase it.
The easy way out - especially for large companies with a pot of money - “paid media” is: buying advertising space. This does make your company visible, but 92 percent of the people who follow the news trust “earned media” (journalists' articles) more than “paid media” (commercials and advertisements). Because let's be honest: do you read the ads in the newspaper, or the articles? That's why our advice is: focus on earned media. Free, credible, and authentic.
You probably haven't built relationships with journalists interested in your field yet. You may have an acquaintance, neighbor or great-aunt who works at a newspaper, but this is not enough to create fame and 'thought leader'to become in your field. Building relationships involves three elements: patience, consistency, and the right strategic PR steps:
Get active on LinkedIn
Journalists need experts and experts for their news items. And often fast. Journalists usually come to experts by searching via LinkedIn, including hashtags. That's why you should also become active on LinkedIn yourself. Post regularly about your company or relevant news, use hashtags, and respond to posts from interesting stakeholders. This is not only good for your network, but also increases the chances that journalists will find and approach you.
Create lots of content
Suppose a journalist found you on LinkedIn, the journalist must have proof that you are a reliable expert. Content is the best proof of this. Write articles, compile success stories, record a podcast, and create webinars. Share everything via your website and - of course - your LinkedIn page. If you show that you are knowledgeable, a journalist will be able to better assess whether you can answer the questions that the journalist wants to ask you.
Specify your “unique” product or service
Chances are that you describe your product or service as incredibly unique, innovative and special. The problem: every organization thinks this about their own product or service. If you say this out loud, you will only appear less credible to journalists. So think carefully about what makes your product or service really special and make it as specific and visual as possible. In doing so, mainly respond to the social problem that you are tackling with your product or service.
Research relevant journalists
Not all media are equally relevant to your company: sometimes you benefit more from a publication in a trade magazine than from an item in the eight-hour news. It is important to investigate where your target group gets information from. Then take a good look at which journalists write for your target group. This way, you know who might find your company or news interesting and who to approach best.
Keep it personal
It works better to send a personal message to one journalist than to send a general press release to dozens of journalists. Please also refer to their previous articles in the personal message. This shows that you have made an effort to provide the journalist with news that they are likely to be interested in.
Want to know more?
Do you need personal PR advice for your startup or (still unknown) organization? Please contact Iris Koning (PR Manager) via iris.koning@nxt.agency.
