How To: Get Press

Q. How do you get press?

This sounds like a pretty simple question but the answer is far more complex. Why? Well, to answer it correctly, there are two sides that need to be addressed - what the story needs and what the media needs to receive in reference to the story.

More than that, getting press - aka getting covered by the media on TV, in a newspaper, online or across other platforms - changes based on the type of story we're talking about.

Let's dive in and get to the pointe.

Part 1: What does the story need to get press?

A good story needs three things: to be relevant, to be newsworthy and to make an impact.

To be relevant means to have the capacity to connect with someone, ideally with a group of 'someones' in your target audience. It needs to be able to resonate.

To be newsworthy typically means that a story is anchored by it's timing to a current event, news cycle, trend or other outside factor.

To make an impact refers to the potential the story has to affect a community - to influence a group.

Part 2: What does the media need to receive to consider whether a story is worth covering?

Once you've identified that you have a 'good story to tell', you have to develop the story and accompanying materials so that it is well received by media.

First, you need to prepare the news or story in a way that the media can review it. There are three documents that support this effort, a pitch, a press release and a media alert.

A pitch is the email that outlines why you're reaching out, a summary of the story and how to get in contact if the reporter is interested.

This can be (but is not required to be) accompanied by a press release, a formal document typically one to two pages in length 'announcing' news.

Another option, though usually reserved for events or an invitation based opportunity, is a media alert which answers the questions of who, what, where, when and why in a one page document. It's the media version of an invitation that consumers and the general public receive (if they too are invited).

Next, you have to have resources available. If you're pitching a product, that means you need to be ready and able to share that product with media to demo. If you're pitching an industry expert, they need to be prepared to speak on the topic at hand and available for interviews.

You'll also need to think through HOW you'll approach the media in terms of the angle of your story. Are you making an announcement? Are you launching something? Are you trying to build awareness?

Let me know where you're at in trying to get coverage and I can point you in the right direction as you work through how to get press! My inbox is always open. You can reach me at Cristy@PointeConnect.com.

Until then, hope you feel more prepared to be on pointe when talking to media to get press coverage!