When it comes to promoting a personal brand it can be a challenge to reach the right media outlets. But there are strategies to employ that will actually attract the press to your company. With good research in your target market and a solid press kit your brand can get noticed.
Coverage from newspapers, bloggers and media is like gold in today’s online world. Your personal brand’s reputation can attract or deter the right journalists. A stand-out media page on your website will show that your brand is serious and worthy of writing about. In addition to having this in place email communication is equally important.
How do you create a winning strategy that attracts the media? A strong branded image that is consistent is the first place to start along with a professional headshot, screenshots of products and images, and company videos.
The brand that does not appear to have the knowledge or experience is more likely to be overlooked. It’s important to showcase your strengths, and clearly show where your company stands out in your market.
There are several steps you can take when reaching out to journalists and bloggers, and maximize your success.
• Craft a professional email – The key to the media to responding is to craft an email that is very brief, and includes an introduction, your brand’s story, and a call to action to request more information. Think of this like a story pitch, and provide just enough information to peak their interest.
• Find the right outlets for your market – Determine the right journalists and bloggers to contact by using tools such as Buzzstream or Google Alerts. Some of these news sites will include an email while others might have a direct contact form to submit your request. Using a spreadsheet to track your results will help your brand not become overwhelmed with information.
• Be patient with the process – Sometimes a media professional can take up to a month to respond while others will get back to you in a few days to a week. There are many factors involved including your brand’s story, their schedule, and what might appeal to their readers. By keeping the communication open and writing a follow-up with a thank you to those who respond you are increasing your chances of being covered.
• After publication share your story – When the time comes that your personal brand is actually featured by a journalist or blogger return the favor with a shout out to them and link to the article on social media, and even on your website. Not only will they be more likely to contact you again for more stories, but you are showing them that your brand has integrity and good communication.
Media coverage for your personal brand can not only grow your subscribers and social media followers, but this also opens the door opportunity for guest blogging, book deals, and collaboration with influencers in your niche.