017 An insiders guide to building credibility with - and through - the media
Manage episode 413291781 series 3521797
Summary: In this episode, I'm joined by media relations specialist Liam Fitzpatrick, the founder of Commswork, to discuss how businesses can earn legitimate editorial coverage in independent third-party media outlets.
Key Points Discussed:
- Liam's Journey: From a journalist to a B2B communication specialist - insights on persuasive writing and crafting compelling stories that resonate across industries.
- The role of earned media: Understanding how 'earned media' fits into the overall PR 'pie' (remember: PR is not just about media coverage).
- Building relationships: How establishing connections with influencers and journalists can lead to positive brand mentions in the myriad media outlets that exist today.
- Strategy behind media relations vs. publicity: Differentiating between nurturing ongoing relationships with journalists (media relations) versus one-off efforts aimed at selling or promoting something specific (publicity).
- Owned vs. earned media: The significance of creating your own content platforms like blogs, podcasts, newsletters as an adjunct to earning media coverage on third-party channels.
- Tactics for gaining editorial exposure: Tips on becoming an authority in your field, including the importance of being active online, sharing expertise at events/conferences, and utilising owned media strategically to build credibility and to demonstrate your professional bona fides.
- The role of inbound vs outbound strategies: Balancing attracting inquiries from interested parties while also proactively reaching out to share one’s message with relevant audiences.
- Creating newsworthy content: Identifying opportunities within industry trends or current events that align with business messaging goals; using these hooks to garner interest from journalists.
Takeaways:
- Being proactive on social media can lead to valuable networking opportunities.
- Events provide powerful platforms for connecting personally with key individuals who influence your target audience.
- Establishing credibility through consistent thought leadership content helps attract inbound attention from the press.
- Tailoring messages that bridge gaps between what brands want to communicate versus what journalists seek is crucial for successful PR outreach efforts.
- Leveraging niche publications and modern hybrid-media outlets offers targeted exposure avenues often overlooked by traditional approaches.
- Emphasising visibility through various channels ensures broader reach and solidifies reputation over time, whether it’s speaking engagements or opinion pieces published online.
Actionable Tips:
- Audit your existing communication channels regularly ensuring they represent your brand effectively - first impressions count!
- Identify upcoming industry-relevant events where you might contribute expert opinions aligned with news agendas thus increasing chances of coverage.
- Develop rich evergreen content focused around unique perspectives within white spaces not heavily covered by competitors yet still valuable to readers/listeners/viewers.
If you want to extend the reach of your voice, generating exposure in independent media outlets is a great way to do it. Learn the best way to approach it in this week's episode!
Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung
24 episodes