As PR professionals, we are continuously asked to generate exposure for clients, their products and services as well as their views on topics relevant to their businesses. Clients have access to myriad media outlets online and when clients Google a story in a particular publication that even mentions a topic or theme relevant to their business, they assume that outlet is a perfect fit for their messaging. However, that’s not always the case, and it can be a waste of time and money if pursued. PR pros must help clients decide on cost-effective options to deliver their key messages to the right audience.
Here are six steps for getting media coverage that matters:
1. Have a game plan. Putting a media strategy in place that consists of themes, messages and audiences can keep a organization’s outreach focused. Without one, business owners and brand managers can drift away from goals and objectives, which can result in media exposure that does not help support its larger marketing strategy.