Business Tools

Admit it seeing your competitors picture in a feature article in the newspaper or a trade publication gave you a flash of jealousy.

Youre right to be envious any prospective client for your services who reads that interview or feature automatically assumes your competitor is the leading expert in your field.

When prospects and clients read about you in newspapers, magazines, or hear you on the radio or TV, you get official third-party credibility that draws prospects like a magnet. Its as if that particular media outlet is actually endorsing your products or services.

So how can you get your fair share of media coverage for free?

Tap into Trends

Journalists are drawn to new trends but they are chained to their desks. They need someone like you to alert them to new developments in their beat.

Train yourself to become aware of trends by buying a notebook and keeping it handy so you can jot down your ideas. You can generate lots of ideas by:

- Attending trade shows.
- Listening to your clients questions.
- Noting articles in niche trade publications.
- Giving fresh new twists on evergreen subjects.

Connect with the Media

You can use the free media databases in the public library, but the easiest and most practical way to find journalists who write in your niche is to pay attention to bylines when you read newspapers and magazines.

If you are trying to attract the interest of a journalist who writes for the business section of local or national newspapers, make a point of writing their names and publications in your notebook or on your blackberry. Usually, journalists include their e-mail address where they can be reached.

At this point, you can either offer yourself as a resource or pitch an article idea directly.

Elements of an EFFECTIVE email pitch

A good e-mail pitch has the following characteristics.

- Timeliness (why is this pitch relevant today rather than last week?)
- Facts and/or Statistics (journalists need proof)
- Anecdotes (including true stories of people matching the publications target demographic are always appreciated)
- Pictures or illustrations (never send an attachment in your e-mail pitch, but if you have a relevant picture or chart, include a link or mention its availability).

Journalists are busy and easily distracted, so follow up on your pitch with another e-mail or a phone call. Dont bother asking did you get my e-mail pitch but do say something to the effect that you sent a pitch on xyz and now have new information (a new statistic, reason why your pitch is timely, anecdote) to share with them.

With soaring advertising costs, getting free media attention can brand your business and win new clients and customers. So grab that notebook and begin brainstorming story ideas today!