You’ve worked hard to create a great product or service, and you want to share it with the world. You know that getting media attention can boost your brand awareness, credibility, and sales. But how do you get journalists to notice you and your brand?
The truth is, getting media attention is not easy. It takes time, effort, and strategy. You may be making some common mistakes that are preventing you from getting the exposure you deserve. Here are 5 of the main reasons why your brand may not be getting the media attention that you deserve, and how to fix them.
Reason 1: You’re not visible enough in the PR landscape
One of the biggest challenges for any brand is to stand out from the crowd. There are thousands of brands competing for the same media attention, and journalists are bombarded with pitches and press releases every day. How do you make sure your brand gets noticed?
One of the best ways to increase your visibility in the PR landscape is to use a platform like Press Loft to house all of your high-res images. Press Loft is a PR tool designed to connect brands with journalists, bloggers, and influencers seamlessly. By uploading your images to Press Loft, you gain exposure to thousands of media contacts who are looking for products and stories like yours. Your product images are readily available for the media to download, and use in their stories 24/7, removing the need for traditional pitching.
Press Loft also helps you create and distribute press releases, respond to media call-outs, set up collaborations with influencers as well as track your download and coverage activity. By using Press Loft, you can save time, money, and hassle, and increase your chances of getting noticed by your dream publications.
Reason 2: You’re focusing too much on paid media and neglecting PR
Paid media, such as advertising, social media ads, and sponsored posts, can be a great way to reach your target audience and drive traffic to your website. However, paid media alone is not enough to build a strong and lasting brand reputation. You also need to invest in PR, which is the art of getting free or earned media coverage.
Designating more time to your PR can have many benefits for your brand, such as:
- Building trust and credibility with your target audience
- Enhancing your brand image and reputation
- Increasing your organic reach and SEO ranking
- Generating word-of-mouth and referrals
- Driving conversions and sales
While paid media can have a short-term impact, PR can have a long-term effect. PR can help you establish your brand as an authority, a leader, and a trusted source in your industry. PR can also help you create a loyal community of advocates who will spread the word about your brand.
Therefore, you shouldn’t neglect PR in favour of paid media. Instead, utilise both strategies and use them to complement one another. For example, you can use paid media to amplify your PR coverage, or use PR to generate content for your paid media campaigns.
Reason 3: Your image assets are not high-res or not available in different formats
Journalists are busy and are working with tight deadlines. They don’t have time to wait for you to send them higher-res images or to edit them to fit their needs. They want to have access to a variety of image options that they can easily download and use in their stories instantly.
If your image assets are too low resolution or not available in different formats, you may be missing out on valuable coverage opportunities. Journalists may skip your brand or choose another one that has better images to offer.
To avoid this, make sure your image assets are high-res and available in different formats. For example, you should have both lifestyle and cut-out options for your products, as well as different angles, colours, and sizes if that is relevant for your product.
By having a variety of high-res image options, you can increase your chances of getting journalist downloads and media coverage in both print and online publications. You can also showcase your products in the best possible way and attract more customers.
Reason 4: You’re not paying attention to deadlines or planning ahead of key dates
Another common mistake that brands make is not paying attention to deadlines or planning ahead of key dates in the editorial calendar. Journalists work with different lead times, depending on the type and frequency of their media outlet. For example, a monthly magazine may have a lead time of several months, while a weekly newspaper may have a lead time of a few weeks at most.
If you’re not aware of the deadlines or lead times of the media outlets you’re targeting, you may be too late or too early with your pitch or press release. You may miss the opportunity to get your brand featured in a relevant story or issue. Or you may annoy the journalist by sending them something that is not timely or relevant.
To avoid this, you should do your research and find out the deadlines and lead times of the media outlets you’re targeting. Plan ahead of key dates in the editorial calendar, such as holidays, seasons, events, and trends. Use this to create a PR calendar that outlines when and how you’re going to pitch or send your press releases to the media.
By paying attention to deadlines and planning ahead of key dates, you can increase your chances of getting media attention and journalist downloads. You can also align your brand with the topics and themes that your audience is interested in and engaged with.
Reason 5: You’re not targeting the right media outlets or journalists
Another common mistake that brands make if they opt to use traditional pitching as part of their strategy is not targeting the right media outlets or journalists for their PR campaigns. Not all media outlets and journalists are relevant or interested in your brand, product, or story. If you’re sending generic or mass pitches/press releases to the wrong media contacts, you’re wasting your time and resources, and you’re risking damaging your reputation.
To avoid this, do your homework and research the media outlets and journalists that are relevant and likely to be interested in your brand. Tailor your pitches or press releases to each contact, highlighting why your brand, product, or story is a good fit for them and their audience. Be sure to personalise your communication and address the media outlet or journalist by name.
By targeting the right media outlets or journalists, you can increase your chances of getting media attention. This will also help to build rapport and relationships with the right kind of journalists that can lead to future coverage.
What is Press Loft?
Press Loft www.pressloft.com is a PR platform specialising in the home, gift, and lifestyle sectors that helps thousands of brands to get their products into the press.
Their PR tools allow companies to easily secure press coverage and quality backlinks for SEO by connecting with their network of 26,000+ journalists, bloggers, and influencers.
If you are looking to get your products featured in the press, Press Loft offers a 60-day free trial (only available to new customers).
