There have been some huge press blunders in 2017, as the article recently published in Forbes confirms (1). United Airlines’ failure to deal appropriately with the bad press it received after aggressively removing a passenger from a flight being just one example. Whether you’re suffering from bad press, or just interested in generating more hype, there are a number of tactics you can employ to improve your press coverage
Some companies turn to the advice of technology experts. It’s a valid solution that can save you a great deal of time, speed up results and give you the chance to reap the benefits of having trained professionals on board.
Others choose to manage things independently for professional development reasons and to save on outsourcing costs. If this sounds like the better option for you, the following tips are designed to help you use technology to your advantage…
Over recent years, studies have shown that surveys can improve press coverage. The data gathered from both free and paid-for survey sites provides the information necessary to decide what kind of press action to take (2).
Primary data reveals the customer’s needs and identifies clearly defined demographics. Secondary data helps businesses decide when and where to begin their press campaigns.
Choices can be made related to the platform: social media, print advertisements, or television, for example. Data gathered dictates timing too. Sometimes press coverage during the holiday period is a waste of time and investment, for example.
- Social Media
The number of social media platforms at our disposal continues to rise. With a decent focus on the main drivers of communication – Facebook, Twitter and LinkedIn – you can use technology to improve your press coverage fairly quickly.
Tag relevant people – influential journalists who might be interested in what you have to say, for example. Establish your company as a reputable firm by responding to comments and publishing well-researched, carefully cited content.
Achieving direct engagement with possible clients via social media is like nothing else. It’s one of the most focused forms of technology for press coverage available to us.
The only thing to be careful of is when bad press coverage gets out of control, because on social media it can be deadly.
One of the best ways of using technology to encourage people to take an interest in what you do is to create informed content on a regular basis. This is where the power of blogs comes into play.
If you blog regularly and the content you produce is both well-researched and interesting, you have the opportunity to construct a solid reputation in your industry. Even new blogs can improve press coverage.
Blogs provide a platform for you to publish company updates, goals, milestones and achievements. They are places where interested parties, with influence in the press, can learn more about you and can find a way of contacting you directly. Blogs require time, effort and thought, but the results you can achieve in the long-term make the initial uphill slog worthwhile.
Image requirements for web and print-based media are very different. What’s more, each website, online publication or blog will have its own set of image specifications, normally made available to interested parties via the contributions section of the site.
You may have sent a cracking press release or story to the editor of a top online publication, but if you haven’t got the selection of the accompanying image quite right, and you’re not world famous, you’ll probably be rejected.
When managing your press and publicity independently, you should consider becoming a dab hand at using programs like Adobe Photoshop or Illustrator. An image that is simply too large for the site’s system can become the only reason why an editor decides not to publish your press release.
According to an article published by Forbes, video will claim more than 80% of all web traffic by 2019 (3). This means that, if we want to increase our press coverage, video is one of the most useful forms of technology available to us.
It can send our content, opinions, services and products viral and help our business or organization to find its way into the hands of those who matter. This includes adding video to marketing emails, embedding video in landing pages and posting video content to sites like YouTube.
- Research and Connections
As well as using the internet and social media to post content that will help us to improve press coverage, we can use this same technology to perform the research necessary to make useful connections.
Influential journalists can be found all over the internet. It’s simply a question of doing thorough research, building a case for your business or organization and then making direct contact with the people you believe would be most interested in what you have to say and most useful to you.
- PR Platforms
Technology also lends us a hand in the form of specially designed platforms for the publishing of press releases. In some ways, these sites can be one of the easiest and quickest ways of getting press coverage, particularly if your business or organization is always involved in new and interesting projects that you can write about.
One such site is called PR Newswire. When you publish your press release to this site, it is automatically shared with thousands of potential news platforms all at once. If you do a good job, one of them just might choose to pick up your piece and publish it.