Here is a step-by-step guide to gaining media attention for your business. It takes a little forethought and time but the rewards are well worth the effort.
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Local media like local events particularly if they involve local people, so play on this advantage particularly if you are the first or only accredited garden centre in your area.
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Step 1 — Have a Good Story
The ingredients for a good story are:
- Immediacy - Is the news current and happening now?
- Prominence - Is the person or issue involved important?
- Proximity - Is the news close to your audience i.e. in their own 'backyard'
- Significance - Is the matter notable or consequential?
- Unusualness - Is the event or matter unique?
- Human interest - Can the audience identify with the issue?
- Conflict - Are there two sides to the story to generate conflict i.e. interest?
- Newness - Is it a first?
Useful angles for a newsworthy story:
- Local boy/girl makes good
- David and Goliath
- Aren't we clever
- Lies, damned lies and statistics
- Seasons and special occasions
- Nastiness at the bottom of the garden
- Cute and cuddly
- Beyond 2000/Back to nature
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Think creatively about any 'angle' your might present. The media likes something which is unique, novel, entertaining, informative etc. Sometimes you need to add a bit of 'spin' to your story to grab their attention. Don't try to turn the story into too much of an advertisement, however - the subtle approach is better.
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Step 2 — Identify Your Target
Create a list of potential media contacts, this could include the following:
- All specialist garden journalists
- Editor of all local newspapers
- News editors of local radio stations
- Editor of your Council's newsletter
- Breakfast and/or afternoon radio announcers
- News editor of your local television station
- Producer of any local current affairs television programs produced in your area
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Keep in mind the type of media you are approaching and their special needs. While a newspaper will want words and pictures, a radio station will want to capture sound and the television will want action. Think about what you can offer them to meet their requirements. As a rule of thumb, always make sure there is a visual element to your story - a picture speaks a thousand words. This doesn't necessarily involve taking the picture yourself - most media like to do their own shooting.
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Step 3 — Prepare Your Approach
It is important to be properly prepared before approaching the media so consider the following:
- Do you have all the facts to hand?
- Do you have your spokesperson or 'talent' ready?
- Have you thought about what picture opportunity or 'action' you can offer?
- Are you prepared for any questions (positive or negative)?
Media releases should be kept direct, to the point and in a format that is easy to read. Here are some useful guidelines for preparing a media release:
- One page, well spaced out
- Dated
- With headline
- Introduction (who, what, where, when, how)
- Sub headings
- Pyramid style (ie most important info first progressing to least important)
- Avoid jargon
- Provide contact information
- 'Package' it in a way that will get it noticed
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When sending the media release, it's worthwhile considering a gimmick to make sure it grabs their attention. For example wrap the release itself around a small plant or tuck it into a gardening glove (they can have the other glove when they come to your centre to conduct the interview!).
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Once you've sent your media release, follow up with a telephone call to find out if it has been received and if more information or assistance is required. This is your opportunity to 'sell' the story by persuading an otherwise unconvinced journalist that it really is newsworthy.
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Step 4 — Make Your Approach
Timing is critical. Be mindful of deadlines. Call the editor/journalist/producer at your local newspaper, radio or television station a couple of weeks in advance and ask them about their deadlines for receiving information and what sort of details they want. Here is a guide to deadlines, but note this may vary between organisations, so it is advisable to check with the individual media outlets as to their requirements.
- Monthly publication = 3 months notice
- Weekly publication = 3 weeks notice
- Daily publication = 48 hours notice
- Radio = 24 hours notice
- Television = 24 hours notice
The best form of approach is:
- Call in advance
- Ensure that you are targeting the correct person
- 'Pitch' the story
- Have a variety of options (ie they could come to an event or interview someone over the phone)
- Find out how they want to handle the story
- Send a media release/invitation
- Follow up
- Afterwards thank them for their assistance
If holding an event, it is important to remember the following:
- Greet all media as they arrive
- Give them a copy of the media kit
- Offer the spokesperson for interviews
- Suggest photo opportunities
- Listen to the requests from the media
- Don't expect them to stay long
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Afterwards it is important to follow up with the journalists and thank them for the coverage they have given to your story. This will also give you an opportunity to discuss with them any follow up story possibilities. By doing this you will also improve your rapport with the media contact making them more likely to assist with coverage of any future stories you may present.
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Your Action Plan
- Brainstorm ideas
- Draft a list of key media contacts
- Draft a media release/kit
- Make contact
- Distribute media release/kit
- Follow up with media
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