How to get journalists and bloggers to write about you

Great PR can shift your business in the best way. So how do you get journalists and bloggers to write about your business?

Here’s how:

The goal.Getting your story in front of people is a chance to enrich your brand’s story and become top of mind. If you’re trying to score free advertising, it’ll be an uphill battle and you’ll lose credibility with journalists quickly.
Your story. Journalists and bloggers look for stories. So what’s yours? Think about your angle and what will resonate with readers. Basically, make it easy for journalists to say yes.
The storyteller. Be where your audience is. That might mean connecting with a local reporter who covers the food scene in your city. Or an industry enthusiast who keeps a weekly blog.
Pitch it. Keep your email pitch brief, make it personal and explain why you’re reaching out, your story and why their readers might care about this story. Journalists and bloggers are busy people, so give them space but be sure to follow up.
Be a resource. Building relationships with journalists and bloggers is important. When they need a comment or background on an industry, they’ll reach out to you as the expert.

[MUSIC PLAYING] Do you know about TOMS, the awesome shoe company that gives away a pair of shoes every time someone buys a pair? Well, their founder, Blake Murkowski, was near broke when the LA Times covered his mission. This cover story was the start of his success. Now, Blake didn't pay for this big break. He earned it with hard work, dedication, and, yes, luck. Great PR can shift your business in the best way, so how can you get it?

Start with keeping the goal in mind for PR. Getting your story in front of thousands of readers is a chance to enrich your brand's story and become top of mind. If you're trying to score free advertising, it'll be an uphill battle, and you'll lose credibility with journalists quickly. Journalists and bloggers, whether they're part of a bigger news team or run their own independent publication, write for their readers.

They look for stories, so what's yours? How are you changing the world, making a difference, using technology in a new way? Bringing value to your customers. Think of the story that would matter to the reader. Think about your angle. Basically, make it easy for journalists to say yes. Once you've thought about your angle and the story you want to share with an audience, where does that audience go for their news?

It might be a local reporter who covers the food scene in your city. It might be an industry enthusiast who keeps up a weekly blog. Be where your audience is. So when you have your story, it's time to pitch to a writer. Keep your email pitch brief, make it personal, and explain why you're reaching out, your story, and why their readers might care about this story.

Your pitch could be about the industry, how you relate to the economy, or simple as a new way of doing things that should make people's lives a little easier. Journalists and bloggers are busy people, so give them space but be sure to follow up. If and when you do follow up, be responsive. They are likely on a tight deadline. Just because you pitched the story doesn't guarantee you'll be featured this time.

Building relationships with journalists and bloggers is important. When they need a comment or background on an industry, they'll reach out to you as the expert. Check out helpareporter.com. They send emails for stories they need sources for multiple times a day. It's a relatively easy way to be a constant resource. And when you do get your story, share it on your site in social.

Be proud. I'm sure your mind's already in motion. To keep up your momentum, we've added a list of helpful links in the notes below. Good luck. You got this.

Check out Help A Reporter. They send emails for stories they need sources for multiple times a day. It's a relatively easy way to be a constant resource.