Guest Author: Amy Merrywest, PR expert
Have you ever wondered how some online businesses manage to build so much trust with their audience that anything they offer seems to fly off the shelves? Or how their services seem like a no-brainer to buy because people already believe in them and their expertise?
That’s the magic of having an established reputation, and PR plays a huge role in building that credibility.
Now, you might be sitting there thinking, “But how can I possibly get press coverage when I don’t have a massive following, a fancy PR team, or even a website that’s fully polished?”
Here’s the truth: as long as you have a business and you know what you’re good at, you can get press coverage. Everyone I just described started exactly where you are right now.
Below, I’m going to share the three key things you need to do to start getting press coverage for your business.
Work Out What You Know That the Press Will Want
The press loves three things: real-life stories, actionable tips and strong opinions. And when I say real-life stories, I don’t mean spilling your personal life all over the place, I mean business stories or life experiences that feel authentic and relatable.
The easiest way to get started? Think about what you know that the press might actually want.
Start by making a list of everything you know in a professional capacity. These could be the things you help your clients with, trends you’ve noticed in your industry, or even your take on something happening in the news right now. Got an opinion on it? Great – write it down.
Brainstorm away! Jot down all the stuff you know, all the advice you could share and every opinion you’ve got about your industry or the world around it. This is your starting point for press-worthy content.
Make It Relevant: Focus on What’s Timely Right Now
Once you’ve created a list of everything you know, everything you can give advice or share opinions on, it’s time to filter that list down to what’s timely right now. The press loves stories that are relevant to the current moment, it’s what makes them newsworthy.
Think about what’s happening right now, not next week or next month. And if nothing immediately aligns, take your expertise and make it timely. For example, if you’re a sobriety coach, January is the perfect time to pitch your advice for Dry January. Or, if you’re a fashion stylist and summer is just around the corner, you could offer tips on the best summer shoes to keep your feet cool or how to effortlessly transition a beach look into an evening outfit.
The key is to match your knowledge with what’s buzzing in the world right now. That’s how you grab the press’s attention.
Start Making Friends with the Press
Now that you know what the press wants, it’s time to focus on something just as important: building connections with journalists. Relationships are everything in PR, so start by exploring places like my Pitch and Shout group on Facebook – a hub where experts and journalists connect. Take note of what journalists are talking about and the kinds of stories they’re writing that align with your expertise.
Next, find journalists on social media, follow them and engage with their content. Read your favourite magazines or dream publications where you’d love to be featured, and pay attention to the bylines – who’s covering your topics? Start connecting with those journalists online and show genuine interest in their work.
Winning the press over isn’t just about having brilliant ideas; it’s about going the extra mile. Do your homework, put in the effort and show them that you’re not just pitching – you’re building a relationship.
Amy Merrywest is a seasoned PR expert and mentor who empowers businesses to not only secure press coverage but also strategically leverage those features to fuel their growth and boost their reputation. Discover more about Amy’s approach and download her free PR guides here, or explore her services on her website here.
