We recently explored the world of influencers: their methods, advantages, and disadvantages. As these are paid marketing opportunities, we wanted to review how to get press for free.
As we all know the expression “there is no such thing as a free lunch” is all too accurate. Editorial coverage in its true form is indeed free; however, it comes with some cost. The cost for editorial coverage is time and effort. As most of us are short on time and energy, lets explore some efficient ways to spend our resources to acquire editorial coverage.
There are two ways to pursue placements:
Reactive - find reporters that are doing a story about something that already relates to your property
There are a number of ways to look for (best if looked for daily because there are many days that there will be no reporters that are doing a story that is a match…but some days there will be a perfect match) reporters doing a story that is right for you.
Here are some places where reporters are looking for sources to fill out their stories:
Some important things to keep in mind:
The reporter queries have deadlines
Reporters often go with people that respond first
If they ask for pictures they need them to be high resolution. Keep in mind that if they ask for pictures you are likely going to be in the article so send them immediately (But pay attention to the request as some reporters want a link to Dropbox or similar)!
If you have a reporter’s attention, all communication/requests need to be responded to immediately.
Spending literally 3 minutes a day looking through queries from the outlets above can land very nice placements. Even if there are only a few perfect opportunities a year, it can end up being a very efficient use of your time.