A mention in the media could be the spark your startup needs to set the world alight. If you can grab the attention of a reporter for more than ten seconds, that is.
Journalists are notoriously busy people. They are bombarded on a daily basis with news and stories from across their industry – with most of it getting unapologetically ignored.
So what chance does a fresh startup have in such a climate? Well, a pretty good one actually, if you make use of the right tools.
To help you get your foot in the media’s door, here are six awesome tools to help you win media coverage, even as a budding business.
1. HARO (Help a Writer Out)
HARO is perhaps the most popular tool on this list – and for good reason.
Reporters from news agencies like Reuters, Mashable and The New York Times make use of HARO to request information or to find an expert’s opinion for a story.
HARO manages a database brimming with sources that reporters can quote from, giving those sources the opportunity to get some media coverage in the process.
The guys over at Moz have devised FollowerWonk to let you search things like people's Twitter bios. Why on earth is that useful, you ask? Allow me to explain.
If your aim was to be covered by Gizmodo, you could use FollowerWonk to search for "gizmodo" and then browse all Twitter accounts that contain that keyword in their bio section, sorted by number of followers.
Once you have the list, you can then use it to find reporters who have previously published articles on Gizmodo relating to your industry. And there you have it, a targeted set of reporters to approach.
Cision is a highly-detailed media tool, touting itself as a Media Intelligence Platform.
It boasts a database that stores information on reporters including: location, email, phone numbers, social media profiles and areas of focus.
You can leverage cision to easily generate lists based on the types of reporters who will be most interested in your story.
MuckRack lets you search for keywords, company names, media types, and much more, to help you connect with the most relevant reporters.
You can also configure MuckRack to send you email notifications when journalists tweet or link to articles matching your search terms, which is insanely useful.
To get media coverage, your approach has to be professional and well organized. Not only because it makes your brand look good, but also because it helps journalists do their job.
No Journalist wants to report on a story with poorly presented press releases and multimedia. Why expend so much effort when so many other pitches are well laid out?
CoverageBook helps you streamline the process of putting your media pack together.
In business since 1992, ProfNet is the veteran on the list.
When a journalist is writing a story and needs an expert source, they submit their inquiry to ProfNet and it then gets distributed to a list of subscribers. By signing up, you can be on that list, and will then have the opportunity to respond to a reporter in need.
If all else fails, it’s also just a great way to stay updated about what journalists are writing about within your industry.
The tools above will undoubtedly open up doors for you with the media, you just have to ensure that your brand is worthy of coverage.For further reading, be sure to check out our guide on, How to PR Like a Pro: A Guide to Getting Media Attention.
About the Author
Kaya Ismail is a wordsmith and founder of Employ the Internet. He is a seasoned content marketer with a love for video games and coffee.