Frustrated at seeing your competitors in articles read by your customers? Do you want to get your business named in the leading trade magazines, regional or national newspapers? Here are our seven steps to getting quoted.
- First of all, get a copy of all your target publications. Now read them! By understanding the style, format, regular topics and tone of a publication, you can target your approach to the features editor accurately.
- Ask the features editor or check online to see if the magazine publishes a forward features list. This will give you an indication of topics coming up which may be appropriate for your business.
- Once armed with all the right information, it’s the time to contact the editor in charge of planned or regular features. Be honest about your interests; ask about deadlines for features and the scope for contributing with either drafted comments, interviews or even fully written advice and opinion pieces. Be prepared to pitch an interesting topic or angle.
- Most editors prefer to receive feature or comment suggestions by email. When drafting your pitch, write with a headline in mind. It should be factual, eye catching and relevant – setting out what you could provide/cover and why this is relevant to the readership. State if you are able to provide a full article and include enough facts to support your ‘unique’ story.
Don’t forget to highlight the credibility of the author: why are you the expert?
- Keep trying; even the best pitch may go unnoticed in the pool of emails but the better you are able to demonstrate an understanding of the publication and the interests of its readership, the better your chances of being taken seriously.
- Do what you say you will: if you are asked to provide 200 words of hard-hitting comments, don’t submit something that is factual and dull. If you are booked in for a telephone interview at 10am, make sure you are available. This is how long-lasting relationships with editors are built.
- Finally, be pro-active. Keep reading your key target publications, and be quick off the mark with topical ideas.
If you don’t already have a PR adviser, contact RTS Media for help and advice about getting quoted.
With a strong network of media contacts and in-depth knowledge of professional services, Christina advises a range of businesses and law firms on media and business development initiatives.