Jul 20, 2016 - 03:20 PM
While relationships are important, content is king. Have something unique, relevant, valuable and targeted. For example, don’t expect someone who covers large companies to write about a start-up or product that’s targeted at small businesses. If you are targeting local media, have news that is tied to that geography. The classic response from a reporter to a mis-pitched story is “have you even read my articles?” Don’t be that person.
Getting media coverage in general is about having compelling information – unique data, insight into a hot-button news issue, a product that is truly revolutionary, etc. If you can’t figure out how to make your story truly interesting to a large audience, go back to the drawing board.
Sep 28, 2017 - 12:04 PM
For the New York Times piece that was pure luck! A guy from a PR firm that serves the travel industry needed some data (for the NYT) but could not get some big name firm to call him back. He saw the Moz piece and called us. I almost hung up on him because I thought he was selling me travel packages. Then he mentioned the chance to get a mention in the New York Times and I was all ears!
But then again, if we hadn't written the Moz piece we would not have got the call.