How can I get my company featured in the media?

Be your own public relations (PR) specialist. You can learn how PR works and get publicity for your business. It takes time, effort and passion to learn how to communicate with medias but the results will be worthwhile.

Getting media coverage by reputable media outlets has been viewed as something only the ‘big boys’ can achieve. However, smaller players can be successful in getting media coverage as well.

There are benefits to handling your own publicity. They are:

• Credibility comes from the objective and independent viewpoint of the media.

• Cost effectiveness as engaging a PR Agency in Singapore can be expensive.

• Widespread awareness of your services and products that could bring leads and sales.

Tips on how you can get your company covered in the media

1. Know which media to target.

Ensure that you are familiar and up-to-date with the different types of media you are targeting. Target only those who have an audience that is relevant to your business

2. Build genuine relationships with the media.

Build a list of media contacts through trade shows or approaching reporters, journalists, editors and reviewers. Keep your introduction simple by introducing yourself as a prospective resource. Ask nothing more than for them to keep your information handy and allow you to send them your news.

3. Be able to identify what real news is.

Make sure the story is fitting for the publication.

4. Monitor and respond quickly to all enquiries from the media.

Be kind, helpful and prompt when journalists ask you for news or expert insights.

5. Learn how to write and send press releases.

Write in an interesting format that will get the reporter's attention and practise your ability for submitting press releases.

6. Provide a picture whenever possible and practical.

A great photo could potentially make a big difference in whether your story gets covered.

7. Always use a killer header in your news release.

Your header has to be catchy with a news hook. It must be able to stand out amongst the many news releases received by editors every single day.

Tip

Further points

Speak very carefully. Anything you speak about to a reporter is a matter of public record and can be referenced to as part of a story.

• Reporters are under no obligation to allow you to vet their story. It is their right on the subject. Also, do take note that your story may not get published at all if a more urgent story comes in. They are under no obligation to publish your story.

•  Ask what the deadline is and ensure that you send your information in with time to spare.

Monitor your press coverage to demonstrate tangible results and evaluate if your messages are accurately conveyed. This will help you to identify upcoming opportunities.

Keep a watchful eye on the print, online and broadcast press coverage that you receive, even though it is very time consuming. Use tools to monitor information about your organisation on the web, news, forums, blogs and videos.

Keeping track of your media coverage will

• help you to evaluate and improve on the effectiveness of your communications strategy

• help build credibility for your business when you show customers positive media coverage

• help boost company morale when you show your employees positive media coverage

Companies that experience great success doing PR on their own:

• Web design company Singapore

• Blockchain startups

• Fintech start ups

• Universities