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71 Top Tips for Getting Media Coverage
By: Jeannine Wheeler
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“A well-crafted pitch does wonders, but that’s only one piece of the puzzle,” says Cision in a recent report. “With so many brands pitching traditional outlets, trade publications, highly trafficked blogs and influential social media voices, how can you stand out?”

Cision recommends 71 ways to do so.

There are two that particularly stand out.

Deliver proprietary data. Examine data over time to identify industry trends. Present your statistics and insights in a compelling way to persuade reporters to use the information. Remember, reporters love exclusives.

IN 2004, for example, Dove commissioned a report on how society defines female beauty. Dove used the results in a subsequent campaign focusing on empowering women, which won worldwide recognition.

Sign up for HARO source requests. Monitor the three daily Help a Reporter Out (HARO) emails and respond quickly to urgent source requests. Avoid attachments and address all the reporter’s requirements in 75 words or less for the best chances of success.

Voices.com — a website that connects businesses with voice talent — used HARO to monitor source requests and landed mentions in Fast Company, The Globe and Mail, and The Guardian, quickly elevating the brand and earning it highly targeted media hits.

Cision’s full report of 71 Ways to Get Media Coverage is chock full of top tips for getting coverage using a variety of techniques, from picking up the phone to creating a digital newsroom. It is available here.


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About the Author
Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.
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