In today’s digital age, earning media coverage doesn’t have to be an expensive endeavor. With a little time and effort, you can bootstrap your own reactive digital PR campaign on a budget. In this guide, we will explore the key strategies and tactics you can use to get your brand noticed by journalists and secure valuable media coverage.
First and foremost, it’s important to get to know the key writers in your niche. Instead of trying to monitor every journalist out there, focus on a handful of top journalists and publications that you want to appear in. Follow them on social media platforms like Twitter and LinkedIn, read their articles, and send them an email introducing yourself and your expertise. By establishing a connection and staying on their radar, you increase your chances of being contacted when they need an expert opinion.
Timing is everything in reactive digital PR. Once an article is published, it’s too late to reach out to a journalist and ask to be included. You need to be proactive and act quickly when news breaks in your industry. For example, if there’s a major IT outage affecting various sectors, like doctors and airlines, and you have insights or expertise related to the issue, reach out to journalists right away. By being quick to respond, you can secure valuable coverage across tech blogs and national/international press.
In addition to newsjacking, there are other ways to share your expertise and experience with journalists. One approach is to respond to journalist requests. These requests can be found on platforms like #JournoRequests and Qwoted. When responding, provide answers that showcase your opinions and expertise, and don’t be afraid to add some personality to stand out from the crowd.
Another strategy is to repurpose your existing on-site content and social media content. If you have informative articles or videos on your website, consider repackaging them and reaching out to journalists who cover related topics. For example, if you’re a florist, you can repurpose an article on increasing the longevity of flowers and pitch it to journalists ahead of Valentine’s Day. Remember to rewrite the content to be fresh and tailored to each publication’s audience.
While these strategies can help you build relationships with journalists and increase awareness of your brand, it’s important to remember that digital PR is a long game. Building sustainable growth takes time and consistent effort. Quality over quantity is key when it comes to digital PR links, and it’s important to be willing to put yourself out there and share your knowledge and expertise without expecting guaranteed coverage or links.
Overall, DIY reactive digital PR can be a cost-effective way to earn media coverage for your brand. By following these strategies and tactics, you can establish relationships with journalists, secure valuable coverage, and increase visibility for your brand. Remember to be proactive, act quickly, and consistently share your expertise to see long-term success in your digital PR efforts.
