Entrepreneurs are making a common mistake while trying to get featured in magazines. They send out a press release to twenty different publications and are left wondering why no one responded. In truth, it is possible to secure coverage in publications, even when one does not have much of an established presence. It takes a good story, patience, and an understanding of the process.

Getting featured in the press has benefits that advertisements simply cannot provide. It reassures customers that a company is worth their time. It demonstrates to investors that the company is viable. Even the employees feel a sense of validation when they see their employer featured elsewhere.

Size is not a factor in many cases, either. Many publications need content on a regular basis and are constantly looking for ways to fill that demand. By providing quality content, even relatively small companies can get featured in larger magazines.

It is now time to discuss the actual process.

Reasons Why This Matters

Besides the simple validation that comes with being featured in the press, there are other reasons why entrepreneurs should pursue this. For one, people will not be as skeptical when they hear about the company. There is also value in the exposure that a publication can provide. The article can be reused for months, even years, after it is first published. This provides a steady stream of content for websites, social media posts, or even investor presentations. This final point is an oft-overlooked benefit; one good article can quietly pay for itself many times over.

Build Up a Reputation Before Contacting Anyone

This is something that few first-time founders realize; journalists will not write about you if they do not already know about you. Before contacting anyone, make sure that a name or brand has already been established to a small extent. There is no need for virality at this point. It is simply a matter of having posts, articles, podcasts, or other media appearances in general.

It is more important to have a few entries than it is to have one spectacular post. In six months, the two former tweets will have more staying power than the single spectacular post. After that, it becomes a matter of contacting journalists.

Find a Story, Not a Sales Pitch

Many people make the mistake of pitching a story as if it is an advertisement. Journalists can tell the two apart within the first sentence. It is crucial to identify what makes an organization interesting to others, not just rehashing a company’s talking points. A story can be about something that the company did, not just what the company is.

It is necessary to provide context, rather than simply listing off accomplishments. What makes a company valuable beyond its own operations? Has it accomplished something unusual? Has it done something unique compared to other similar organizations? What has it done that shows promise in a previously bleak industry? These are the kinds of questions that should be asked. The most important part is to describe an interesting event, not boast about a company’s successes.

It is crucial to keep in mind that every word has value. A journalist will recognize fluff writing immediately, so it is better to be concise and to the point rather than vague and wordy. If an article sounds like it was written for a press release, it will not have the same effect as one that sounds like it was written for an actual reader.

Choose Which Publications to Approach

It is important to understand what kind of story is needed for which magazines. There are few reasons why a real estate story would be appropriate for a financial magazine, for instance. On the other hand, many stories get pitched without anyone thinking about it. Before reaching out, read through a few issues of the publication to get an idea of what to write. This provides two benefits; understanding what to write, and being aware of how to phrase it so that it is not mistaken for an advertisement.

Think Like an Editor for a Moment

Editors get hundreds of pitches per week and spend seconds on each before determining whether to send it to a journalist or not. It is important to think critically about what gets sent. Are there any obvious reasons why the pitch would not be appropriate? Would someone who had no prior knowledge of the company be interested? Is there something particularly unique about it compared to other pitches the editor has seen? Can any claims be backed up with statistics, rather than vague adjectives? Would someone who saw the final article believe it was not an advertisement?

There are few things more frustrating for editors than pitches that sound like advertisements. They want to provide informative content for their readers, not receive unsolicited marketing.

Assemble the Media Kit

The media kit is a series of documents that serve to answer any questions a journalist may have about the company without having to ask individually. What information should be included? Almost anything that could be asked about the company should be answered and compiled. For example, a basic summary of what the company does, a biography of the people involved, a few good pictures, the company’s logo, any awards received, links to social media accounts, and the company’s website. The more information provided, the less time has to be spent asking for it later. It is better to make it easy than to make it difficult. It is best to make sure that any documents are accessible. A journalist should not have to spend hours trying to contact someone to ask for a document that could have been requested and sent out in the morning.

Write the Pitch Email

The email should introduce the company, briefly summarize the story, list any supporting statistics, ask if the story is of interest, and request a call if it is. Any fluff should be removed so that the email can be read in one sitting. The subject line should not be boring. The body of the email should briefly explain who the company is. The story should then be told clearly, concisely, and without unneeded embellishment. A few supporting statistics should then be listed. Finally, a short paragraph asking if it is of interest should be written. If it can, it should also request a call to discuss the details further. The most important thing to avoid is generic emails; if the same message could be sent to fifty different magazines, it will likely be met with fifty rejections.

Provide a Point of View Rather Than Simply Talking About Oneself

It is not always about what can be said about a company. Sometimes, magazines need to talk about an industry, rather than a singular organization. They will request commentary from people on the subject, ranging from industry trends to what is happening overall. If one has an alternative view to share rather than simply talking about what one’s company is doing, it can greatly increase the value of the coverage. Mentioning what one is doing at the end can be a good way to do this, without simply talking about oneself the entire time. After doing this a few times, it is more likely that a journalist will come to one for a story, rather than the other way around.

Relationships Are Much More Important Than Cold Contact Attempts

Very few stories come about from a cold email. It is much more common for a relationship to have been built before either side makes an attempt at contacting the other. There are several ways to do this. By following journalists on social media and commenting on their posts, one can make a good first impression. Sharing their work is also a good way to introduce oneself without asking for anything directly. By commenting on articles that one reads, one can demonstrate that they are knowledgeable about the subject at hand. It is important to not be annoying, obviously, but it is a worthwhile endeavor. Most people who do this are eventually rewarded, if only by being remembered later.

It is not always about asking for something. By simply sharing what others are doing, one can build up a rapport with them. If one leaves comments on posts, those people are likely to remember that one later. It is important to respond to questions or comments as well; journalists will remember friendly replies faster than ones that are dismissive.

Become an Expert in One’s Own Industry

Many people fail to become experts at their own jobs. It is important to be able to share knowledge, not only about one’s own products or services but also one’s own industry. This increases the value one offers, as it is not simply a company making claims about itself. By publishing articles, one demonstrates that there is a willingness to share rather than sell. Speaking publicly, where possible, helps to increase that further. Publishing research, if any, can also help immensely. The more one can demonstrate expertise in the field, the less one has to worry about getting featured elsewhere.

Time the Attempt Around Something Worth Mentioning

There are some specific points that are always worth mentioning. New launches, funding rounds, partnerships, and expansions into new markets are all good examples. Anything that demonstrates growth in some capacity is useful. It is important to make sure that what one does is worth mentioning, rather than simply hoping that it will be.

It is worth mentioning a new acquisition or a larger office, but not every new product launch is worth promoting. Every company should also have something that can be mentioned, even if it is only an exciting customer testimonial. Something interesting always helps.

Support Any Statements Made With Statistics

Opinions are worthless to most people. Numbers, on the other hand, can be interesting. When statistics can be used to support a claim or demonstrate a point, they should be used. It is not necessary to attach an entire spreadsheet to a pitch email, but numbers can demonstrate a point better than most opinions ever could.

Make Sure Everything Looks Professional Online

If one is going to be featured in a publication, it is important to look professional online. Many people search potential candidates before contacting them, so it is important to make a good first impression. LinkedIn profiles should be up to date. Websites should be maintained regularly. Everything that appears publicly should look good, even if it is not actively promoted. There are many different places to be found, from industry directories to general search engines. It is important to ensure that everything looks presentable, even if it is only a small detail. This can make all the difference between being hired and being rejected.

Know What to Do if Contact Is Established

If contact has been established, it is important to know what to do next. One should not panic about last-minute details, for example. It is always a good idea to have talking points prepared, as well as statistics that can be shared. A general understanding of who reads the publication is also helpful, as it means that unnecessary exposition can be avoided. It is always a good idea to keep conversations open-ended, especially when it comes to discussing stories. It can lead to multiple opportunities rather than just a single one.

Should One Hire Someone Else for This?

At some point, it can become too time-consuming to do everything oneself, especially when a company reaches a certain level of growth. A PR person or agency can take over some responsibilities, rather than doing everything oneself. Finding opportunities, establishing relationships, managing the process, and even handling the logistics can all be handled by someone else. It is not always necessary, but it can free up a considerable amount of time when it is needed most.

Common Mistakes Made That Prevent Coverage

Many stories that could have been featured in publications never get covered due to various minor reasons. Sending the same email everywhere is an obvious mistake. Trying to sound like an advertisement rather than a story is another. Failing to follow a publication’s specific guidelines is also a poor choice. Emailing the wrong type of publication entirely, leaving out the facts that would support the story, or following up too many times can all lead to rejections as well. Exaggerating the numbers or statistics that are provided prevents credibility from being established. Any of these mistakes can be avoided with a minimum of effort.

This Takes Longer Than One Might Expect

This process can take much longer than expected, unfortunately. Many people expect rapid results, as seen on other social media platforms, but coverage rarely comes rapidly. In many cases, it can take months or even years to build the necessary reputation with journalists to the point that they will actually contact the founder. It is important to continue publishing content regularly, even when no one seems to be reacting. It builds up over time rather than coming all at once. No one achieves instant success, unfortunately.

Make Sure to Actually Use the Coverage That One Gets

Once coverage has been achieved, it is important to use it. It should be posted on company websites, shared on social media, used as a sales tool, and even shown to investors whenever possible. One article, if used correctly, can provide a steady stream of content for years.

Final Thoughts

This is an overview of why it can be worth pursuing, as well as how to do it. There is no easy answer in most cases, unfortunately, but it can be done with enough effort. There are no quick wins, but there are long-term rewards. Once the proper reputation has been established, coverage can come much easier. In many cases, it can even be done without much effort at all.