When it comes to elevating your expertise by getting in the media, there are different news hooks that you can use to make an impact.
The strength of your news hook can either make or break how successful your PR pitch is going to be. It needs to be bold, attention grabbing and also relevant to the reader/listener/viewer of the media outlet that you’re pitching to.
For the past 20 years I’ve been using a mixture of news hooks to secure publicity for my clients and I’d like to share those with you today, so that you too can get yourself in the media, attract perfect-fit clients and increase your income.
Have you used any of the news hooks listed? Get in touch to let me know.
1. EXPERT COMMENT
This is one of the most popular ways of sharing your expertise and building relationships with key journalists. Most journalists rely on experts to back up a statement that they’re making in an article, or a news piece.
You only need to flick through a magazine or watch the news on TV to see that experts add an extra layer of credibility.
That could easily be you.
2. TRIED & TESTED REVIEWS
As a business owner you’ll know the power of a personal recommendation or referral. It’s no different if a journalist experiences your product or service and writes a review about it. If anything, a review from a journalist is one of the biggest boosts to your business.
It’s such an incredible accolade too!
Imagine how awesome it would be for the beauty editor to write about your vegan skincare range, or the latest non-invasive treatment. Or the lifestyle editor to rate your fitness class, or the literary editor to write about your book.
This level of clout can only be earned, it cannot be bought
Pitch your brand to journalists and it could easily be your product or service that they’re writing about.
3. AWARENESS DAYS
Are you a dog trainer or behaviourist? Do you know that the editor of Vogue takes her dog to work? Then send her tips on how to help the dog behave during important Zoom calls, but do it so that it ties in nicely with ‘take your dog to work day’.
Even if you don’t get featured in Vogue (it’s not really a Vogue story tbh!) chances are you’ll get a mention on their Twitter or Instagram accounts, and no doubt they have several hundred thousand followers who will interact and engage with their post. AND, they may even tag your brand in the post, increasing your visbility even further.
You may not consider it as getting in the media, but a tweet from a well renowned, well-respected editor could have a massive impact on your business.
Never underestimate the power of a social media post. You get to share it with your social media followers, blog about it and even announce the news to your email list.
Again, this improves visibility, credibility and gives you a reason to remind your audience why they should work with you/buy from you.
4. TRENDS
If you’re looking to catapult your credibility, then predicting trends is an incredible way of cementing your expert status. Just make sure you get the timing right!
- If you work in fashion you could be predicting next season’s fashion trends.
- If you work in the wedding industry you could be predicting the next best style for fashion-forward brides. Or you could predict the designer chosen to make the next Royal gown.
- If you’re a florist then you could demonstrate how to incorporate the latest Pantone colours into your wedding bouquet, Christmas wreath or your weekly flower arrangement
- If you’re a leadership coach you can talk about the top 5 things that will improve team performance
- If you’re a menopause coach you can predict which five natural remedies people can try
5. CASE STUDIES
You know I mentioned earlier that a review from a journalist is a real power boost to your business? Well, so is a case study. It proves what you’ve helped people achieve.
Case studies work really well if there’s a visual representation of what has been achieved. If you’re a personal trainer, health coach or nutritionist and have helped a client to lose an impressive amount of weight, then the press will go nuts for it.
What’s even better is if there’s more of a story that journalists (and their audience) can delve in to.
- Has the weight loss given them the courage to leave an abusive relationship?
- Did it give them the confidence to go for that promotion, or ask for a £10k pay rise and get it?
- Has it enabled them to conceive their first child against the odds?
Case studies are incredibly powerful as the person who has used your product/ service/treatment/class is sharing their experience of working with you AND showing the results that you were able to deliver.
You cannot pay for that kind of positive PR exposure.
6. AWARDS
Have you been shortlisted for an award, been a finalist or even an award winner? Then you need to shout about it to gain even more recognition for your hard work and excellence.
Local media outlets and industry specific media outlets are the perfect place to catapult your credibility and position you as the expert that you are. Not only do you get to be revered by your local community but your industry peers too.
And as I’ve mentioned above, it gives you great content to share on social media and to your email list too.
(Don’t forget to tag the event organisers and other winners/finalists in your posts to ensure that your news is being spread even further afield)
7. FUN FACTS & STATS
The news can often be a bit boring, sombre or really fucking miserable. Fun facts and stats give an injection of joy and put a smile on everyone’s faces.
If you’ve recently run a survey or an opinion poll and it’s resulted in some interesting statistics, share them!
If sales for a certain product have seen a boost in popularity, then create a news hook and share the information.
Daily newspapers especially are big fans of fun facts and stats; from how often Brits change their bedding to our favourite sexual position.
The weirder and more wonderful they can be, the better!
IN SUMMARY
These seven news hooks can be used at any point in your business journey to boost your brand, elevate your expertise and catapult your credibility.
Some would argue that no publicity is bad publicity, but as a PR consultant & Reputation Manager, I wouldn’t necessarily agree!
The most important thing to ask yourself is this:
❓Will this been seen by my ideal clients?
❓Does this reflect by brand values and beliefs in a good light?
❓Will I be able to use PR coverage as part of my marketing strategy to ensure I’m maximising all opportunities?
If the answer is YES then you’re on to a winner!
PS: If you’d love to be featured in the press but you just don’t have the time, the headspace or capacity to do it yourself, then I have something for you!
Pitch Bitch is a mini-PR project where I’ll work with you as a 121 client and secure 2-3 pieces of coverage for you.
The investment is £750 + VAT, which can be paid in full or across 3x monthly instalments. For more information, click here
