This was the title of an incredibly insightful talk by Sally Brockway at Enterprise Nation’s StartUp 2020 event last month. Some of the key learnings I took from it were:

  • What is your story?… boring no-one is interested in you 😴
  • Create a story – get copies of newspapers, magazines etc. you want to be featured in and look at headlines, pictures and first paragraph
  • I have a story, what next?
    • Elevator pitch to trusted adviser
    • Send a press release to chosen publications (send to the Features Editor or News Editor)
    • Include low res pictures + link to high res shots
    • Spend money on photographer to take some decent images 👌🏻
    • Don’t make it more than one sheet of A4
    • Do research on the platforms you’re going to send it to
    • You might consider collaborating with other relevant organisations to enhance the story
  • Be the expert in your chosen field
  • #JournoRequest on Twitter – journalists put out their requests on Twitter and you need to respond on Twitter
  • Response Source (annual cost circa £1k) they will send you relevant #JournoRequests
  • Pitching to #JournoRequest – succinct as possible, bullet points, link to website, low-res shot of yourself for good measure
  • Personal stories that can then help promote your business – keep looking at stories currently in relevant publications as research
  • Newsjacking – just after breaking news – requires you to pay attention to news (set up Google alert, act quickly!)
  • Just get out and do stuff, attend events, become a speaker (you never know who’s in the audience)
  • Don’t become discouraged by no’s, but if you get a lot of them (decent sample size) then it might be time to re-evaluate your strategy
  • Email subject line so so important, a great example being… “Diet Coke could kill me”
  • Send journalists just the facts
  • You can phone the Editorial Assistant to ask for relevant journalist contact details

Harvey