We know that media attention can be a game-changer, providing your business with credibility, visibility, and a valuable platform to reach your target audience. However, this begs the question – how to get media attention for your business. How can you effectively navigate the world of media and secure that coveted coverage?
In a recent episode of the Predictable B2B Success podcast, renowned press release expert Mickie Kennedy shared his insights on garnering media attention for your business. As the founder and president of Erelases, a leader in press release distribution, Mickie has helped countless small businesses, startups, and authors increase their visibility through media coverage.
In this blog post, we’ll explore some key takeaways from Mickie’s interview, including the effectiveness of press releases, the power of strategic storytelling, and the importance of leveraging surveys and industry associations. By implementing these strategies, you can position your business for success in the competitive media landscape.
Read on as we uncover valuable tips and techniques to help your business stand out and capture the attention it deserves in the ever-evolving world of media.
Watch the episode
About Mickie Kennedy
Mickie Kennedy is the founder and president of EReleases, a small business leader in press release distribution. With a focus on helping small businesses, startups, and authors increase visibility and credibility through media coverage, Mickie’s expertise lies in strategizing press releases that generate media pickup.
With over ten years of experience in the industry, Mickie understands the power of storytelling and the importance of creating newsworthy press releases. Through innovative approaches such as conducting surveys and offering analysis, Mickie has helped numerous clients achieve significant earned media coverage, driving website traffic and attracting quality customers.
How to Get Media Attention for Your Business: Insights from Mickie Kennedy
Getting media attention is crucial for the growth and success of any business. It increases visibility, enhances credibility, attracts quality customers, and helps establish industry expertise. In this blog post, we will explore key points from the episode featuring Mickie Kennedy, the founder, and president of Erelases, to help you acquire media attention for your business. Each point will be backed up by verified statistics and scientific evidence, allowing you to make informed decisions. Additionally, actionable takeaways will be provided for each point, enabling you to implement effective media outreach strategies.
1. Understand the Power of Public Relations in B2B (Business to Business):
Public relations can significantly impact B2B success depending on the industry and product. According to a survey conducted by PR Newswire, 81% of respondents agreed that PR drives more conversions than other marketing tactics. When done strategically, PR can create recognition and lead to valuable business opportunities.
Actionable takeaway: Make PR integral to your B2B marketing strategy. Identify key trade publications in your industry and develop relationships with journalists.
2. Share Success Stories to Establish Social Proof:
Sharing success stories with customers and leads provides an implied endorsement and social proof. Customers are more likely to trust a business recognized and featured in familiar trade publications.
Actionable takeaway: Identify and feature your success stories in press releases or case studies. Leverage these stories to establish credibility and build trust with potential customers.
3. Embrace Trade Associations for Better Survey Responses:
Partnering with trade associations can be a highly effective way to increase survey responses. Members of trade associations are more likely to participate in surveys sent by their association. Trade associations can also promote surveys on social media to engage their members.
Actionable takeaway: Identify relevant industry trade associations and explore collaboration opportunities. Use surveys as a tool to collect valuable data and gain media attention.
4. Leverage Survey Results for Marketing Purposes:
Collecting personal information through surveys can be used for marketing purposes and to share survey results. Offering an incentive, such as a package of survey results or a report, encourages respondents to provide their email addresses.
Actionable takeaway: Develop a survey that aligns with your business goals. Consider offering a valuable resource in exchange for survey participation and email addresses.
5. Optimize Press Releases for Maximum Impact:
Press releases can be a powerful tool to generate media coverage and enhance brand visibility. During times of economic downturn, when marketers may struggle to invest in paid ad campaigns, press releases become even more critical. A well-executed press release can lead to earned media coverage and original articles about your business.
Actionable takeaway: Craft compelling press releases supported by data, relevant research, and interesting stories. Ensure your press releases are multimedia-rich, including impactful photos, videos, infographics, and charts.
6. Craft Strategic Quotes to Inspire Journalists:
Including powerful and memorable quotes in press releases is crucial. Quotes should be succinct, creative, and difficult to paraphrase, retaining their impact. Statistics show that quotes are often safe and lack substance, so investing time in crafting memorable quotes can differentiate your press release.
Actionable takeaway: Spend time crafting meaningful quotes that capture the essence of your message. Think creatively and aim to inspire journalists, increasing the likelihood of inclusion in articles.
7. Challenge Industry Norms to Attract Media Attention:
Taking a contrarian or dissenting position on a popular issue within your industry can attract media attention. By establishing your business as an alternative voice, you can become a sought-after source for journalists seeking diverse perspectives.
Actionable takeaway: Identify industry blind spots or popular issues and take a unique and well-reasoned position on them. Approach media outlets and provide your perspective as a source for their articles.
8. Transform Trade Publication Coverage into Sales Opportunities:
Utilize media coverage to boost your sales efforts. As illustrated by the New Jersey carpet company case study, compiling articles into a “brag book” helped the company showcase credibility to potential customers, leading to a 14% increase in sales.
Actionable takeaway: Monitor and collect media coverage about your business. Compile articles, reviews, and features into a tangible sales tool to enhance your credibility and close more sales.
Mickie Kennedy also shares valuable insights on the effectiveness of PR from a B2B standpoint, the impact of press releases on brand recognition and conversions, and strategies to create compelling press releases that attract media attention. Factors to consider in crafting your press releases include:
The Effectiveness of Press Releases in B2B:
According to Kennedy, the effectiveness of using PR from a B2B standpoint depends on the product and industry. However, PR can create recognition and potentially lead to conversions. He highlights an example of a waste management engineer who won a press release award, resulting in a potential business opportunity worth over a million dollars. This showcases the positive impact of press releases on B2B success.
Recognition and Buying Opportunities:
Kennedy emphasizes that being featured in familiar trade publications can significantly increase the chances of becoming part of a buying opportunity. Sharing successes with customers and leads provides implied endorsement and social proof, which can decrease the likelihood of price shopping or replacing a business.
Leveraging Trade Associations for Surveys:
Trade associations can be highly effective in increasing survey responses. Kennedy explains that members of trade associations are more likely to participate in surveys sent by their association. Moreover, trade associations can promote surveys on social media to engage their members. Offering a package of survey results or reports can incentivize respondents to provide their email addresses, allowing further relationship-building and marketing opportunities.
The Power of Multimedia in Press Releases:
Kennedy emphasizes the importance of incorporating multimedia elements into press releases, particularly the use of images. He suggests including up to two photos or images, preferably candid ones featuring actual customers using the product. A compelling photo can give a press release an edge over others and increase its chances of being picked up by the media. Kennedy believes photos and videos will become even more critical in press releases over the next five years.
Data, Quotes, and Storytelling in Press Releases:
Journalists prefer numbers and data in press releases to support arguments and make them more newsworthy. Kennedy advises including infographics and charts to present interesting data and numbers alongside the press release. Additionally, sharing authentic and relatable stories can make a company or entrepreneur more appealing to journalists. A contrarian or dissenting position on a popular issue can attract media attention and establish a company as an alternative voice.
Real-Life Success Stories:
Kennedy shares several real-life success stories to illustrate the power of press releases in boosting credibility and driving B2B success. For instance, he highlights the example of a struggling local carpet company that did a press release highlighting the problems with big box home improvement stores. Over a dozen trade publications picked up the press release, generating significant attention and support from other local carpet companies. By leveraging its credibility through a “brag book” showcasing the media coverage, the company was able to close 14% more sales.
Press Releases in Times of Economic Downturn:
Kennedy sheds light on the importance of press releases during economic downturns. He shares that his company experienced its busiest period and most growth during recessions. Marketers often need to pay more attention to press releases but turn to them during a downturn or recession when they can’t invest in paid ad campaigns. While measuring the ROI of press releases can be challenging, a strategic campaign can lead to earned media and original articles about the company. This credibility and implied endorsement from journalists can lead to high conversion rates and customers who are less likely to price shop.
Acquiring media attention is a vital component of any successful business strategy. Implementing the insights from Mickie Kennedy shared in the podcast episode can significantly enhance your business’s visibility, credibility, and growth potential. Remember to carefully consider your industry, target audience, and media outlets to create strategic press releases and engage journalists effectively. Embrace the power of storytelling, use multimedia to your advantage, and consider participating in surveys and trade associations to increase media attention. By understanding the science and statistics behind media outreach, you can cultivate strong relationships with journalists and establish your business as a trusted industry expert.
Some areas we explore in this episode include:
- The effectiveness of PR from a B2B standpoint
- The impact of PR on recognition and conversions
- The value of being featured in trade publications
- Using PR to share successes and provide social proof
- How good publicity and industry expertise can decrease price shopping
- Partnering with trade associations to increase survey responses
- Leveraging surveys for marketing purposes and building relationships
- The effectiveness of press releases during recessions
- The importance of multimedia in press releases, particularly photos and videos
- Crafting compelling quotes and building narratives within press releases
- And much, much more.
Listen to the episode
Related links and resources
- Check out Ereleases
- Learn from Kristen Ruby – 9 Powerful Public Relations Campaign Steps to Drive Marketing Results
- Learn more from Ashley McManus – Thought Leadership Strategy: A Step by Step Guide With Examples For Growth
- Discover more from Sheila Kloefkorn – How to Make an ABM Funnel That Drives Growth Fast
- Learn from Prarthana Sibal – Storytelling in Content Marketing: How to Drive Growth Fast
- Learn from Wayne Mullins – Evangelism Marketing: What is it And How to Use it to Drive Growth
- Learn from Jeff Greenfield – How to Easily Level Up Your Digital Ad Performance to Drive Growth
- Learn more from Carl Pihl – How to Create Luck, Use Product-Led Growth And Customer Needs to Fuel Growth
Connect with Mickie
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