How to get national coverage
For more information contact:
Kimberley Gray - PR Consultant
Tel: +44 (0)118 969 4904/ +44 (0)7884 405835
“We’re looking to get in the Times or Telegraph”
So many times I hear this from small companies, looking at PR as the magic bullet for their business.
They’re right, an article in the nationals or on TV might propel them forward with new business enquiries, yet even getting in these papers, may not produce the enquiries you are looking for. I remember getting a really good profile piece in both the Independent and Telegraph for a franchise client. It produced enquiries, but they weren’t necessarily of the right calibre and led to a lot of wasted effort. However, some well-targeted PR in niche magazines and local media, produced some good quality leads and long-standing franchisees.
So what might get you national coverage?
To get a foot in the door of the nationals, you need credibility. If the product doesn’t have the right credentials and track record, even the closest media contacts will not feature your story. Most companies featured in the business pages need to be nudging £1 million turnover or have a truly remarkable track-record of success. I’m talking 100% growth year on year, to make a national correspondent sit up and take notice.
Some exceptions to the rule include:
- A quirky product that photographs well and that might have mass market appeal
- A PR stunt that is innovative and backed up with strong facts, stats and an appealing news angle.
- Some controversial industry comment that highlights an important political or social issue.
- A glamorous, aspirational product that might appeal to a certain section of the paper, such as travel, lifestyle or motoring?
If your product or service doesn’t fit this. Let’s not be too disappointed and blame the PR agent for not getting national coverage. You may just be aiming your PR too high at the moment, but it might come as your business grows and you have more success to point to.