How to get free media exposure in 5 easy steps

by Kate Matthews

HAVE you ever wondered why some artists get free media exposure in the press, or on TV, while others don't? 

Is it because of their amazing talent? Chances are, talent is only part of the equation, and sometimes none of it at all.

So what about you? Do you have a story to share? Would you like to get free media exposure, where it counts? 

Let me give you a few tips, from a journalist's point of view.

Yes, sometimes getting noticed comes down to luck - being in the right place at the right time and having a journalist stumble across you... but mostly, a little shameless self promotion goes a long way. 

Getting noticed requires you to be proactive and make yourself known to a journalist or producer. 

Here's the best way to do it in 5 easy steps anyone can do.

1. Decide what message you want to share

Take a minute to think about what you do that might be interesting to a viewer or reader. Remember, this a story written or produced by a journalist, NOT a paid advertisement, so you won't have any control over the content, but if you have a clear purpose in mind - then at least you can have a degree of focus in putting your best foot forward when pitching your idea. Ask yourself, if you were a viewer/reader and had no background in your field of expertise - what would you want to know? What's different or unique about your story or artwork? Taking this angle can help you identify your best pitch.

2. Make a list

Which publications are popular with your target market? Include as many local newspapers, magazines, blogs, and TV broadcasters you can think of. Then go visit their website and find out which of these are most likely to be interested in your story. Also look out for the names of reporters or bloggers who frequently cover human interest stories (no point pitching your idea to the financial writer if you're an artist, right?). Usually their contact details are fairly easy to find - and from there you can contact them directly.

3. Make contact

So you know what you want to say and you know who you want to say it to... now is the time to make that call or send that email. Introduce yourself and your story. Give them the pitch. Keep the message clear and simple, there's no need to tell them your whole story all at once, just give them enough info to catch their interest.. And if they are interested then it's likely they will follow up with questions for you. But do make sure your pitch covers why you think your story will appeal to their audience. Don't forget to include your contact details!

4. Be prepared

You don't have to be a boy scout to be prepared. If you have a couple of great images that will support your pitch, be prepared to send them on request, or even send them with your first email (low res - no more than 2 or 3). You should also be prepared to answer questions over the phone or perhaps make a time for a photographer and/or reporter to come by and shoot some fresh images. If you need a model, have one you can call on.

5. Make sure your details are correct

Most reporters won't let you review their work before it goes to print, or on air (remember - it's not an advertisement), but if you ask nicely, you may be able to get your contact details published at the end of the story. At any rate, you should make sure they have all your details correct, ie spelling of your name, your business name and location, and website address. It never hurts to ask!

A final word
Reporters have a huge work load but they are constantly looking out for new story ideas to pitch to their editor or producer. At every news meeting, journos need new ideas to put forward: these must be fresh and even better if they're entertaining, quirky or unusual. Journos love that shit! Great images really help to attract the attention of a media-saturated audience so if you can supply these, this will make your reporter's job easier and your chances of success even better.