Marketing
Publicity is free, but it is not easy to get
Press coverage is an effective route to spread awareness about small and independent brands. It puts the businesses in front of the new audience. It helps in increasing sales.
There are two types of press coverage. One, organic press coverage, where the businesses appear in an article, TV program or a podcast without contacting them. Two, proactive coverage, when the business or the representative reaches out to media to cover the business. It’s nearly free as one is not paying for advertisements. Prospective customers see it as more credible and objective information. Press coverage gets more press coverage.
Hana Sutch, founder of Go Jauntly said in a Courier Podcast: Journalists like hearing from founders because they get opinions that they might not get if they spoke to a PR.
To pitch right businesses should focus on 4 things.
Plan before sending the mails. Publications plan their stories weeks/ months in advance.
Timing is the key. Pitch your product or business around a newsworthy issue.
Hiring a good public relation agency is helpful.
It may not bring immediate sales, but increases awareness.
Dig more: 142 press releases that won coverage Link