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Media attention is HUGE for businesses of all kinds. Don’t believe me?

Think about the selfie that broke Twitter…

When the Oscar photo Ellen Degeneres took of herself – along with of her few Hollywood friends – was uploaded to Twitter, it was retweeted more than 1.7 million times in less than an hour…

The selfie proved so popular that the traffic actually crashed Twitter.

The value for Oscar sponsor Samsung, whose Galaxy phone was used to take the photo?

Priceless.

The “Oscar Selfie” was a great example of the power of using the media to get attention for a product. And while our businesses might not be poised to break Twitter anytime soon, we can all benefit from a little media attention…

Here are three ways that any business can get attention from the media:

#1 News Jacking An Existing Story

The discovery that horse meat was being sold in supermarkets across the UK and Europe was a huge story. Consumers were appalled to find out that what they thought was pure beef… was actually more likely to be “Mr. Ed.”

Mini cleverly seized the amount of attention that this hot story was generating by releasing an ad with the tag line:

“Beef. With a lot of horses hidden in it.” 

It was a fantastic example of a little tactic called “news jacking.”

This strategy, popularized by David Merman Scott, involves piggybacking onto an existing news story to gain exposure for your own business.

With the advent of social media and branded content, news jacking has become even more powerful. News jacking enables businesses to capture a share of the surge in traffic around suddenly popular keywords and hashtags.

Merman’s own formula for the optimal time for news jacking is just after breaking news, as reporters are scrambling for additional information. This allows you to ride the wave of  public interest as it grows and then peaks.

News jacking is not a tactic for those who are slow to react. When news breaks, businesses need to react quickly and release their own “spin” on the event as soon as possible. This might mean releasing a blog post or video related to the existing story.

To catch a break, you need to constantly monitor the news. Luckily, technology has made this job much easier. Two of these tools, Google Alerts and Muck Rack, allow you to set up alerts on specific topics.

When something new or relevant is published somewhere on the internet, you receive an email alert. It’s a great way to keep up to date on stories that relate to your industry.

#2 Becoming An Expert Source For Journalists

Another way to gain exposure for your business is to become a source for journalists. This tactic involves actively looking out for opportunities to share your expert opinion with journalists covering a story.

One of the best places to become a news source is the website “Help A Reporter Out” – better known as HARO. Media outlets, including ABC News and The New York Times, use the site to find sources for their stories. You can sign up for a basic free account to receive opportunities to act as a source three times a day.

Another good option is ProfNet, which connects journalists with experts. ProfNet is a paid service, but there is a free trial option to see if it is helpful for your business. Content sourced through ProfNet is sometimes used on government websites, so it can be used to gain authoritative back links for your website.

#3 Using Press Releases

One of the most effective strategies for gaining the attention in the media is issuing press releases on a consistent basis. Press releases build exposure for your business and help you develop relationships with reporters and editors…

They can also lead to other media opportunities, including interviews and speaking engagements. For my clients, I recommend that they aim to issue a new press release twice every month.

You can issue a press releases when you:

• Develop a new product or service
• Hold an event
• Perform work in your community
• Offer your own opinion on a trending topic
• Receive an award for yourself or your business

To be successful with press releases, you need to present a story that’s compelling for the reader. Craft a press release with a headline that hooks the reader and a story that is interesting and/or informative to read.

If you communicate with the media in a way that ads value to their story, your chances for success dramatically increase.

Gaining media attention and becoming an expert source for journalists are fantastic ways to position yourself as a leading authority in your industry. By becoming a leading authority, you can increase your fees, enhance your credibility, and have customers actively seek you out.

Media exposure is just one way to establish your business as an industry leader. In my book, The Predictable Profits Playbook, I outline exactly how any business can become the “go to” name in their industry.

Getting media coverage in Inc., Forbes, and Fox Business has had a major impact on my business. If you put these tactics into practice, it can transform yours too.

In your corner,

Charlie

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