For small business owners and startup founders, being featured in the media can be a good way to get your name out in the world without splashing out on marketing dollars.
Being featured can cement you as a thought leader and trusted authority in your field, boosting your credibility and ultimately getting your brand in front of as many eyeballs as possible.
There are several ways to get your voice and your business featured in the media – check out our guides to pitching an interview, an op-ed and commentary. But all of this becomes much, much easier if you have a strong relationship with key reporters and editors in your space.
Putting yourself on the radar of a journalist can be as easy as sending a brief email introducing yourself and giving a quick rundown of what you do, plus any topics you might be interested in commenting on in the future.
This is simply establishing a root of a relationship, and you should manage your expectations. Journalists get literally hundreds of emails every day. They can’t reply to each one, especially when there’s no action to be taken.
However, many journos will keep a list of contacts they know are willing to chat about particular topics. Sending this intro email is the first step to ending up on that list.
Here are some key things to consider:
How to know who is the right journalist for you?
Everyone, obviously, would love to be featured in the AFR and on The Project. But the Australian media landscape is rich and diverse, and there is ample opportunity outside of the major mainstream platforms.
Think about what your customers are reading, and where you can offer real insight and value to readers.
Consider more obscure publications too – there is a trade magazine for literally everything (dentistry, air con, tractors, windows) so if you’re doing interesting or innovative things in your sector, find the publications that focus on that space and have a read. It might just be where you make the most meaningful connections.
What are you reading?
How to write a scroll-stopper subject line
Get personal!
Who are you?
Do you know what you’re asking?
And what are you offering?
Stalk the non-creepy way!
Check your tone (of voice)
What’s next?
You may well not receive a response to this email, and if there’s no action to be taken, you probably don’t need to follow up.
However, make sure you’re ready to do anything you said you could. For example, if you’ve said you can comment on a particular topic, be ready to answer your phone and do so.
Once you’ve connected with a journalist, the next step is to establish yourself as a reliable and valuable contact, with interesting and insightful things to say.
Be someone journalists love to call on, and you’ll find yourself featured again and again.
Use EzyCom's downloadable template
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Example 1:
Subject line: Intro: Halls Gap cafe affected by licensing changes
Hi Krish,
Ali Grisham here from Firefly’s Orangery in Halls Gap, in the Grampians National Park. I’ve been enjoying following your work on the proposed changes to restaurant licensing laws and the effect it could have on small businesses. It’s something I’ve found not many people are aware of, so it’s been great to see it get some coverage – and to have some articles to send to my business partners!
I would like to introduce myself and Firefly’s. We’re a small cafe/restaurant and gift shop, with as much of our produce as possible grown on our on-site farm. Our shop also only sells hand-made items made by local creatives.
I have been thinking a lot about how these licensing laws will affect not only our business, but all the small businesses and sole traders we work with. There is likely to be a domino effect that I don’t think legislators have entirely thought through. If I have to make cuts, that will affect my whole community.
If you’re ever interested in looking into this for a story, or if you’re working on anything similar, I would be very happy to chat on the record.
I’m also available for commentary on running a regional business, and a business reliant on travel and tourism. I am also chair of our local women in business society, and am always keen to talk about that too.
Feel free to email me at any time. I can also usually be contacted by phone on: XXX.
You can read more about Firefly’s here, or see some of our products and produce on our Instagram page here.
Do reach out if I can ever help you with any stories you’re working on, and keep up the good work.
Thanks very much, Ali
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Example 2:
Subject: Hello from Grape Expectations – tech brunch follow-up
Hi Jessica,
Poppy here from Grape Expectations, we met briefly at the winemakers’ tech brunch on Tuesday.
As I mentioned, I have been following your reporting on the rise of tech in the wine industry for a while.
We’re about to launch our ethical wine comparison app into the Australian market, and while I don’t think we have anything worth press coverage at the moment, I am always very happy to chat about winetech, women in wine, building tech for the food and beverage space, and anything else really!
I would also love to send you a demo for review, when it’s ready.
I also passionately believe that there’s a big change coming to Australian winemakers – and all agricultural producers. Market demand is shifting, and those that aren’t operating ethically and sustainably are going to face an existential crisis. I could talk about this for hours, or I would be happy to write an op-ed for Wax Magazine, if it’s of interest.
This report looks into shifting consumer sentiment in the space – there are some quite interesting findings.
You can read a bit more about Grape Expectations and what we’re working on here. I have also attached a few screenshots of the app in action.
It was great to meet you and put a face to the name. Please let me know if I can ever help you out with anything. Give me a call at any time on XXX.
Kind regards, Poppy
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