How To Get Press Coverage For Your Business

Press coverage is one of the most powerful tools to amplify your brand, build credibility, and attract new opportunities. For entrepreneurs, creatives, and professionals, it can be the difference between staying in the shadows or standing out in your industry. But how do you get the press to notice you and share your story? The answer lies in strategy, preparation, and authenticity.

Before diving into the mechanics of press outreach, take a step back to understand your "why." Why is press coverage important for your brand? Are you launching a new product, sharing a compelling story, or highlighting your expertise in a specific field? Knowing the purpose behind your efforts will guide the narrative you present and ensure that your outreach is focused and meaningful.

Journalists are inundated with pitches every day, so clarity in your goals is essential. Whether you want to grow your audience, attract investors, or establish thought leadership, having a clear objective ensures your story resonates with the right people. Take the time to understand your story, what makes it important? Just because you feel like your product, service or personal brand story is important that doesn’t mean that it will be newsworthy.

At the heart of effective press coverage is a story that stands out. Think about what makes you or your business unique. It could be the innovative way you approach your industry, your personal journey, or the impact your work has on others. Whatever it is, your story should be authentic, compelling, and relevant.

Journalists are drawn to stories that evoke emotion or address a current trend or issue. Consider how your narrative fits into the broader cultural or industry conversation. For instance, if you’re a creative entrepreneur who overcame significant challenges to launch a sustainable fashion line, tie your story to the growing global demand for eco-conscious brands. Take the time to review the media, what kind of stories get featured and why - this is crucial.

Securing press coverage often begins long before you send a pitch. Building genuine relationships with journalists and editors is one of the most effective ways to increase your chances of being featured.

Start by identifying the journalists who cover your niche or industry. Follow their work to understand their tone, interests, and the type of stories they typically cover. Engage with them on social media by sharing their articles or offering thoughtful comments. When it’s time to pitch your story, these small efforts can help you stand out as a familiar and credible source. Build a database of contacts, you can use paid databases like Journorequest, Vuelio, Roxhill if you have the budget or you can take the time to research journalists and editors.  

Your pitch is your golden ticket to press coverage. It needs to be concise, personalized, and tailored to the journalist you’re reaching out to. Avoid generic mass emails; instead, take the time to address the journalist by name and reference a recent article they’ve written that aligns with your story.

Begin your pitch with a strong hook that immediately grabs their attention. This could be an intriguing statistic, a bold statement, or a question that sparks curiosity. Follow up with a clear and concise explanation of your story, why it’s relevant, and what makes it newsworthy. You might find it useful to pull together a press release - it is not essential but useful and effective when used correctly. End your email with a polite call to action, such as offering an interview or providing additional resources. Don’t underestimate the power of your existing network when seeking press coverage. Reach out to colleagues, mentors, or friends who may have media connections or experience in public relations. A warm introduction from someone the journalist already knows can go a long way in helping your pitch get noticed.

You can also look for opportunities to collaborate with other professionals or brands in your space. Joint projects, events, or campaigns can be a compelling reason to approach the press together, increasing your chances of coverage.

Once a journalist expresses interest in your story, the last thing you want is to scramble for materials. Be proactive by preparing a press kit in advance. This should include high-quality images, a professional bio, product descriptions, or service details, and any relevant statistics or case studies.

A well-organized press kit not only makes the journalist’s job easier but also positions you as a professional worth covering. Ensure your assets are visually appealing and align with your brand’s aesthetic, as this reflects your overall credibility.

Pitching to the press is not a one-and-done effort. Rejection—or even silence—is part of the process. If you don’t receive a response, follow up politely after a week or two. Keep your follow-up short and sweet, reiterating your interest and offering additional information if needed. At the same time, know when to step back. Bombarding journalists with multiple emails or calls can harm your chances of building a lasting relationship. Focus on persistence balanced with respect, and remember that timing plays a significant role in press coverage.

Securing press coverage is a significant win, but your work doesn’t end there. Once your story is published, share it widely across your social media platforms, website, and email newsletters. Tag the journalist and publication to show appreciation, as this can strengthen your relationship for future opportunities. Additionally, use the coverage as a stepping stone to pitch other media outlets. Highlighting that you’ve already been featured in a reputable publication can add credibility to your pitch and open more doors.

Press coverage can be a game-changer for entrepreneurs, creatives, and professionals looking to elevate their brand. By crafting a unique story, building genuine relationships, and staying persistent, you can increase your chances of being featured. Remember, the journey to media attention is a marathon, not a sprint. Stay authentic, focus on value, and trust that your hard work will pay off in time.

For more support in navigating the world of press coverage get in touch.

How To Write a Press Release and Get Media Coverage for Your Business

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How To Use LinkedIn to Build Your Brand Profile

LinkedIn is no longer just a platform for job seekers and recruiters; it has evolved into a powerful tool for building personal and professional brands. Whether you’re an entrepreneur, creative, or professional, leveraging LinkedIn effectively can significantly enhance your brand profile, connect you with key audiences, and open doors to new opportunities. Here's how you can make the most of this platform to elevate your brand.

Your LinkedIn profile is your digital calling card. To make a lasting impression, ensure it’s polished, professional, and aligned with your brand identity. Start with a high-quality, approachable headshot that conveys professionalism. Your headline is prime real estate—go beyond your job title and use this space to highlight your expertise or the value you offer. For instance, instead of “Graphic Designer,” consider “Award-Winning Designer Specializing in Transforming Brands through Visual Storytelling.”

Your summary section is another opportunity to showcase your brand. Use it to tell your story, highlight your unique value proposition, and connect emotionally with your audience. Include a clear call to action, such as inviting people to visit your website, connect for collaborations, or explore your services. Don’t forget to personalize your LinkedIn URL; a clean, custom URL reinforces your professionalism.

To raise your brand profile, you need to position yourself as a thought leader. Sharing high-value, relevant content regularly is one of the best ways to do this. Write posts that showcase your expertise, insights, and unique perspective in your industry. Share lessons from your personal experiences, industry trends, or actionable tips that resonate with your target audience.

Long-form articles published on LinkedIn can further amplify your brand. These pieces allow you to dive deeper into topics that matter to your audience, establishing you as a knowledgeable and trustworthy voice. For entrepreneurs, sharing case studies about your business journey or solutions you've developed can inspire and educate your audience.

LinkedIn is a two-way street. While posting your own content is essential, engaging with others’ posts is equally important. Comment thoughtfully on industry news, congratulate others on their achievements, and participate in meaningful discussions. By engaging, you increase your visibility and build genuine connections.

Joining LinkedIn groups relevant to your industry or niche can also help expand your network and keep you informed about what your peers are discussing. Sharing your expertise in these groups is another way to position yourself as a leader in your field.

Visual content grabs attention and is highly engaging on LinkedIn. Consider incorporating short videos where you share insights, behind-the-scenes glimpses, or quick tips related to your work. You don’t need a studio setup; authentic, well-lit, and concise videos recorded on your smartphone can be just as effective.

Infographics, slideshows, and images that communicate your brand’s values, achievements, or offerings can also drive engagement. For example, if you’re a creative professional, showcasing your portfolio in a visually appealing post can draw significant interest.

LinkedIn’s power lies in its network. Don’t just connect with everyone—be intentional about building relationships with individuals who align with your goals and values. These could be potential collaborators, clients, mentors, or thought leaders in your field. When sending connection requests, personalize your message to explain why you’re reaching out; this small gesture can go a long way in building rapport.

Once connected, nurture these relationships. Send occasional messages to check in, share content that might interest them, leave comments and acknowledge their successes.. Building strong, genuine relationships will amplify your brand's reach and reputation.

LinkedIn offers numerous tools that can help boost your visibility. For instance, the “Featured” section lets you showcase your best work, such as articles, videos, or projects. Recommendations from colleagues or clients are another powerful way to build credibility. Don’t hesitate to ask for endorsements and testimonials—social proof carries significant weight.

You can also utilize LinkedIn’s analytics to understand what content resonates most with your audience and refine your strategy accordingly. Additionally, consider using LinkedIn Live or newsletters to engage your audience in a more interactive format.

Consistency is key. Regularly updating your profile, posting content, and engaging with others will ensure you stay top-of-mind with your audience. However, authenticity should always be at the core of your efforts. Share your wins and challenges, your process, and your values. People connect with brands and individuals they find relatable and trustworthy.

LinkedIn is a treasure trove of opportunities for entrepreneurs, creatives, and professionals looking to raise their brand profile. By optimizing your profile, sharing valuable content, engaging authentically, and leveraging the platform's tools, you can build a strong, impactful presence that supports your professional goals.

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How To Get The Most Out of Media Coverage

Many business brands seek media profiling as a way to enhance their brand visibility and credibility to their target audience. Earned media coverage is a great way to gain brand recognition for your business and can work side by side with your overall PR and marketing strategy. Achieving press coverage for your business or personal brand is exciting but the work doesn’t just end when you achieve the coverage. You have to make sure that you amplify the coverage and monitor audience response and reaction to it. You can achieve lots of media coverage which can have little impact on your business if you don’t know how to use it.

Media coverage is a powerful tool for entrepreneurs, creatives, and professionals looking to boost their visibility, credibility, and influence. However, securing a feature in a publication or landing a spot on a podcast is just the beginning. To truly maximize its potential, you need a strategic approach. Remember media coverage is more than just a vanity metric; it’s a credibility builder. You cannot seek media coverage simply to boost your ego, if you base your media coverage goals on this it will not have a lasting impact and legacy. Being featured in reputable and relevant outlets signals to your audience that your work or business is trustworthy and noteworthy.  Coverage also amplifies your reach, introducing you to new audiences who may become customers, collaborators, or supporters. Recognize this value and plan to leverage it effectively.

Preparation is key to capitalizing on your media moment. Once you know a feature is coming, ensure your digital presence is in order:

• Make sure your website is up-to-date, user-friendly, and reflective of your current offerings. Include a clear call-to-action to guide visitors.

• Ensure your bios, pinned posts, and content reflect your latest achievements or campaigns. 

• If you’re launching a product, promoting an event, or showcasing a project, prepare digital assets like images, videos, or links that you can share.

Don’t let your media coverage live in isolation. Amplify it across your own platforms; post the link to the article or video on your social media channels. Tag the publication and journalist (if applicable) to show appreciation and extend the reach. Make sure that you include the coverage in a newsletter or dedicated email blast to your audience. Add a press section to your website or blog where visitors can view your media features. This helps build credibility for new visitors.

Media coverage often generates buzz, so be ready to engage with your followers on social media. Use the topic of the coverage to start meaningful discussions with your audience, aligning the feature with their interests. Remember that PR is not marketing but it can support your marketing efforts. Think of media coverage as a tool for your ongoing marketing strategy.  Use quotes, logos, or snippets from the coverage in your marketing materials and website. Repurpose Content - Transform the article, interview, or feature into blog posts, video snippets, or infographics that continue to generate value. Consider using targeted ads to promote the coverage to a larger audience, especially if it aligns with a current campaign. Media coverage is a significant milestone, but its true value lies in how you use it. By preparing, amplifying, and integrating the coverage into your broader strategy, you can ensure it works hard for your brand. Remember, each feature is a stepping stone to bigger opportunities—use it wisely to tell your story, connect with your audience, and achieve your goals.

Personal Branding & Crisis Management in a Digital World

Puds & Co podcast featuring Ariatu PR founder, Ronke Lawal discussing the importance of personal branding and crisis management in the digital age.

In today’s interconnected and fast-paced digital world, personal branding and crisis management are more crucial than ever for entrepreneurs, creatives, and professionals. Whether you are building a thriving business, pursuing artistic success, or climbing the professional ladder, the way you present yourself online can define your opportunities and reputation. Understanding how to craft an authentic personal brand while being prepared to handle crises effectively is essential for sustained success.

Personal branding is not just a buzzword; it is the intentional cultivation of your unique identity and value proposition. In a crowded digital landscape, people need to know who you are, what you stand for, and why they should trust you. The essence of a strong personal brand lies in authenticity. It’s about communicating your values, passions, and expertise consistently across all platforms, from social media to your website and beyond. For entrepreneurs, this can mean aligning your personal values with your business mission, creating a synergy that fosters trust with clients and customers. For creatives, it might involve showcasing your artistic journey and unique perspective, inviting your audience into a narrative they can connect with. Professionals can leverage personal branding to position themselves as thought leaders, making their expertise known and accessible in their industries.

Building a personal brand in the digital age requires a blend of strategy and creativity. It begins with self-reflection—understanding your core values, strengths, and aspirations. Once you are clear about who you are, the next step is to communicate that identity consistently. This includes creating content that resonates with your audience, engaging in meaningful conversations, and leveraging platforms that align with your goals. For instance, LinkedIn is excellent for professionals aiming to establish credibility in their industries, while Instagram or TikTok might be better suited for creatives looking to showcase their craft. Whichever platforms you choose, consistency in tone, visual aesthetics, and messaging is key to building trust and recognition.

While personal branding can propel your career or business to new heights, the digital world also poses risks to your reputation. This is where crisis management comes into play. A crisis can take many forms—a negative review, a controversial social media post, or even a more significant reputational scandal. How you handle these moments can make or break the personal brand you have worked so hard to build.

The first step in effective crisis management is preparation. Even if your online presence is meticulously managed, no one is immune to mistakes, misunderstandings, or malicious attacks. Having a clear strategy for addressing issues can save you from spiraling into a reputational nightmare. This includes monitoring your digital footprint regularly, so you’re aware of what’s being said about you, and having a network of trusted advisors or PR professionals who can guide you in a crisis.

When a crisis does arise, swift and authentic communication is crucial. Ignoring a problem or responding defensively often exacerbates the situation. Instead, acknowledge the issue, take responsibility where necessary, and clearly outline the steps you’re taking to resolve it. This demonstrates integrity and accountability, qualities that can actually strengthen your brand in the long term. Transparency is your ally in rebuilding trust with your audience.

It’s also important to control the narrative. The digital world moves quickly, and misinformation can spread like wildfire. By addressing issues directly on your own platforms, you can ensure your perspective reaches your audience first. For entrepreneurs, this might mean posting an open letter to customers or clarifying company policies. Creatives might use their art to respond thoughtfully, while professionals could publish an in-depth statement or video addressing concerns.

In the end, personal branding and crisis management are two sides of the same coin. A strong personal brand can provide a buffer during challenging times, as people are more likely to give the benefit of the doubt to someone they trust. Conversely, a well-managed crisis can enhance your personal brand by showcasing your resilience and commitment to growth.

The digital world offers incredible opportunities to define yourself and connect with others on your terms. By prioritizing authenticity, staying prepared for crises, and addressing challenges with integrity, entrepreneurs, creatives, and professionals can not only build powerful personal brands but also ensure those brands endure through the ups and downs of the online landscape.

Personal Brand Strategy Sessions

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How To Use Social Media Effectively

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Why a PR Strategy is an Essential Part of Long Term Business Success

Public Relations is a long term investment which can pay dividends when undertaken strategically, however all too often businesses and entrepreneurs overlook its immense power. 

Here are a few reasons why a PR strategy is an essential part of long term business success:

• Crisis management: PR can save brands from potential crises which could have an enduring impact on brands' reputations. With a crisis management strategy in place a business can react effectively if a crisis does take place, ensuring that reputation damage is limited and kept to a minimum.

• Lifetime relationships: In a digital era, now more than ever brand loyalty is not as guaranteed as it once was. Consumers and customers are more aware than ever before of alternative service/product providers and so a quality PR strategy is even more important now to at least maintain "lifetime trust". Whilst your customers might opt to try your competitors they will at least always have in mind that they can trust your brand regardless of their reasons from moving to a competitor.

• Internal communications: A quality PR strategy will cover internal communications, ensuring that all internal team members understand the process of brand awareness and strategic goals.

• Media relations: Understanding what the media wants and how to engage with the media is an essential part of a quality strategy. This means that a business can be proactive as well as responsive and reactive as news cycles change. A business should be able to maintain a consistent amount of media coverage, either harnessing trends in the press or using relevant brand updates to gain press attention. With a strategic plan in place, media relations becomes a long term goal rather than a one off activity.

• Understanding the digital space: Social media has become an essential part of public relations. Businesses with strategic thinking should be able to have a consistent social media structure and plan in place. Understanding which social media platforms to use, how to use them and how social media can raise business visibility should not be overlooked as part of a long term PR plan.

Strategy is of course nothing without implementation, businesses must use strategic planning to ensure action and subsequently results within their PR processes. 

For more information on how Ariatu PR can help contact us.