Subscribe to Entrepreneur for $5
Subscribe

How to Get Media Coverage For Your Business

In this video, Entrepreneur editor in chief Jason Feifer reveals strategies for getting press coverage.

By

Every wants press, but few understand how to reach out to a reporter and frame their story in a way that'll get attention. In this video, Entrepreneur editor in chief Jason Feifer digs into his career — and his inbox! — to provide a useful and revealing guide to what think, what they're looking for and how to develop a press strategy that really works.

Here are three big takeaways from the discussion:

1. Understand who you're contacting

You don't pitch a consumer without understanding their needs, and you don't pitch an investor without studying what they're looking for. The same must be true for journalists. To properly connect with them, you need to understand what motivates them. And here's the most important answer: A journalist's job is to serve their readers (or listeners or viewers), so they're always looking for stories and insights that'll provide value to that audience.

What's the best way to get their attention? Study their work! Carefully read a publication and think about how it tells stories, what information it provides, and the way it speaks to its audience. This will give you a lot of insight about how best to pitch your story. If you can frame your story in a way that fits a publication's needs, you'll increase your chances fo success.

2. Be strategic with your outreach

Before you reach out to media, ask yourself: What do I need press for? You should have a good answer to this. Maybe you need press to drive awareness about a new product, or to boost your profile before approaching investors. These are all good reasons.

What are bad reasons? Some entrepreneurs pursue press because they feel like they're supposed to, or that they've earned the attention, or because they always imagined themselves in Entrepreneur (or some other publication). If this is how you're thinking, then stop looking for press and spend your time more wisely! Press is a tool, just like raising money. You should only pursue it when there's a clear need. Otherwise you're wasting your time — and entrepreneurs don't have time to waste.

3. If you hire a publicist, choose wisely

You don't need a publicist; it's possible to get press on your own. But a publicist can certainly save you a lot of time and hassle. Their job is to help you tell your story and connect with journalists who might be interested in you. However, they have no control over whether you actually get coverage. The best they can do is make connections and position you for success. If a publicist guarantees you press coverage, do not hire them. They're likely up to no good.

If you want to hire a publicist, here's the most important thing to know: Some publicists are great, but many are terrible at their jobs. The difference is that great publicists build relationships, and terrible ones just send a lot of email. How can you tell them apart? Do your homework! Ask a publicist for a detailed proposal, talk to their existing and former clients, and investigate to make sure they have experience with the industry you work in. You want to understand how this person operates, who they have strong relationships with, and whether they'll truly understand you and your story.

There's lots more—just watch the video above! And for more great tips, sign up for Jason Feifer's newsletter.

Latest

How to Unlock Your Company's Value in the 'Circular Economy'

Michael Smith of Regeneration.VC shares how the circular economy works and why it's good for business and our planet.

BBQ Icon Rodney Scott on Blazing Your Own Path in the Restaurant Business

Interview with famed pitmaster and food entrepreneur Rodney Scott of Rodney Scott's BBQ about every day being a good day, the truth behind "overnight" celebrity, and how cooking with soul is vital to sustained success.

3 Easy Ways To Be More Motivated

Want to tackle your to-do list in just two weeks? In this video, Ben Angel tells you how.

The Founder of Mindvalley Wants to Transform and Reinvent Education. Here's Why.

The founder of Mindvalley shares why he started his platform and discusses his new book, "The 6 Phase Meditation Method."

This Teacher-Turned-Entrepreneur Started Tutoring Kids in Parks and Churches. Today, She Runs an Education Company with Nearly One Million Followers

The CEO and founder of Big City Readers talk about why she's on a mission to make reading fun for kids and their parents. Plus, what to do if you're afraid to take a leap in your career.

Melissa Villanueva of Brewpoint Coffee on Creating Avenues for Café Owners of Color

Interview with Brewpoint Coffee CEO and Founder Melissa Villanueva about balancing community and larger ambitions, creating opportunities for people of color, and equity and inclusion in business.

4 Easy Ways to Make More Money By Training Your Brain

Mental rehearsal is a powerful psychological technique that's used by athletes, billionaires, and entrepreneurs to achieve their goals.

5 Tips to Help You Go from Camera-Shy to Camera-Ready

Media trainer Jessica Abo reveals her go-to production tips so you can feel more confident for your next on-air appearance, pitch, or presentation.

Shone Tran of Chicken Meets Rice on Stepping into Food Entrepreneurship

Interview with Chicken Meets Rice co-founder Shone Tran about pulling inspiration from tragedy, taking small steps, and thriving in business with your best friend.

Try This 15-Minute Million Dollar Morning Routine To Energize Your Day

Here are six steps you can take to amplify your energy and grow your income.

This Is Why Being a Podcast Guest Can Transform Your Personal Brand

The Founder and CEO of Scout's Agency shares why a "podcast tour" is the new PR strategy for thought-leaders.

Samantha Trottier and Hernan Regiardo of Mate Society on Creating Content People Like

Interview with Mate Society founders about authentic online connections, making money in the creator economy, and choosing the right brand deals.

9 Ways To Make 'Superhuman Focus' Work For You

In this video, Ben Angel shows you how to improve your focus and do more with your time.

Julian Cervantes of Super Taco Mexican Restaurants on Owning a Family Business

Interview with Super Taco Mexican Restaurants Founder Julian Cervantes about starting a business with little knowledge, having a Plan B, and balancing family and work.

Discover Entrepreneur Series

Whether you need advice on how to get your business off the ground or you’re just looking for inspiration, our video series have something for everyone. Browse our library below to find a series that speaks to you and your interests.