It’s no secret that the number of publications and events that cover the AI, IoT, mobile, wireless and telecom industries is in a bit of a flux and has been for a few years. If it seems like there are fewer quality outlets with which to share your news, you’re right.
The IoT industry is a good example. Several years ago, dozens of publications popped up to cover the nascent industry. Today, just a dozen or so remain. The good news, however, is that rather than disappearing altogether, many publications have shifted their coverage into something more specific, like AI, or have become more vertically focused.
That means to get the same level of coverage to which your company has become accustomed, you need to work a little bit harder—and smarter. So, what are some things you can do to boost your presence in a shrinking media market?
- Don’t fall into the trap of spray and pray PR. Sending a press release or pitch far and wide to try to get more coverage rarely works. This strategy can land you in the doghouse with reporters who just aren’t a fit for your news. At best, your effort will end up in the recycling bin. At worst, you’ll end up on their Twitter feed as a “how not to pitch me” example.
- Follow all your favorite reporters on social media, especially LinkedIn and Twitter. Even if they leave a publication, they will likely begin working at another relevant publication, or at the very least, become a freelancer. Having an inside track into where they are working and what subjects they are currently covering makes it easier to reach out with relevant stories early in their new role. Tag them when you retweet their articles—it’s a great way to begin a conversation.
- Rev up your storytelling game. These days, press releases only get you so far. A publication may post your release, but you have to work harder than just sending the release to get them to write an original story about your company. They’re most likely short-staffed, so your pitch needs to be clear, concise and compelling. Why should they be interested in covering your company? What makes the story you want to tell interesting enough to warrant a response?
- Look to the analyst world for potential coverage. When looking through your media list of who should receive your latest news, don’t forget the analysts. Many analyst firms write frequent updates on the markets they cover, either via a blog post or a formal report. While these may be roundups of the news in a certain part of the industry, they are generally well read by potential customers.
- Don’t forget to self-publish your news. Putting out your news or story on social media is a must. Start with a blog, repurpose that blog for LinkedIn and have your corporate account and your team socialize both on their own social media channels. Join some groups on LinkedIn and publish it there as well. If your story involves a customer or partner, make sure they are tagged and are socializing as well.
The publishing world is not dying, but it is morphing. While some traditional public relations strategies still work well, many are growing stagnant. It’s time to evolve your strategy to ensure your news is gathering the coverage it deserves. Want to learn more? Contact Calysto today.