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What is Media Outreach?

In my work with entrepreneurs and start-ups, one of the marketing/communications areas that makes them more confused is media outreach vs. media relations.

I see this very often: even seasoned entrepreneurs with extensive marketing experience struggle to get media outreach right. But it doesn’t have to be that way.

How can you persuade your target journalists and bloggers to write about your business? There is a simple, yet effective, pitching process that we will share.

You can actually pitch journalists over email (in our next post, we’ll show you the exact steps on how to find your target journalists and their verified email addresses in order to scale media outreach for amazing results).

First, let’s understand a few basics: Media outreach versus media relations

Media outreach is the art of pitching information about your product/service to journalists, bloggers and influencers with the purpose of getting press coverage, brand mentions and exposure for your business.

For example, you might pitch your new healthy eating app to a local radio show that covers new businesses.

How different is this from sending news releases? Very different.

For instance, apart from sending a press release to the local newspaper about your app, you can also generate interest in healthy diets on a social media website or sponsor a radio show on healthy eating.

This is Media relations: the relationship-building process with journalists, influencers and bloggers . It is a two-way communication where you not only tell them about your company but also become a credible source for them on subjects related to your niche. It is about working together to build a relationship where you can be the first person to help and provide value This way when you pitch content about your company, they will be willing to listen and write about it.

But there’s a catch… you should ideally pitch after building an initial relationship with the journalist or blogger to get an effective response to your call.

You do media outreach to get backlinks from webmasters, secure guest posts on industry blogs, and get journalists to mention you (or your product) in an article.

However, the way you pitch a webmaster for a backlink is very different from the way you pitch a newspaper editor for a story In the days before the internet, media outreach or PR outreach meant getting journalists from traditional media outlets like the television, newspaper or the radio to write about you. With the internet creating its own tribe of influencers and bloggers, media outreach has expanded to cover blogs and social networking sites like Facebook and other digital media outlets.

A guest post on CEO.com under your name is as much a part of “Media outreach” as a quote from you in a Financial Times article. And it is also better measured.

The benefits of media outreach are obvious: these journalists and influencers can provide invaluable visibility for your company’s story to their audience Your goal in pitching to these people will be to get guest posting slots, get them to include you in an article or to write about your business either directly or tangentially.

The best combination of media outreach and media relations can help you build a positive company image and boost traffic to your website… and sales.

In our next post, we will show you the exact steps on how to find your target journalists and their verified emails or social media accounts in order to scale media outreach for amazing results.


How to improve your media outreach?

Now that you know what media outreach means and why it is important, let us show you how to make the most of it.

Here are 4 steps to improve your media outreach:

1. Research your target audience

In this case, know the journalist or blogger you plan to target. Research media outlets (publications, magazines, Youtube channels, blogs) and individual journalists you plan to reach out to.

Read as many articles and blogs, as possible, written by those journalists about your subject. Check them out on social media.

This will enable you to be familiar with the type of content they produce and help you prepare content that will be of their interest. Media outreach usually fails because the content pitched is not what that journalist writes about or is interested in This is crucial.

Search for terms related to your industry, as well as your competitors It will help you identify journalists and bloggers that are writing on those subjects. For example, if you’re a SaaS company, your media outreach strategy would involve focusing on terms related to your sector.

2. Build your target media list

Pitching the right story to the right person is more likely to result in it getting press coverage. It will also help develop your credibility with key journalists and influencers.

Step 1: Define the content you’re pitching

You must be clear on what type of content you want to pitch. Is it an interview with an executive, a new product announcement or a piece of original research? A targeted outreach list cannot be built without knowing what your message will look like.

Step 2: Develop unique Angles

Once you know what you’re offering, make a list of all the different journalists who may want to share it with their readers Then, create different “angles” or lead points for your content so that it becomes relevant to each of these journalists and their audience.

For example, we created a pitch for Wideum, comparing the software with WhatsApp: “the Spanish WhatsApp that is revolutionizing the remote assistance market” ( https://bit.ly/noticiawideum).

This way your content will be targeted and relevant when it reaches your targeted journalists.

Step 3: Search by publication and journalist

You can use databases to build your list, so start with a general search for publications that write about your vertical or product category. Then search each publication or blog to find relevant journalists who write on specific topics and keywords related to your category.

For example, a general search for entrepreneurship magazines will give you results like Forbes. An in-depth search in Forbes will give you the names of multiple start-up writers.

Next, when you do a contact search for “start-up” it will give you names of journalists who write about start-ups in other publications that may not have a specific investment focus — like Flowers.com, or Wired.

Step 4: Focus on correct job descriptions or profiles

Different media outlets use different names for journalists’ and writers’ jobs. Reporter, staff writer, editorial assistant – these are general designations of journalists who create content and who are relevant for you. You should never pitch to the Editor-In-Chief. They are usually responsible for the business end of an outlet—like selecting content, not creating it.

3. Develop your relevant story

First, a subject line that is short and sweet, yet piques the curiosity and is personalized can be the determining factor whether or not your pitch is even opened, let alone read. Most journalists receive between 30 and 200 pitches per week, so it is essential to take your subject line seriously and be creative This is where a creative subject line, one that incites curiosity, can make a difference. Think of potential news headlines and the key message your content is conveying to that specific audience.

Then, the story angle: a good pitch outlines the story in a manner that is relevant to the journalists’ audience. The outline should be clear yet concise, not more than 200 words.

Last but not least, communicate the newsworthy elements of the content and call out the emotional insights from the content in a quick bullet list.

4. Prove your content’s value

The press strives to report original, newsworthy content from credible sources Your pitch will not be effective if you fail to prove your content’s value to the journalist and their audience. But how?

Your content is valuable if it exemplifies these three qualities: It is credible, it is newsworthy, and it is relevant. Point out how your content resonates with the publication’s audience. Show how it will either educate, entertain or inspire the readers.

Once you have your media list and a valuable story to tell, it’s time to sit down and write your pitch

If you want to know how we can help you reach out to the right journalists, contact us.


The sunk cost fallacy

“The phenomenon whereby a person is reluctant to abandon a strategy or course of action because they have invested heavily in it, even when it is clear that abandonment would be more beneficial.”

The sunk-cost fallacy creeps into a lot of major financial decisions. Have you ever felt attached to an investment long after you should have sold it? You know you are never going to get your money back, and you know the cost of opportunity is high…but you don’t sell.

Have you ever persevered with a relationship – friend or love – even when the damage to your personal energy is evident? Have you ever taken too long to dismiss an employee because you have invested time and money in their training?

These are all examples of the “sunk cost effect,” which occurs when you choose to do or continue something only because you have invested (unrecoverable) resources in it in the past. Sometimes it is the feeling of guilt, the shame of acknowledging a mistake or the fear of the consequences. It is a normal human cognitive bias.

But it is a core lesson in business economics classes, and also in personal finance self-help books that any unrecoverable cost sunk in the past is irrelevant when deciding what to do next.

In our world at Dircom Partners, we see this happen too often. We speak with companies and individuals who stick with their agencies and even go on to increase their business with them due to the sunk cost fallacy: they have invested in them for too long and they are afraid of losing that goodwill.

Not only are they missing the opportunity to meet other experts who could bring more fresh and modern ideas, but they are also paying a premium price because their learning curve is flat.

We are not advocating here for a full swing. No, don’t risk the continuity of your business, but do healthy “sanity checks” regularly, bringing new agencies on board, to hear new ideas and refresh the enthusiasm and dedication of the present incumbent.

Remember: when sunk costs affect strategic decisions, there will be serious consequences.



Call us.

social networks

5 ways to make your employees the best ambassadors for your company on LinkedIn

In our digital world, we are all in a position to be considered opinion leaders. That is why it is so important that we all become aware and share the responsibility to use our social voices in the most professional and respectful way possible.

This is particularly important when it comes to LinkedIn, the leading social network for professional matters. LinkedIn is where we post or look for work, as well as connecting, sharing content, and following content shared by a variety of people and other companies, including current and potential clients, past and present co-workers and contacts, business partners, industry bodies, prospective employees, professional groups, and past and future employers.

By connecting our current employer to our individual LinkedIn accounts, we essentially take responsibility for representing the company we work for. This means that our actions on LinkedIn must be in line with the values of the company. That’s why many companies share LinkedIn’s guidelines for employees or best practices for employee advocacy.

Keeping these values, guidelines, and best practices in mind when interacting on LinkedIn will mean that you are engaging with the platform in a way that has a positive impact on both your individual networks and professional development, as well as your company’s social profile. .

The benefits for the employer

It is well known that flying below the social radar is not part of good business strategy. A strong presence on LinkedIn is vitally important, and the well-proven key benefits are:

Commercial development – Drive Direct Leads, Drive More Voice Engagement

Customer relations / customer service: share engaging content that resonates with customers, increase customer referrals, provide another communication channel for customers

Human Resources: establish company as employer of choice, attract new employees

Public relations and problem management: establish meaningful relationships with opinion formers and influencers, manage problems and crises.

But companies should be aware that they cannot go it alone to achieve these benefits solely through their corporate LinkedIn account. In fact, they’ll see more benefits sooner if they recognize and act on the fact that using their employees on LinkedIn is critical to their success.

The Power of the Individual on LinkedIn

In today’s highly dispersed and competitive business environment, advocating for employees on LinkedIn is important to all businesses. This is because LinkedIn has found that content shared by employees has a 2X greater impact than when shared by a company. It also found that marketers who share content regularly are 45% more likely to exceed their goals, and companies that are social are 58% more likely to attract top talent and 20% more likely to retain them.

Whether your organization employs 10 people or a team of thousands, it’s important to understand the collective value these people bring to your brand identity, reach, and success.

Strategies to turn employees into the best social defender of a company

While many employers are aware of the power of their employees’ voices on LinkedIn, it can often be a challenge for companies to figure out how to get employees regularly engaged on LinkedIn. Some examples are:

  1. Recruit some LinkedIn champions to encourage and support other employees to become active on LinkedIn and allow them to schedule 30-45 minutes a week to stay active on LinkedIn as part of their role.
  2. Share some suggested LinkedIn copies and images with employees via email or other internal communication platform on a weekly or bi-weekly basis, so they can simply copy and paste to their own LinkedIn.
  3. Have an internal or external marketing team take over the LinkedIn accounts of company executives to ensure that these often well-connected but busy employees stay active and engaged on LinkedIn.
  4. Consider a gamification platform that encourages employees to compete with each other on LinkedIn. Incentivize employees to be as active as possible on LinkedIn through company recognition or awards for employees who shared the most or received the most responses to their posts.
  5. Invest in a platform like Hootsuite Amplify to make it easier than ever for your employees to access and share approved posts with their LinkedIn networks.

LinkedIn is an incredibly powerful tool for your business if you know how to take advantage of it. For more information on turning your employees into motivated LinkedIn advocates, contact us.

social networks

The 3 great uses of Clubhouse for your business

Club House (Club House) is an audio social network for sharing constructive conversations between industry professionals and celebrities. It works in a very simple way: it is like an interactive radio program in which all participants can speak.

It is still by invitation only, but it is not difficult to sign up. It works by topic or channel, which can be chosen to track or just create your own. Business people like Elon Musk, or celebrities like Oprah are using an anonymous account to test the app. The community is full of interesting people from the tech industry, marketers, investors, and influencers. The exclusivity (each user can only invite a limited number of their contacts) has made it a rather restricted conversation application with interesting people.

Why could it be relevant to you? It is a platform that will provide new and important opportunities for brands and marketing, professionals and also personal:

1. Networking. In the world of COVID-19, lockdowns and travel bans, there aren’t many conferences and business events where executives expose themselves to the right audience. In Clubhouse, you can quickly build a room where your team, new product developers, or brand ambassadors can engage in exclusive conversations on a large scale.

2. Opinion leadership and influencers participation. Active participation in the room, as a moderator or presenter, will also give you the opportunity to show your knowledge and be noticed by people interested in your business and recognize you as a person of authority. This also appears to be a medium that will naturally lend itself to working with key influencers and opinion leaders (KOLs).

3. Spread news. There aren’t a ton of reporters and media outlets on the app yet, but as this community grows, all sorts of great use cases for social audio will emerge. People will start creating rooms to share breaking news, protests, a political convention or a product launch… all live. It will be a natural environment for those who work in the broadcast media. It will be a great tool for reinventing the traditional press conference, especially if they eventually add video to your offering. But what will not be is a podcast.

The one thing the platform isn’t about: direct sales and sponsored sales pitches … at least for now. Linkedin and Facebook were originally conceived to connect with people and today they are powerful sales engines.

Do you want to know how to use Clubhouse for your brand?

Contact us

4 good practices for start-ups

The most common objective of all start ups is to achieve rapid but solid growth and validate their proposal in the market. Clearly, to achieve that goal, a startup needs to be seen and heard by a large number of people. There are many traditional communication strategies such as press, public relations and advertising, but they no longer solve your specific and innovative needs and demands with an increasingly absent audience. These disruptive companies must adopt out-of-the-box communication strategies, not just to reach people, but to build a strong connection. Some of the best customer communication strategies for startups are:
Clear and simple positioning
The first thing when designing a communication strategy for your startup is to be clear about who you are and what you do. It may seem elementary, but it is crucial and a key to connecting with employees, investors and customers.
A great story could be the anchor of a solid communication strategy: integrate your story on a website, social network and print it on a poster to hang in the offices, which includes what your startup does, for whom, and why.
Create a supreme customer experience
It is a critical element of your value proposition. Give the utmost importance to customer service, as that is what sets your startup apart from the rest. Prioritizing resources will be helpful; The kind of experience you create for your clients will certainly help your startup in the long run.
Agile and effective internal communication
Yes, internal communication is critical communication because it addresses the architects of your success: your employees. Email, slack, whatsapp or other social networks should help keep the team connected but at the same time be efficient, aligned but creative. Remember that any communication other than face-to-face is an imperfect substitute for human contact. But don’t let the contact become a distraction.
Execution holds the key
With too many communication strategies, it is time to move on to the execution phase. An established work plan for execution is as important as your communication strategy. Decide who is appropriate to carry it out and hold this team or one person accountable for achieving your startup’s communication goals. If you do not have the internal resource or it is not appropriate, do not sacrifice time waiting for the moment: look for an external communication professional that translates your objectives into results.
More good practices, with concrete technology examples in this blog:

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