How to get coverage in print media…

Go on, admit it, when someone tags you on social media, or even sends you a text, you get a little burst of joy. That’s why it’s so addictive – it’s causing a genuine chemical reaction in your brain, producing dopamine, the chemical associated with pleasure. Whilst perhaps less instant, the same applies to print media – you see yourself in print and you get a hit of dopamine and you feel happy.

‍But of course, there’s more to it than that. When it’s your business that gets a mention, not only do you get the dopamine hit, you also get the chance to reach more people or make more sales! Win-Win!

So, how best to secure that print media coverage? While certain print publications are declining, rural Scotland is still heavily reliant on (and grateful for) it’s local, regional and national titles, from local papers like The East Lothian Courier to regional newspapers such as The Press & Journal, and national titles like The Scotsman. Sector-specific titles are also much relied upon across rural Scotland. Print media coverage can spread your message, boost your credibility, position you as an expert in your field, drive web or social media traffic and more – so dismiss it at your peril!This week, our OnFARM podcast (www.podfollow.com/onfarm) is delighted to welcome Gordon Davidson in for a chat. Gordon is News and Online Editor with The Scottish Farmer. Have a listen to the pod to learn more about The Scottish Farmer and for Gordon’s tips on how to get your news covered in the weekly Scottish farming ‘bible’! Then, read on for our very own tips on how to secure print coverage for your business:

• Make friends with journalists! That might be retweeting or replying to something they’ve said on Twitter, or perhaps sending them a sample of your product in the post. The more they remember you, the more likely they are to come back and ask you for a comment, or feature you, at a later date.
• Look at the hashtag #journorequest on Twitter – journalists looking for certain people or certain companies will use that hashtag and, if you reply, it could get you featured anywhere from The Times to your local paper.
• Learn how to write a press release. Whilst you don’t want to be telling people ALL your news, there are bound to be things happening in your business on occasion that are genuinely newsworthy. If so, draft a press release and send it to relevant media.
• Tell your story in the press release (although don’t make it War & Peace!). As well as the key facts and figures, make sure that you tell a little bit about your business story and what makes your business interesting and unique.
• Ensure that you have a decent library of images that represent your business. It’s true that a picture tells a thousand words and if you want to be featured in print your chances are higher if you have an engaging photo to go with your story.

If you need any help with any of the above, or with branding, web development, social media management or anything else, get in touch with Scene & Herd at anna@sceneandherdpr.co.uk Good luck and go get those dopamine hits!