June 6, 2013

Blog post as a media relations tool?

blog post

Yes, a company’s blog can be a significant tool in reaching out to media and securing news coverage. Often, if there is an issue receiving a lot of attention within an industry, a blog post is the quickest and most efficient way to put a stake in the ground and offer your company’s point of view.

But just posting your company’s position on an issue is not enough. Sure, your employees and other company stakeholders are alerted, but you need to take it a step further and use that post just as you would a press release.

After you’ve entered your blog post, email a copy of it to all media reps important in your space. They’ll see it’s not a press release and you’re not pitching them for coverage, but merely alerting them to an issue your company believes is important. Once the email is sent, continue working with it like a press release and conduct phone follow-up to the top media you want to be in front of. When you have him or her on the phone, talk about why this issue is important to you and how your company could act as a resource should the reporter provide further coverage. You’ve already given your company’s point of view and demonstrated your commitment by phoning the journalist; you might be pleasantly surprised how far this will go in having your company included in future coverage.

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