A good story!

The key to landing a piece of editorial coverage in a newspaper or magazine is your angle. Do you have a good story? Is it compelling and one that readers will enjoy? Communicating this effectively to relevant journalists via a press release and with good high resolution images will give you an excellent chance of landing a free mention! Be responsive!

If a journalist expresses interest in your story, respond to them as quickly as possible. They may require further information, images and even physical products for a photo shoot. Normally, their schedules are tight. Responding quickly and efficiently will help you build a good relationship with them and they will be happy to call on you again should the opportunity arise.

Patience, patience and more patience!

Obtaining free coverage takes time and is not an overnight process. Building journalist relationships, keeping them regularly updated on news and products and maintaining a proactive PR programme will give you the best chance against others.

It’s a competitive process, particularly with the national publications and therefore, ongoing and consistent communication will keep you one step ahead.

  • Jo Spencer heads up the Lake District branch of GAP PR and Marketing Ltd with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com