Media coverage has many benefits for any business, including exposure to their readership, links to your site that boost SEO, positioning and authority in your market, and increased trust and perceived brand authority. Especially when it’s large media brands.
How many Personal Trainers do you know that have regular media coverage?
Not many? Great! That means the market is wide open for you. All you need to do is let the media know that you exist, in a way that makes you stand out and interests them.
What The Media Wants To Cover
Two things that you should realize when it comes to media coverage.
First of all, there is a specific structure that press releases follow. It’s not just a rambling text. The person reading it will glance for the key points and if they can’t find them, probably discard it without actually reading.
Here is an example press release I wrote for you to see the structure.
Secondly, you need an angle. Something that makes you unique, new, interesting or an authority. Being ‘just another personal trainer’ isn’t going to inspire anyone to want to read about it. What is your hook? Your angle?
- They NEED content. They have to write about something. Media outlets need new content on a constant basis. They are always on the lookout for new stories. It is likely easier than you think to gain media coverage, but only when…
- You are interesting. While they do need content on a constant basis, they only need content that their readers are interested in reading. Sending a ‘me-too’ story is not going to interest any media outlet, because it won’t interest any of their readers.
First of all, there is a specific structure that press releases follow. It’s not just a rambling text. The person reading it will glance for the key points and if they can’t find them, probably discard it without actually reading.
Here is an example press release I wrote for you to see the structure.
Secondly, you need an angle. Something that makes you unique, new, interesting or an authority. Being ‘just another personal trainer’ isn’t going to inspire anyone to want to read about it. What is your hook? Your angle?
How To Find Your Angle
This isn’t exhaustive, but it’s an idea of some different angles you can use as a hook.
- New: whether it’s a new business, new product, new location. New is news and news is interesting and relevant locally
- First: If you’re the first Crossfit box in your town, that’s newsworthy
- Human interest story: If you’ve had a client with exceptional results – I mean life changing – that is an interesting story
- Celebrity: if you’ve helped a celebrity or person of note, that is newsworthy
- Different from the status quo: For example, if you can help people lose weight without dieting or some other assumed requirement, that’s worth talking about
- Charity or special event: Any special event or fundraising could be covered
Writing Your Press Release
We’ve spoken about the structure already, you also have to write in a persuasive manner. It is really no different to writing any sales material such as web pages or brochures. The aim is to influence the person reading it in to giving you media coverage.
Submitting A Press Release
After it’s written, you need to submit the release to the various distribution channels, such as the Associated Press, Lexis Nexis, Comtex & more. From there, if it’s done well; hundreds of news outlets will pick up your press release and some will publish it on their site.
Here's where our press release ended up!
Here's where our press release ended up!
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Your Successful Press Release
There are a lot of parts that go in to writing a successful press release.
Using the ideas here and the example given above you should be able to put together a good release.
Using the ideas here and the example given above you should be able to put together a good release.
