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** Business Book Awards 2023 Finalist **
Have you ever seen a competitor get great headlines and thought, ‘Hey! Why wasn’t that us?’
- Get insider secrets to find out how to set your business apart and cut through the noise, using media coverage
- How to prepare your business to become a go-to authority for journalists from day one
- The end-to-end process of getting media coverage, demystified
- How to align media relations with your growth strategy and scale coverage
Included: An invaluable media relations toolkit with actionable templates, scripts and cheat sheets for transformational results
FELICITY COWIE is a media relations troubleshooter for some of the world’s leading organisations and former BBC News and Panorama journalist. She’s worked on 100,000 story pitches from both sides and now makes her insider secrets available to YOU...
"A must-read for founders. This is truly a game-changing guide" Eileen Burbidge MBE
TABLE OF CONTENTS
Foreword by Eileen Burbidge
Introduction
- ‘Why wasn’t that us?’
- What is media relations?
- How can media relations help YOUR business?
Chapter 1 You need scrutiny, not ANOTHER strategy
Media relations starts in the guts of your business.
- Can you articulate what you do in 50 words?
- What are your key business objectives – are there holes and conflicts and how to use holding statements and key lines to take
- Where’s the proof – case studies
What Journalists Think When You Pitch (A-F)
Chapter 2 Demystified: How you get media coverage, end to end
Journalism is not a dark art. It’s a long-established and hierarchical industry with strict rules and non-negotiable deadlines.
- The main rules which journalists are bound by: Time
- The main rules which journalists are bound by: Teamwork
- A timeline of how the pitching process all works
What Journalists Think When You Pitch (G-K)
Chapter 3 Business first, story second
Never fall in love with your story over your business.
- Matching your core business objectives to stories
- Timing is everything: When do YOU want this coverage (and why)?
- Finding the right journalists
What Journalists Think When You Pitch (L-P)
Chapter 4 Tomorrow’s chip paper or the feeding frenzy
Success! You get your coverage. But this immediately leads to two new challenges. Your coverage is over before it starts, or it accelerates. And you need to plan for both before you start out.
- Amplifying all media coverage
- Planning for and coping with intense media interest: For the business owner
- Planning for and coping with intense media interest: For the business and its wider relationships
What Journalists Think When You Pitch (Q-U)
Chapter 5 Implementing infallible processes
Most businesses don’t know where to put media relations.
- Embedding tried and tested tools
- Briefing to recruit the right skills – in house
- Briefing to recruit the right skills – agency
What Journalists Think When You Pitch (V-Z)
Media Relations Toolkit
- How to write a press release with the only template you will ever need
- How to find the right journalists cheat sheet
- How to pitch your story to any journalist in 7 steps (with script)
- Critical housekeeping to avoid knowledge loss and reinventing the wheel/How to store media contacts and coverage
- How to create a job description/invitation to tender/request for proposal to get the right skills
- Method to describe your business concisely using a 50 Mighty Words quadrant to check/keep everybody is on the same page through opportunities and risks
Key terms
Acknowledgements