How to Get Press Coverage: A 5 Step Process That Really Works

My father was a “journo” for well over thirty years.

And you know what? He struggled to find credible experts for interviews.

But not anymore.

Now journos can easily find sources to interview online.

And by building relationships with even a few journalists, you can ensure a steady amount of press coverage.

If done correctly.

Below is a 5 step process to help you effectively find reporters, build relationships and eventually pitch them your story ideas.

Step #1. Find Reporters

Step 1.1. Create a spreadsheet. Use the following columns: publication, reporter name, contact info (email, phone and social networks), preferred method of contact  and a box for notes (stuff you learn about them as you go). The last column should be for any URL where they reference you.

This way you can cite your appearances when pitching other journos.

Step 1.2 Use Muck Rack. This site lets you search through top publications and find travel journalists.

A faster, paid option is to use Bulldog Reporter, which accesses over 50,000 journalists worldwide. You get each reporter’s name, publication, phone number, email and personal contact info. It’s a pay-as-you-go service and could save you a lot of time on this step.

Step 1.3 Follow popular journos on Twitter. Here’s a list of travel writers on Twitter. And here’s a ton of North American and Global journalists (note: these are general lists, not solely travel).

Step 1.4 Sign up for HARO. This site - which stands for Help a Reporter Out - sends you three emails a day from reporters looking for people to interview. There’s no reason you shouldn’t be doing this.

Step #2. Build Relationships

Step 2.1 Read the reporter’s work. Get a feel for what they like and what they don’t.

Step 2.2 Flatter them. Send them a short email praising their latest article. Include your favorite bits.

Step 2.3 Link to them. Include links to their articles from your blog. Then contact them and let them know about it.

Step 2.4 Point to valuable resources. Even it they aren’t your own… this helps establish you as an authority.

Step 2.5 Respond immediately. This should seem obvious. Make sure to always respond quickly to requests… journos are usually under a deadline.

Step #3. Pitch Ideas

Step 3.1 Use a killer subject line in your email. Here’s 101 templates to choose from.

Step 3.2 Make the email short. No more than five sentences. Journos are busy people… don’t waste their time.

Step 3.3 Include a bio. Put this at the end of your pitch, with all your contact info.

Step 3.4 Highlight key trends in the travel market. Then offer your opinion and back it up with more facts.

Step 3.5 Do NOT use attachments.

Step #4. During the Interview

Step 4.1 Know your topic cold. be sure you’ve compiled a series of facts and figures beforehand… then weave them into the interview naturally.

Step 4.2 Include sound bytes. Shocking facts and short, punchy statements are more likely to make it to print.

Step 4.3 Tell a story during the interview. It helps the reporter understand where you’re going and helps them with their story angle.

Step 4.4 Start with the most important point. Then work your way down the list. That first point will probably be the angle to the story.

Step 4.5 Offer to become a returning guest. Weekly, monthly, whatever… just throw it out there and see what happens.

Step #5. Follow Up

Step 5.1 Send a thank you. A day or two after the interview, follow up with the reporter, thank them for the opportunity, and ask them to keep you in mind for future stories (you could even include a few ideas).

Step 5.2 Promote the interview. Bookmark it, link to it from your site, and share it on all social networks.

Step 5.3 Connect with them on LinkedIn. 

Step 5.4 Follow up every few weeks. Pitch them new ideas… connect them to other sources (e.g. other bloggers you’re networking with)… and above all, help out whenever you can.

Bonus Tip

As with guest posting, it pays to do these in batches. Try and pitch reporters around the same time with different ideas… that way you get multiple exposure all at once.