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Blog posts tagged press coverage

Eight secrets to help you get press coverage

April 22, 2015 by Amanda Ruiz

Eight secrets to help you get press coverage{{}}Have you had your fingers burnt when hiring PR agents or agencies? Did they tie you into an expensive six-month retainer but didn’t deliver the results you were expecting? Or do you just want to do your own PR but don’t know where to start?

Fear not – here are my secrets on how to get into the press.

When I first started on my entrepreneurial journey, a friend (who runs The Mumprenuers Networking Club) said something that really struck a chord. She said: “Every day you must do at least one promotional activity in order to drive customer and brand awareness”.

So with those words ringing in my ears, I really went to town and mastered how to get into the press.

Through huge amounts of perseverance I secured press coverage in many of the major glossies and national newspapers. Here’s my step-by-step method to ensure you get results.

  1. Find your “golden nugget”: the thing that makes your business interesting. Then decide on your press angle: is it a product launch, profile piece, something seasonal, a local story, or a reaction to recent news?
  2. Research your ideal client: where do they hang out, what do they read online and offline, where do they shop, what are their hobbies, what’s their income? Find this out and create at least three mood boards to fit each type of client. Now target publications that fit these profiles.
  3. Research your competition: don’t reinvent the wheel, see where your competitors have got press mentions and which angles they used. This will inspire you to think of more new angles.
  4. Research your target journalist: read their articles, look them up on and LinkedIn, and follow them on Twitter. Contact them about the things they tend to write about and mention their latest article to show you’ve done your homework.
  5. Create a PR toolkit: including professional photographs and strong copy. Make sure your website is up-to-date website with clear contact details.
  6. Write a press release: and make sure it is newsworthy. Consider why the readers want to read about your business. Include: an eye-catching headline, short sharp paragraphs, a quote, verifiable facts, relevant statistics and full contact details. Share your press release via social media and make sure it’s easy to find on your website.
  7. Make a PR plan of action: be targeted. You will get the best results if you focus on your key targets and do quality follow-ups rather than doing a mass mail-out and hoping something will stick. Create a plan of action listing: contact details, date of contact, feedback, action to take.
  8. Develop a PR campaign: Practise your pitch before you go to the big guns. Never leave a voice-mail as journalists are busy; keep calling them, but try not to come over as a stalker! Be persistent and polite.

Once you have got into the press, make sure you say thank you to the journalist. Then add the piece to your website and share it on social media.

Copyright © 2015 Amanda Ruiz is the founder of She runs online courses for entrepreneurs that want to get press coverage.

Why you need some golden nuggets to get press coverage

June 25, 2014 by Amanda Ruiz

Why you need some golden nuggets to get press coverage{{}}You have a fabulous service, brand or product that you, your family and friends and a growing band of customers love — but why can’t you get the press to fall in love with your offering?

You may fall into one of these categories:

  • You don’t know where to start and feel overwhelmed at selling yourself to the press;
  • You have had a lucky break and managed to get one really cool piece of coverage and you don’t know how to get more;
  • You can’t seem to find your USPs — the golden nuggets that can give your news a “hook”.

The feeling of overwhelm can be powerful. But as a business mentor told me at the very beginning of my entrepreneurial journey, you need to do some promotion on your company each and every day. If you aren’t going to do that, then no-one will (unless you pay a PR agent). So go and do what you do best — enthuse about your business to interested parties.

Building on coverage

If you have already had some press coverage by being spotted at an event or via Twitter, you must ensure that you maximise this opportunity as much as possible. Firstly, thank the journalist for their piece — you never know when you may need to speak to them again.

The next step is to politely ask them for the PDF version of the news story. If you can’t get hold of this then buy the publication and include a scan of the piece in a dedicated Press section on your website. You could also add the newspaper or magazine logo to your home page to give you extra credibility. Then share the image or promote a link to the coverage across your social media platforms.

Golden nuggets

When you are in the thick of running your business, you often neglect to articulate your USP. It’s worth asking friends and customers to take part in a focus group to establish what makes your business special. These are the kind of questions you should be discussing:

  • What is your big “why”? What drives you?
  • Why are you so good at what you do?
  • Why are you better than your competition? What makes you stand out?
  • Who is your competition? What do they do that you really admire?
  • What is your mission?
  • What are your major strengths and opportunities?
  • Who is your target audience and why?
  • What do the client testimonials say about you time and time again?
  • What did you do before you launched your company? The press love a good story…

Once you have done this brainstorming, I can guarantee you that some lovely golden nuggets will have appeared. Now use this information to write a simple sentence that describes what your company does. Don’t forget to include your golden nugget. This sentence will then work as your elevator pitch, whether you are selling, networking or pitching to a journalist.

Amanda Ruiz is known as the ultimate door opener. She is the founder of, a marketing and PR agency.

How to get press coverage in 2014

January 29, 2014 by Amanda Ruiz

How to get press coverage in 2014/PR on wooden cubes on newspaper{{}}If you run your own business you need to juggle many balls — the financials, stock, display (online and offline), networking, social media management, staff… the list goes on.

But one thing that all entrepreneurs must try to keep on top of is brand awareness — so that new customers can discover you easily and so that your existing customers feel good about seeing your company getting mentioned in the press. This kind of visibility will encourage customers to pick up the phone and order your product or services again.

Press coverage is free editorial — not paid-for advertising. If you haven’t tried to get press coverage to date, here are 12 essential steps that will help you get your company some valuable media coverage in 2014.

You will need to roll your sleeves and go for it, because if you don’t employ a PR agent (either in-house or on a contractual basis), then no one is going to do it for you. The fact that you are passionate about your product or services is a great start.

So let’s dive straight in and get some press for 2014.

Create the right mindset

1. Have a thick skin and be persistent: you could get plenty of push backs, but keep on trying, don’t be put off by rejections from journalists, the next journalist you call may love your product.

2. Be creative: try and think outside of the box to come up with interesting angles for your media approaches.

3. Have confidence: pick up the phone. If you believe in your product and are passionate about it, that’s half the battle.

Get your tool kit straightened out

4. Good images, both high and low resolution, are essential.

5. Strong copy: make your words punchy and to the point in order to catch attention.

6. Prepare your website: add a new page with links to your images and the news you are promoting.

Do your research and find an angle

7. Buy the target magazines or newspapers or read them online to find out more about their approach and to get the key contacts details.

8. Follow journalists on Twitter: You will see up to date information on what they are covering. You can also check out these two hashtags:  #journorequest #PRrequest.

9. Identify your story: Is it a product launch? Profile piece? Case study?

10. Come up with a grabbing headline and use this in your email subject box and as the title for the press release.

11. Use statistics where possible, this gives credibility to your story. Provide a quote and if possible get one from a satisfied customer as well.

12. Always say thank you to the journalists when they publish your story.

Good luck and go for it!

Amanda Ruiz is the founder of, a marketing and PR agency.

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