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We are a few weeks into January and many New Year’s resolutions have been broken. Yet, some are still going strong. Lots of people are sticking to dry January and continue to order the popular meal-prep boxes, and that's great! During this time we tend to always see an uptick in health, wellness, and fitness stories, however, I don’t expect to see them slow down anytime soon.

If you are a health and wellness brand you have a huge opportunity to be in the media, and it’s imperative that you cut through the noise and be seen and heard. The findings from ADM's OutsideVoice research portal showed that 77% of consumers want to do more to stay healthy in the future. 

However, it’s not just about media placement. It’s a combination of social media, videos, and influencer outreach.

So how do you get noticed? I've compiled a quick list of 5 ways that YOU can get in front of your audience that you can start implementing today!

Set your Brand Apart

What makes you different? Who is your target audience? This is very important to do before you begin pitching to the media. Journalists receive hundreds of pitches a day and the only way to get them to open your email is to stand out. 

Up your Social Media Game

Social media is extremely important for health and wellness brands. Instagram is the number one platform for this industry. This social media giant has nearly 1 billion active users and it continues to grow. 

  • Use beautiful imagery and videos of your product or service. You can do this as a video or through Instagram Reels or IGTV.
  • You want to constantly engage with your audience on every post. Be sure to respond to comments on your feed as well as Instagram stories.
  • Instagram stories are getting more views than posts, so take advantage of that.
  • If a consumer tags you in their story, give them a shout out or reshare it.
  • Ask your audience questions and make them part of the story. This shows your audience that you care about their voice and what’s important to them.
  • Hashtags are also really important especially on specific health awareness days. 

Work with Social Media Influencers

If you want to get your product in the hands of influencers, you will most likely have to pay for them to promote your product, but it can definitely be worth it if their audience is your target market. Influencers have audiences who trust them and that is the

BUT, oftentimes you can offer to send and share a product with micro-influencers that you reach out to, and even better if you take the time to build a relationship with them. Don’t let the word "micro-influencer" make you think that they are too small for your brand. While micro-influencers have a smaller audience, they tend to have a deeper connection with their audience and that is exactly what you want.

Establish Yourself as an Expert 

Position yourself as an expert in your field. This will get your company name out there and you will begin to establish a relationship with journalists and influencers. The media always needs sources and if you do a great job with one interview with them, I guarantee that they will keep your contact information. If there is something trending in your industry go ahead and reach out to a journalist and let them know that you can weigh in on that topic. 

Share Your Product

If you have a product that you want to let the media know about, send the editor your product. It’s one thing to send a pitch and talk about how great your brand is, but it’s another thing to actually feel it, try it, or taste it.  I have talked to many journalists and they love when they receive products. It’s just another unique way to get their attention. 

The health and wellness space is very crowded and expects to get busier. But don't let that discourage you! Use it as motivation to continue to set yourself apart and use creative ways to get the media’s attention and show your audience that your product or service is the best. 

Keep plugging away and remember, consistency is key.

You've got this!!

The holidays are upon us and while many are taking time off, the press does not. Digital media outlets need to fill their sites with stories and television stations will be, as they call it, “light” for stories.  

Reporters and editors are not getting inundated with press pitches as many are on vacation, so your pitch has a chance of getting read and potentially picked up. 

As hard news slows down, reporters need story ideas. And this is where you come in! Here’s what journalists are looking for. 

Secret #1: Feel Good Stories

I think most of us agree that after this year, we all need a feel-good story. Reporters are looking to share a special story that warms the hearts of their viewers or readers. This works great with your local media. If you have a special story that will resonate with your audience pitch away. 

Secret #2: Food. Food. Food.

Food is a big part of the season and prior to COVID television stations would have in-studio cooking segments. But that doesn’t mean that they are not looking for this type of content. Pitch a unique cooking/entertainment segment that you can do remotely. Think about what people will be doing this holiday season as it is a bit different and create a pitch from there. For example, maybe folks aren’t doing the traditional holiday dinner, so give them ideas to create fun and less stressful meals or snacks. Remember, think outside the box and what is important to the audience. 

Secret #3: Be Topical

Pitching topical newsworthy stories is always the best way to reach the media, even during the holidays. Pitch a story that connects your organization to a news topic or current trends, such as the economy, COVID, health, or other trends.

Secret #4: How To’s

The media loves to interview experts about tips. From how to stay healthy during the holidays with COVID to how to avoid gaining weight from all the amazing food and cookies...these are great ways to reach the media.

Secret #5: Gifts Ideas

We all struggle with coming up with unique gifts and the media loves to provide unique ideas to their readers and viewers. If you have a specific product that would make a good gift before you pitch the idea think about what sets your brand apart and why it would make a good story. It is American made, inexpensive, easy to get last minute, great for moms, dads, kids, co-workers..whats the hook?

Secret #6: Trends 

This is the time that journalists are working on 2021 predictions. The media is looking for experts in their industry to talk about what we can expect over the next year in that field. This is the case in multiple areas. From health and wellness to finance and style. The key here is to pitch this ASAP. 

A great place to see opportunities regarding these stories is HARO (Help a Reporter Out) I talk all about this and how to use it in my online course Land Your Own Media Coverage and Increase Your Brand

While national media exposure is the goal for many, I highly encourage you to start on the local level, especially with these holiday stories. And once they interview you, your chance to do more interviews will increase significantly. 

I’m excited to hear about your success.

Have a wonderful holiday season!!

2020 has shaped up to be quite a year. I think many of us have some choice words to describe this rollercoaster ride. One word that comes to mind is shifting

Businesses and schools have had to shift how they operate. Parents have taken on a new role as teachers, college students are learning from their dorms instead of lecture halls, and the media has shifted its attention to strictly COVID and the election. 

As COVID and the election continue to dominate the news cycle, how do you get press coverage? 

It’s all about shifting how and where you pitch. 

While the mainstream media is doing wall to wall coverage on these two issues, hundreds of media outlets are still looking for stories. Stories that you can most likely be part of. Here’s how!

Focus on Industry Media

Media outlets in your industry are not as focused on the election or COVID as the mainstream media. However, they are doing stories surrounding those topics, but it’s more specific to the publication and their audience. For example, a health and wellness publication may do a story on ways to de-stress during these times. Or foods that we should be eating to boost our immune system during COVID and flu season. If you are in the health and wellness space, this is something that you should think about when pitching your stories.  

COVID and the election aside, the media in your industry is still publishing hundreds of stories that are focused on other topics. This is your opportunity to get your story told or be quoted as an expert in your industry. Forget being on the Today Show, for now- and focus on getting as much press coverage in smaller, industry-focused media. 

Start building a list of your industry media outlets, gather the editor’s email, and pitch away. Make sure to keep your pitch short, simple, and easy to understand. And of course, create an attention-grabbing headline.  I have all of this information, pulse how to write the perfect pitch and headlines in my PR Crash Course. Click here to learn more.

If you are pitching yourself as an expert to the media compile a few story ideas that include stats, studies, trends, or recent news items that you can weigh in on. For example, write an email introducing yourself with a link to your website and let the journalist know that you are an expert in a particular industry, and include a few story suggestions with your talking points. 

Think Like a Journalist

I can’t tell you how many pitches that I’ve received and they do not have anything to do with what our viewers would want. For example, I received a pitch for a cooking segment on Newsmax’s morning show. 1- The studio doesn’t even have a kitchen. 2- The morning show format is strictly hard news and politics. This would not be the right fit for this show. And it appears as if the publicist didn’t take the time to research the show.

When journalists receive a pitch they are thinking things like, “Why would my reader or viewer care about this story? What’s in for them? What will they learn? How can this help them? And does this align with our audience?”

You have to put yourself in the mind of the journalist and take yourself out of the pitch. We all think that our brand is the best and everyone needs to know about it, but a press pitch is not a sales pitch. It’s all about the story. 

When you are crafting your pitch, pretend that you the journalist and the reader or viewer. I guarantee your pitch will change when you do this. 

Write. Contribute. Create Content

The media is a 24/7 business and their goal is to put out as much content as possible. Many media outlets have made cuts and that has opened the doors for freelance journalists and contributing writers. This is a great opportunity for you! You have the chance to share your expertise in an article that you can control the content and narrative for a major media outlet. Simply go on the media outlet’s website and see what the requirements are to be a contributing writer. 

Another way to get your message out to the public is to write your own blog and share it on all of your social media platforms. Just like contributing, this is a great way to show your expertise and provide people with valuable information. 

Remember, public relations is not just about getting on TV or appearing in a digital publication. You can gain credibility in multiple ways including writing your own content, creating videos, and being present and engaged on social media. 

During these times of uncertainty, it’s important to focus on shifting your thoughts and strategy to ensure that you stay on top. 

Let me know what ways you plan on shifting your media strategy for the rest of 2020!