If you want free media coverage, you need to send a media release to media outlets. (A media release is a news story or guest column that media outlets could potentially share with their readers.)
Bear in mind, though, that media outlets are very selective – they receive dozens of media releases each day and publish only a fraction of them. To give yourself the best chance of being one of the chosen few, you need to make sure your media releases:
- Are aimed at the publication’s target market (not one-size-fits-all)
- Are well-written (not poorly structured)
- Contain newsworthy information (not corporate propaganda)
The more targeted, well-written and newsworthy your media releases are, the more likely they are to be published.