How can we get media coverage when our APP is just launched?
| Introduction: Mobile Internet entrepreneurs are very passionate and work very hard, and media friends sometimes hope to help them through reporting. But sometimes entrepreneurs lack the skills to communicate with the media, making it impossible for media friends to help. As a public relations person who has both media experience and has worked in corporate marketing, I might as well give entrepreneurs some pertinent suggestions. How can we get media coverage when our APP is just launched? 1. Understand the value of media Entrepreneurs must first recognize the true value of media. The value of the media lies not in publishing soft advertisements, but in its ability to deliver news or information that the public needs. Therefore, the media's primary focus is on the preferences of the public rather than on businesses. Entrepreneurs should start from the media's focus. The first thing is to provide information that the public is interested in, and the second is to strive to get coverage of the company or product. Successful media coverage should be a win-win situation for enterprises, media and the public. Therefore, in order to win media coverage, the first thing to do is to look at the company’s own shining points from the media’s perspective and see if they can attract public attention. The most common mistake many entrepreneurs make is to focus too much on their products and lack understanding of the media. From the perspective of the company's own reporting needs, even if it gets reported, it won't receive much response. Who would like to watch worthless soft ads? 2. Segment the media Secondly, if you want to achieve the best publicity effect through media reports, you should also conduct refined classification management of the media. Generally speaking, even for similar websites in the same industry, their positioning and reporting directions are different. At this time, corporate marketing or public relations personnel are needed to roughly classify the media within the industry and conduct in-depth analysis and understanding of the positioning and reporting direction of key media. Taking technology new media as an example, Huxiu.com and Titanium Media both focus on discussions on the business models of Internet companies, Leifeng.com focuses on the development of hardware technology products, and Kuailiyu prefers content or opinions related to innovation, entrepreneurship and corporate management. After classifying and understanding the media, you can tailor news-worthy corporate press releases for each media outlet to gain opportunities for coverage. 3. Positive interaction with the media Generally speaking, media reporting formats include general reports, journalist interviews, industry specials, etc. If you want to gain more media attention and obtain continuous coverage, healthy interaction with the media is essential. Both corporate executives and marketing and public relations personnel should establish good cooperative relationships with media personnel. If there are executives in the company who have good writing skills and ideas, they can also write more, such as writing columns for the media, and appropriately mentioning their own products in them, which can also be a form of publicity. Market personnel also need to maintain a good relationship with media reporters, promptly inform media reporters of front-line market intelligence, act as "informants" for media reporters, disclose information appropriately, and form a long-term stable, mutually beneficial and win-win situation with the media. 4. Abandon press releases As a mobile Internet entrepreneur, the first thing to do is to abandon the use of press releases to promote the company. A press release is completely inappropriate for a startup. Secondly, the value and significance of the press release is very small to the media and will not attract any attention. In fact, press releases are a general practice used by public relations companies to deal with companies in a perfunctory manner. Since start-ups are unfamiliar with the media, they often seek coverage from public relations companies. For small cases like start-ups, PR companies usually write a few press releases, send them to some media, and then compile a news briefing for the company. In fact, this is meaningless. First of all, homogeneous content is not welcomed by the media, so general news releases will be sent to remote corners, or even without an entrance. The public generally cannot see it at all, so the publicity effect is almost zero. Of course, if you just want to do some SEO, a press release might be of some help. 5. Let the media report proactively The ways and methods of dealing with the media have been discussed before. Next, let’s briefly talk about how to find the shining points of the company itself and let the media report on it. It is undeniable that the general media prefers news about large companies. Large companies have brand awareness and reports about them can easily attract public attention. However, small companies have no brand awareness and usually find it difficult to attract public attention. So it’s especially difficult for startups to get free, unpaid coverage. But it is not impossible. This requires looking for the bright spots within oneself. Specific shining points can be found from the following directions: (1) The identity and background of the founder. If the founder is a well-known person in the industry, you can directly play the founder card. For example, XXX founded XXX.com. (2) The investment background of the enterprise. If it gets investment, it will be a good gimmick. For example, XXX received 10 million angel investment, etc. (3) Integration with real-time hot spots. In the process of seeking coverage, if a hot event happens to occur in the industry, if you can cleverly integrate it into it, you will also get a good opportunity for exposure. (4) Get industry leaders to endorse you. Are there any big-name companies in the industry to which the product belongs? If so, you can ask them to endorse you. For example, XXX.com has grown rapidly and threatened XXX's leading position in the industry. (5) In terms of other products, new products or innovative features are introduced. |
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