National press: How to grab the spotlight
When it comes to getting their name and message out there, cybersecurity vendors often prioritise trade publications within IT, business, and specific verticals, recognising them as the most direct channels to IT decision-makers. Yet, the power of national press shouldn’t be underestimated, elevating a business’s profile right into the boardroom. National exposure broadens your reach beyond traditional geographical limits, which is essential in today’s digital age, where physical boundaries are far less relevant than they used to be. Embracing both local and national coverage can significantly enhance reputation and growth.
National publications boast greater search volumes, traffic, and domain authority, offering wider visibility and impact. Expanding to national media isn’t just beneficial; it’s strategic for any business looking to make an impact.
At Code Red, we strategically position our clients for visibility in both crucial trade outlets and national publications. This approach aligns with the broader business objectives of expanding influence and attracting investment. However, reaching out to national media can be a daunting task.
The roadblock to securing national coverage
Landing a spot in the headlines is tough, especially without the clout of a heavyweight brand. Faced with a sea of competitors all vying for the spotlight, standing out to national journalists might seem like an impossible task. Research shows that 50% of journalists receive between 1-5 pitches daily, while 20% are inundated with 6-10 pitches each business day. Astonishingly, over half of them field more than 255 pitches weekly.
Cision’s 2024 State of Media report found relevance was by far the most important factor in a journalist’s decision to read your pitch. This shows how absolutely vital it is to do your research, as an irrelevant pitch could damage your relationship with a key contact, or worse, get you relegated to the dreaded spam folder!
Additionally, relying on strong press relationships might seem like a backdoor to media visibility. True, journalists are human and might favour a familiar face, but their professional integrity and the demand for high-quality content take precedence. No matter the strength of your connections, your pitch will fall flat without a story that resonates.
Navigating the UK’s leading broadsheets adds another layer of challenge. These journalists have a discerning eye for what matters to their readership. Crafting a narrative that finds this sweet spot is key. Hence, your story must not only have a unique point of view but also align with the broadsheet’s preferences.
What have we learned from getting national press coverage?
Pitching to journalists and editors is an integral part of our daily to-do lists. To break into the coveted pages of a national publication, your story needs a point of view. Sam Rayment, Senior Account Executive at Code Red, found that you need a real opinion for national coverage. A pitch that says, “My client argues this” is much more interesting than “My client can discuss this.”
Additionally, pitching at the right time and working around the journalist’s schedule is a huge step towards getting noticed by them. Sam revealed, “When I first got national coverage in The Guardian, the biggest learning curve was thinking about timing. You normally have to pitch early in the day (8-9am) or late in the evening to be noticed.”
Tom Stinton, Senior Account Executive at Code Red added, “When I pitched a reporter at The Daily Mail, I noticed that timing was key. You need to contact them ahead of their internal content meetings which is when they plan their day. Also, be aware of time zones: one UK reporter I recently pitched lived in the US, so I pitched them before my lunchbreak.”
One of the easiest ways to attract the attention of the national press is with a catchy headline. Ben Brown, Senior Account Executive at Code Red shared, “When pitching to The Sun I used the subject “Dark Web Diaries” in order to give it a little more excitement than simply just “interview opportunity”. It sounds better and piques interest of the journalists.” Similarly, it goes a long way to personalise your email. This shows that you have done your research and aren’t going for the “spray and pray” approach!
In a study by Muck Rack, journalists also revealed that pitches also find their way into the trash folder if the subject line is confusing, if the pitch is too lengthy or if the email contains large attachments.
Source: Muck Rack
Landing national press coverage helps you stand out and cement your business in the minds of crucial audiences. At Code Red, we maximise every bit of this exposure and learn from it. To find out more about what we’ve achieved and how we can help you – get in touch now.
