STOP PRESS!

That phrase is old-fashioned newspaper language for a story that is so important that they stop the press to include it.  Of course, printing presses are no longer how newspapers are printed, but the thought behind it remains. 

As a business it’s almost impossible to attain that level of story, unless you’re in a huge corporation, where your activities may have an impact on a large proportion of the working population.  However, many people, getting their business into ‘the media’ is something they aspire to.

Most business people consider ‘media’ to be newspapers, magazines, industry journals, radio and TV.  But there’s so much more to it than that.

Media isn't just where you get coverage - it's anything that carries your message to an audience. If you create it, curate it, or contribute to it, and it serves your marketing goals, it's media.

Of course, the publications and broadcast media play a part, but if you’re sending out press releases at regular intervals, that’s probably not going to get the kind of results you hope for. 

Broaden your horizon and consider some of these media opportunities:

Digital publications & lead magnets

eBooks, whitepapers, and research reports are brilliant for establishing authority whilst capturing leads.  Think industry benchmarking studies, how-to guides, or comprehensive toolkits that solve a specific problem your audience has.  These can be anything from a single page to a few thousand words, depending on the subject and style.  I’ve got a whole section on my website featuring these – I call it my Treasure Chest.

Event-based media

Award ceremonies and industry events aren't just about winning; the application process, announcement, and post-win content all create media moments.  The same goes for speaking at conferences, local events, hosting webinars, or running workshops.  They all generates content that you can repurpose.

Educational content

Online courses, masterclasses, email series, and certification programmes position you as the expert.  These work especially well for B2B businesses with complex offerings; it gives you the opportunity to explain and explore the nitty-gritty.

Community-driven media

Newsletters (proper ones, not just promotional blasts), membership communities, forums, and user-generated content campaigns.  Think customer case studies, testimonial videos, or community spotlights.

Visual & interactive media

Infographics, interactive tools and calculators, quizzes, templates, and downloadable resources.  These get shared far more than blog posts and have longer shelf lives.

Micro-content

Social media series (LinkedIn carousels, Instagram guides, etc.), short-form video content, email sequences, and even well-crafted comment sections can all be strategic media.

Collaborative media

Guest appearances on other people's content, podcast or video interviews (not just hosting), collaborative research projects, and co-branded content with complementary businesses. 

Once you start thinking about media as ‘any channel that carries your message’, rather than just ‘places that might mention your business’ the possibilities really open up.