From the magazine, Rehabilitation

How to promote the trenchless industry and your company

Generating media coverage is one of the most successful mechanisms for promoting the benefits of Trenchless Technology, supporting the growth of the industry, your company or project.

There are many benefits that may result from positive coverage in the media. An article in the local paper will reinforce recognition of your company and may lead to an increase in sales or work in the future. You can use the opportunity to promote the positive aspects of Trenchless Technology to the community and reinforce your position in the sector and get the jump on your competition.

A well written media release – published in a newspaper, magazine or online – will highlight the achievements of your company, product or project while giving you more control over the message. It also saves time and helps to ensure the facts are correctly reported.

Work out your objective

Think about what you want to achieve through media coverage.

Do you want to:

  • increase awareness of your company
  • promote a project or product
  • advocate for your industry
  • position your company as the leader
  • demonstrate outcomes to stakeholders?

Media targets

Select your media targets based on the audience you want to reach. Do some research about what media your audience is most likely to see and then find the contact details for the publication’s editor.

Some good targets include:

Local papers

If you are working on a project in a particular area then send a media release to the local paper about what you are doing.

Tip: If you are writing for a local paper then highlight an aspect of the project that will most interest local residents and council officials.

Industry magazines

Assess the relevant publications in your industry and make sure you have a high profile within those publications. Look at what content is currently in there and see what sort of article could be produced about your company. You may also choose to partner with another organisation such as the contractor or client to increase the interest in the contact you provide.

Tip: Editors get a lot of requests from companies to print editorial, advertising is one way to encourage the publication of your editorial.

Prepare your media release

Journalists are often time-poor, so if you can provide them with a well written media release, or even a completed article with an interesting angle, then there is a better chance your information will get published.

Your media release should be a summary of your story and should be about one page long, factual and to the point. The title should summarise the story and your first paragraph should contain who, what, when, where, why and how.

In the following paragraphs you should expand this information, provide quotes from people involved in the project from your organisation and also some quotes from pleased stakeholders, or other third parties.

At the end of the media release, include some background information on your company or some statistics about work in your industry, or any other relevant information that might interest the journalist.

Tip: Don’t forget to display the name of a contact person, their phone number and email at the end of the media release.

Contacting the media

In order to build a sustained relationship with the local media, contact them regularly with project updates. Build your contacts over time by arranging a friendly lunch or inviting the media to witness significant project or company milestones.

Sending your media release via email is an efficient point of contact, and if you don’t hear back in a day or two you can follow up with a phone call.

If the journalist is interested, be as helpful as possible and find out what additional information or images they might need. If they are not interested, ask why and see if there is another angle that you might be able to use in your media release for next time.

Tip: Let them know you have a range of high resolution images (minimum 300 dpi) that will help illustrate the article.

Getting published

Once the journalist or editor has agreed to run the story, you should:

  • brief your receptionist so they know how to answer any calls relating to the article
  • organise to get some additional copies of the publication in which the article appears
  • send copies to relevant stakeholders.
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