How to Get Quoted in the Press, the Ultimate Guide

Getting quoted in the media is still a powerful marketing tool. They are a great way to get your message out there and require little work on your part.

Press quotes are short, snappy, and ultimately result in backlinks to your website and snippets you can use on social media. They can also add credibility to your brand as they show potential clients that the media sees you as an authority on the topic you are quoted on.

I recently put together a digital marketing course for real estate agents where part of the curriculum discussed media outreach. I received a lot of questions about press quotes so decided to put together this in-depth guide for anyone who may still have questions about how to do it.

I know, I know. Media outreach sounds difficult.

But believe me. It is easy and results in a ton of earned media.

For the purpose of this guide, I am going to focus simply on getting press quotes and inbound media outreach. I am also going to discuss a unique way to aggregate the process and cut the time you spend on this by more than half.

With that in mind, let’s jump right in.

What are Press Quotes?

Press quotes are a critical component of public relations.

Simply put, they are statements from third-party sources that comment on a topic or issue related to a brand, organization, or individual.

These statements can be incredibly valuable in establishing credibility and building a positive reputation in the eyes of the public.

Want an example?

The screenshot above shows an excerpt an article posted by CNBC in 2023. The title is These American Workers Are the Most Afraid of A.I. Taking Their Jobs and is full of people giving quotes.

What are the Actual Benefits to Getting Quoted by the Press?

It’s more than just ego.

Yes, it feels good to have your name in an article and be quoted, but there are a ton of benefits you may not realize.

Here are some of the most common:

·        Increased Visibility of your Brand

·        Establishes Credibility

·        Builds Relationships with Journalists

·        Attract New Clients/Customers

·        Increase Social Media Following

·        Creates Content to Use in your Digital Marketing Plan

·        Boosts Your Search Engine Presence

For me, it is all about credibility.

By getting quoted in publications, it shows potential clients that journalists see me as an authority on certain topics. If a journalist has vetted someone they plan to quote, it takes the stress away from clients who may be on the fence when deciding to use your services or those of a competitor.

I also receive a benefit for organic search.

As most quotes include a backlink, it signals to Google that my website is relevant to a particular topic. This results in being ranked higher in search for different key terms.

Do You Need to Be an Expert?

Absolutely not. If you are part of the industry for which you are quoted for, you can easily be chosen by a journalist.

Why?

Well, there are three different types of quotes they are looking for.

1.     Expert Quotes – So yes, you do need to be an expert for these types of quotes. These are generally reserved for in-depth technical pieces that journalists want to write. So, they are not just looking for anyone. If you are not an expert, don’t worry. There are additional quotes journalists are looking for. 

2.     Customer Quotes – These are quotes from people who have used a specific product or service. You don’t necessarily need to be a consumer, as I get quoted a lot for B2B. Have you used a specific service for your industry (e.g., a marketer using a new AI platform)? Journalists will want to talk to you about your experience.

3.     Opinion Quotes – This is one that everyone loves. The pitches usually come from journalists, asking something like “what are your thoughts on…..” They are simply trying to write an article with a diverse group of opinions about a specific topic. No expertise required.

 So, there is no need to be an expert. By the end of this guide, you will be making your first pitch to a journalist, regardless of your experience on the subject.

Where Do You Find Press Quotes Requests?

This is the topic that most of you came here for.

Where exactly does one look when wanting to give a quote? Well, there are two main categories:

·        Press Directory

·        Social Media

Press Directories are sites like HARO or Qwoted where journalists leave queries for you to answer.

For example, HARO will send you three emails a day with a list of potential placements. You can read what the journalists are looking for and then respond to each query via email. If they like your quote, you could be featured in the article they are writing.

Social media is the next option. Journalists looking for a quick turnaround on a story will often post their queries on social media.

I will cover both of these methods in the next two sections.

Using Press Directories:

I already gave you an overview of press directories, but to reiterate, they are basically online directories that match journalists and the public.

There are quite a few of them out there, the most common being HARO (Help a Reporter Out).

Here are some other commons ones you will want to sign up for:

1.     ProfNet

2.     SourceBottle

3.     Qwoted

4.     ResponseSource

5.     Terkel

Note that some of these are free while some are premium. However, most have a freemium option so you can send in a small number of pitches each month before you have to pay a dime.

Also, each site has its own way of serving queries. Some will send you emails with a list while others will have direct access to search for and pitch directly on the site.

Using Social Media to Find Quote Opportunities:

Yes, you can use social media to find quote opportunities. But let’s cut to the chase, Twitter is the platform you will want to use.

Of course, you can find opportunities on other platforms, but social media is where journalists are looking for immediate responses. Twitter is the location where they will find it so that is the platform most journalists use.

Here are some best practices for using Twitter to find these opportunities:

Step 1: Identify your target audience and media outlets.

Before diving into Twitter, it's important to identify which media outlets and journalists you want to target. Make a list of media outlets and journalists who cover topics related to your industry or niche.

Step 2: Use Twitter search to find relevant conversations.

Use Twitter's search function to find relevant conversations and hashtags related to your industry or niche. Look for journalists or media outlets who are actively engaging with their audience or sharing content related to your industry.

Here are some of the most relevant hashtags you can use:

·        #journorequest

·        #prrequest

·        #mediarequest

·        #hacksandflacks

·        #muckrackchat

·        #journchat

·        #storyideas

Step 3: Follow relevant journalists and media outlets.

Once you have identified relevant journalists and media outlets, follow them on Twitter. This will allow you to see their tweets and engage with them directly.

Step 4: Monitor relevant hashtags and tweets.

Monitor relevant hashtags and tweets related to your industry or niche.

Monitoring will allow you to stay up-to-date on the latest news and conversations happening in your industry and engage with journalists and media outlets who are covering those topics.

Step 5: Engage with journalists and media outlets.

Engage with journalists and media outlets by liking, commenting, and retweeting their tweets. This will help you build relationships with them and increase the likelihood of them covering your story in the future.

Step 6: Share your own content.

Share your own content on Twitter and tag relevant journalists and media outlets. This will help you get your content in front of the right people and increase the likelihood of them sharing it with their audience.

Step 7: Use Twitter lists to organize your leads.

Organize your leads into Twitter lists based on their industry or niche. This will make it easier for you to monitor relevant conversations and engage with journalists and media outlets who cover your industry or niche.

Save Time by Aggregating All Press Inquiries:

Now that you your overwhelmed with the number of places you need to look for press inquiries, let me ease your mind.

On a recent episode of the Marketing Impact podcast, I spoke with Cahill Camden, founder of Press Jockey.

What is Press Jockey?

Well, exactly like the heading suggests, it is an aggregator.

The site searches all the available press databases (HARO, etc.) as well as Twitter and aggregates them all in one place. So, instead of logging into each website and looking at the queries, you can simply go to Press Jockey to find them all.  

I use the site and I am an affiliate with them.

Why?

Well, the benefits are inline with the cost. Not only does it aggregate the various queries, it also filters pitches so you don’t get duplicates (sometimes journalists will use more than one site to post a query).  

It also allows you to save a pitch template so you don’t have to create a new one every time. It also has a feature to create AI-generated responses to requests from journalists.

Is using Press Jockey a requirement?

No.

However, it does cut down on the amount of time needed to find and pitch journalists.

Sending Your Pitch:

Once you find a pitch you want to respond to, you need to craft your response.

Each platform will require a different format for pitching.

For instance, HARO requires an email response while Terkel will require a 250-1,000 character response submitted on its website.

You will learn the different requirements on each website when you sign up. So, instead of going through them all, I want to simply provide you with some best practices for crafting your pitch.

With so many pitches flooding a journalist's inbox, it can be difficult to stand out from the crowd. Here are some tips to help you do so:

1. Read the journalist's query carefully: Before pitching, make sure you understand what the journalist is looking for. Read the query thoroughly and take note of any specific requirements or questions they have. This will help you tailor your pitch to their needs.

2. Keep it concise: Journalists are busy and receive a lot of pitches, so it's important to keep your pitch concise and to the point. State who you are, why you're an expert on the topic, and how you can help the journalist with their story.

3. Show your expertise: Journalists are looking for experts who can provide valuable insights on their topic. Use your pitch to showcase your expertise and highlight any relevant experience or qualifications you have.

4. Be specific: Provide specific examples and data to back up your claims. This will help the journalist understand the value you can bring to their story and increase the chances of your pitch being accepted.

5. Be timely: Respond to queries as soon as possible. Journalists often have tight deadlines, so the sooner you can provide them with the information they need, the better.

6. Follow up: If you don't hear back from the journalist, don't be afraid to follow up. Keep your follow-up brief and polite and remind them of your expertise and how you can help with their story.

7. Personalize your pitch: Take the time to personalize your pitch to the journalist. Mention something specific from their query or their previous work to show that you've done your research and are genuinely interested in working with them.

Summing it Up:

Yes, press quotes are still a great thing to add to your digital marketing plan. Set aside time each week to go through queries and submit pitches. It’s not that difficult and you can see a high return for your efforts.