Whether you are writing a press release for the domestic or international media, there are 14 pillars of good press release writing. These need to be considered in the first round of press release copyrighting and then developed for each of the international markets.
Why PR is Easy
As Jeremy Porter wrote in Journalistics, “If you work in media relations today, and you’re having a hard time getting coverage for your news, you’re doing something wrong. Journalists exist to write about news. If you have a legitimate news story, you shouldn’t have a hard time getting coverage.”
‘Straight from the horses mouth’ as they say from where I come from (OK half my family made their living as journalist – the others as bookmakers).
If a journalist can tell you that they want to cover news, why are so many companies not getting the coverage they want?
Basically it comes down to two things: either your story isn’t actually newsworthy or you are not speaking to the right journalist. Here’s a little help:
1 - Speak to the right journalist.
OK, this is the back-office stuff that needs to be right. To sum it up, do your research.
Who covers your news? Which reporters write the most about the topics related to what you do? You should know who they are off the top of your head.
Then you actually need to read what these journalists are publishing.
Next up – get to know these people. You can do this through regular communication and networking. Don’t just contact a journalist when you’re pitching a story. Provide them with tips throughout the year when you come across information that’s of interest to them – even if, especially if, it’s not related to your organization.
They’ll quickly start to value you as a source – and they just might call you the next time they’re working on a story. The trick is to get yourself inserted into their Rolodex or whatever “trusted source” file they use.
OK, so I’ll admit, in the world of cross boarder, multi-language communications, this is far simpler if you have a professional PR team compared to one person trying to hold all the relationships.
So, that was easy right? Now on to the second, and possibly the more complex element.
2 - Make your story newsworthy
First up – not everything is newsworthy. Whether you take directions from a client or from a CEO, not everything they think is going to be newsworthy is actually newsworthy, so one important talent is managing expectations.
What makes a good news story? Your topic should be timely and relevant for the audience of the outlet you’re pitching. Even if your story is timely and relevant to the outlet you’re pitching, it might not be a fit for the reporter you think writes about that stuff. Sometimes newsworthiness is merely a factor of how you package the news in your pitch. You have to adapt the pitch to each journalist and outlet.
To help you adapt your pitch to the right journalist or outlet, NettResults offers seven golden tips for refining your pitches:
Localize – is your story not a fit for national news, but a good fit locally? Get strong local coverage in the outlet with the widest coverage. If your company is hiring 20 new employees this year, it’s not a fit for The Wall Street Journal. If you’re hiring 2,000 employees this year due to a big contract you just landed, it might be. Find local angles and see your placement success go up. And more often than not we’re looking at not local and national newsworthiness, but also country and regional newsworthiness.
Timeliness – if your story has a time element to it, you need to be able to act fast. If the world is talking about unemployment figures and you represent the company that is about to open a new office and hire 1,000 new staff how can you capitalize on news coverage? To capitalize on current events like this, you need to have the right reporters on speed dial.
Numbers – Journalists love numbers. Pretty numbers are even better – which is exactly what a good infographic offers. You’re probably sitting on a bunch of recent facts and statistics about your industry you could package as an infographic to support your news. Not only will the infographic help you break through the clutter of competing pitches, but it also provides the journalist with a potential visual to use with their story. We often work with clients to develop their ‘top 10’. So, for example, an anti-virus company may know the top 10 viruses this month, which could be interesting. Then, as you delve deeper, start comparing month-to-month and individual penetration rates to quickly produce stories.
Seasonality – What seasonal events create PR opportunities for you? Right now, we’re in the midst of spring. Which means Valentine’s is done with, Easter is right on us, a plethora of mother/father days and soon enough the school holidays will be here. Considering that a lot of these days are locally/regionally/nationally specific. You need to build out a years calendar of relevant days. Next you need to back out about 6 to 8 weeks so you can actually pitch the right seasonal news story when the journalist is writing it (and not when it is about to be read). Yes, I’m sure there are journalists working on 2012 Christmas issues right now…
Bounce-backs – What do you do when a reporter writes a great story about your industry and leaves your company out? Do you ignore it and take the abuse from your superiors? Do you write a scathing letter, lambasting the reporter – asking them how they could have possibly overlooked you? No, you educate them on your organization and the value you could bring to the table on future stories. Start by acknowledging that the story they wrote was on-target – in some cases, it might be appropriate to highlight some elements that you felt were left out. Journalists like to get reader feedback in most cases. It’s okay to share your side of the story. Even if it doesn’t get you in this article, they’ll think of you next time around if you’re polite and professional.
Name-drop - if your story is related to well-known organizations or people, get that stuff in the first paragraph of your pitch. While it’s not a guarantee for coverage, the better known the players are in your news story, the more likely you will break through the filters. Look, about 1% of the world’s brands, companies, organizations and celebrities actually get 90% of the world’s coverage… so be aware of who’s in the news and use that.
Copy Success – Look at the coverage in the target publications you are going after. If you start to analyze the news, you can start to identify the formula for how coverage happens with each outlet – and each reporter. From there, you can develop strategic approaches to getting your organization or experts included in the mix.
A lot of the tips above will seem old-school to seasoned PR pros, but you know what, while many things in the world of PR are changing quickly, the ability to pitch well hasn’t changed much in years.
12 Crisis Communication Interview Tips
Our good friends at Beuerman Miller Fitzgerald put out a great newsletter this week. As they say:
One thing we hear a lot from clients with potentially hostile or dramatic media challenges is that "media interviews are a losing proposition." "They are a 'no win' because reporters are out to get us." "No matter what I say they'll make me look bad." For these reasons and many more, some clients make a potentially bad situation even worse by making interviews far more difficult and complex than they should be.
12 quick tips to help clear the clutter and focus on those things that really matter in an interview:
- Interview the interviewer. How much do they know? Who else are they talking to? What, specifically are they looking for? Interviews are a two-way street. Communication should flow both ways.
- Put yourself in the reporter's shoes? If you were them, what would you ask?
- Place time limits on your interview right up front.
- Place topical limits on the interview as needed: "I can talk about several of these issues but I'm not at liberty to discuss X at this time."
- Be conversational. Treat the interview as a guarded, cautious conversation, not an inquisition.
- Keep the pre- and post-interview chit chat at a minimum. The reporter is always listening and the camera is always on.
- Rehearse your key comments with a colleague as much as possible in advance.
- Know your strengths but also know your vulnerabilities and how you'll deal with them.
- Be brief. Make your point and STOP! Interviews are like a tennis match. Their turn...your turn. Their turn...your turn.
- Practice "framing" your most important points so the reporter has no choice but to recognize that they're key. "Here's what's most important...." "What I really want you to understand is...." "If I could stress one key point it would be...."
- Don't speculate and don't ever say or confirm anything you're not fully certain of. There's nothing wrong with: "I don't have that information" or "I'm not certain of that and can't comment on it."
- After the interview ends, make a quick, graceful exit. Do not hang around.