If you want to increase the chances your release gets used, make the lead the lead. Press releases often go unread because the writer has buried the lead.
One of the frustrating elements of press releases is that one must often wade through sentence after sentence of preliminary information before getting to the real essence of the release. The lead gets buried under process and procedure. The problem should be evident. Making it more difficult for a reporter or editor to understand the significance of the release increases the chances that they'll simply stop reading and delete the release before ever giving it much thought. So, what would you rather have? Someone hitting the delete key after the first sentence or someone giving your release the attention it deserves?
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Nothing like a fresh media campaign to remind you of what does and does not seem to work when it comes to media relations. We've recently gleaned the following points worth noting when it comes to dealing with reporters and editors, and why the process is more of an art than a science.
1. Reporters are not court reporters. They won't simply write what you script out for them in a press release. That being said, a press release can still influence how they write their story, often resulting in positive coverage. 2. You can't force the media to attend your event. No matter how good you think your story is, some in the media may not agree. This is why relationships with editors and producers are so important when it comes to pitching stories. The question of how best to pitch a journalist came up again recently at a gathering of public relations professionals. We listened to a panel of editors and, in one case, a broadcast journalist, explain how they liked to be approached about a possible story.
In a nutshell, each one had a slightly different take. No two reporters or editors handle their jobs in the same way, although they had some points in common. What that means for telling your story to the media is that you'll want to avoide a cookie cutter, one size fits all, approach. Some reporters will take phone calls. Some will not. Most like email, but are quick to point out that they over deluged with so many emails each day that they cannot carefully consider each one. So, here are a few key takeaways: Want to get inside the mind of a reporter or an assignment editor? Want to learn the secret sauce that drives much of how they do their jobs?
It's really simple. Yet, it's far from easy. The key to getting the media to cover your story is to be both relevant and personal. Relevant means to affect as many of their readers, listeners or viewers as possible. It must have wide ranging appeal. Personal means to connect your story to real people. Give it a name and a face. Better yet if you can actually quote a real person. The late management guru Peter Drucker once said, "The best way to predict the future is to create it." That's a tremendous challenge in a world of increasing uncertainty and relentless change. How many of us feel we can create our own future much less keep up with the present? However, if you consider that news about your company or organization is part of your reality in the coming year, then why not create some news the way your would want it presented? Brand journalism is getting more and more attention these days. Companies are moving to find former journalists who can develop stories and other content about the company, their niche or their industry that have the look and feel of real news stories. The question becomes, how do you accomplish this? Take a look at this video from Ragan Communications for additional insights into how brand journalism differs from traditional marketing messages and how it can help a company or organization engage their audiences and build trust with customers. Earned media usually lives up to its name. You have to earn - or work for - media coverage instead of paying for it.
Paid media is just what it says: you pay for whatever media exposure you receive. This is typically paid advertising -- online or print ads, TV commercials, etc. With earned media, you don't pay a dime. In a sense, it's free. But you pay for it in sweat equity. Trying to earn media coverage is no easy task. After all, you have to persuade the media to see your story or event as newsworthy. You then have to trust that reporters will be fair in their treatment of your story or organization. Nothing is guaranteed. But there are definitely advantages of earned media that are worth considering when you're looking to tell your story. The popularity of the Ice Bucket Challenge to raise money for ALS research provides some helpful guidance when it comes to public relations and earned media.
As you probably know, the Challenge is for someone to be videotaped getting doused with a bucket of ice water to generate awareness of amyotrophic lateral sclerosis (ALS) and to raise funds to help find a cure. It's been a dominant theme on conventional and social media in recent weeks, helping to raise more than $40 million. Why has it worked so well? Tough questions and difficult circumstances can try anyone's patience, especially if you have to face the media in the middle of a crisis.
That's why staying cool under pressure is so important. Easy? Not at all. But essential. The public, your customers, your employees -- they all want to see you succeed. They want to see you're in control. They want to know that you're handling the crisis. They want to know that everything will be okay. Beautiful summer weather can make it tempting to hold your next press conference outdoors. What's not to like? Fresh air, maybe a cool breeze, plenty of room.
Not so fast. There are lots of gotchas when it comes to outside press conferences. The biggest one is the lack of control when it comes to outdoor conditions. Aside from the possibility of getting rained out (do you have a contingency location?), the outdoor press conference can cause a variety of issues. WIND Chief among the potential problems is the wind. A strong breeze can cause havoc with your script, even if it's in a binder. Even if you're able to maintain control of the pages, the distraction can throw you off and cause you to lose your focus. The wind can also do a number on your hair. Men are just as vulnerable as women. The problem is not simply your wind-blown appearance. It's a huge distraction to deal with at such an important time. A third problem with the wind is the noise it produces in microphones. Even with wind screens, your mic is bound to pick up some wind noise, and that can ruin an important sound bite. |
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