The personal touch

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.

Don't just recite statistics, think benefits.

The media want to turn bland unemployment statistics into a story about the woman working two jobs while caring for her kids. Instead of another story about graduation rates, they want the story of the teen who left a gang, studied hard and received his diploma.

So, when you write a press release detailing your company's latest gadget, it must be about more than the gadget. It must be about how many people will benefit and the way they will benefit. Don't just recite statistics, think benefits. Think personal impact. 

Make it personal and improve the chances your story won't be ignored.

Mack Communications | @Mack_Comm