Do you have a great idea for a story, but no clue how to get it in the news? Are you tired of pitching press releases the news media simply ignores?
After twenty years of beating the street as a TV reporter, I have a scoop for you: the media needs good stories. But most stories are pitched so poorly, they are lost in the blizzard of faxes that blanket every newsroom.
So, here are five steps to increase your chances of getting covered that even some PR pros don't know:
1) BE UNUSUAL
The old adage about "Man bites dog" still holds true. The news doesn't cover what's normal. We cover the abnormal.
PR whiz Carolyn Alvey knew this when she was trying to raise money for a charity several years ago. Instead of holding a garage sale, she sent out a press release announcing a "Celebrity Garage Sale." Everything from Bob Hope's old golf clubs to Roger Staubach's long-neglected neckties were for sale. By making an ordinary garage sale extraordinary, the media was instantly sold on the story.
2) BE VISUAL
Reporters tell stories with pictures. If the pictures aren't there, chances are the reporters won't be either.
Even the most non-visual story can be made visual if you're creative. A dog biscuit business? Boring. A dog birthday party complete with doggie guests and party hats? Now you're barking up the right tree.
That's what Michelle Lamont did to boost her dog biscuit bakery. She began baking huge dog biscuit birthday cakes and inviting the media to cover the parties. She's had reporters hounding her for stories ever since.
3) CHOOSE THE RIGHT REPORTER
Perhaps the most common mistake even some PR pros make is trying to sell a good story to the wrong person. Most reporters have a specialty, like "crime" or "business."
So, seek out the reporter who will have the most to benefit from your story. Start studying the news. Before you call a TV station or try and pitch the paper, become familiar with a reporter's work. Don't try and sell an investigative story to a reporter who covers entertainment.
4) WRITE LIKE A REPORTER
If I were going to send a press release to a reporter, I'd write the kind of headline that a newspaper would run. And I'd make the rest of the release so conversational that a TV anchor could read it right on the air.
Why is this so important? A major market newsroom gets hundreds of press releases every day. Often the decision on whether to cover your story is made in a matter of seconds. Many times that well-crafted sentence in the third paragraph of your press release is never read.
5) WAIT FOR A SLOW NEWS DAY
The holidays are the slowest "news times" of the year. When government offices are closed, so are most of our sources. Take advantage of it.
In fact, take out your calendar and begin circling government holidays. If the government isn't making news, we reporters are scrambling to find something to cover. Pitch even an average story on a day when the media is starving for news, and you're much more likely to get coverage.
There you go. Now you're armed with knowledge that even some well-paid public relations professionals don't practice. If your idea is unique, visual, and pitched to the right person when the supply of news is running thin, you're in!
Jeff Crilley is an Emmy Award Winning Reporter and author of Free Publicity - A TV Reporter Shares the Secrets for Getting Covered on the News. It's available at bookstores everywhere or online at www.jeffcrilley.com
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Public relations is a very important part of the marketing... Read More
You won't accomplish much if you call the gas company... Read More
A reporter's job is to get the most accurate and... Read More
You have a story to tell. Your company has developed... Read More
The fast changing dynamics of the world economy is forcing... Read More
Public relations is the art, as one of my colleagues... Read More
Because PR can be difficult to control, it is often... Read More
In these days of every increasing demand and competition, there... Read More
What do you do with junk mail? Are you like... Read More
One study found that as many as 90% of the... Read More
How do you make a good relationship with a newspaper... Read More
Commit this to memory, please: To get in the media,... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
A PR product or service launching is a perfect way... Read More
To survive in business, you've got to focus your attention... Read More
That's like asking if advertising is all about type faces... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
As small businesses we have an opportunity and an obligation... Read More
Public relations changes minds in the process of delivering what... Read More
Unlike some professionals like lawyers and doctors, financial planners aren't... Read More
I heard a speaker recently who was talking about how... Read More
With all due respect to all those stereotypical males out... Read More
Publicity is an important and often overlooked tool of creative... Read More
Even after a nice piece in a national publication, or... Read More
There's still time to review your public relations program like... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
As the practice of public relations in China continues to... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Some people think that publicity is all about paparazzi snapping... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
For a business, non-profit or association manager, they could be... Read More
Another way to really become known in your area is... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
Ideally, you will have two types of quotes in your... Read More
With a dismal failure rate of more than 75 percent... Read More
Be a ResourceThe media people that are likely to want... Read More
How to write a press release is a major challenge... Read More
Sure, any publicity is good. But don't invest time and... Read More
What makes a good media release and how do you... Read More
In the 'Age of Scepticism' gaining media coverage is one... Read More
A press kit is an essential press relations tool. While... Read More
Let's start out with a caution for business, non-profit and... Read More
If, as is often the case, you are preoccupied with... Read More
When most people think of media relations, they think of... Read More
Why, public relations that stays true to its fundamental premise,... Read More
I believe this about public relations.People act on their own... Read More
A press release is often your only chance to make... Read More
Public Relations |