How to Create PR That Grabs Media Attention
There
is nothing magical about Public Relations. It just seems that way. Once you
know a few tricks of the trade, you, too, will be able to attract the
spotlight.
Create News. Journalists
cannot possibly collect all the news they need to fill the space they have.
They depend on PR professionals and people in the community for as much as 70%
of the stories they report on a daily basis. Journalists appreciate your help
as much as you appreciate the coverage they can give you.
Find A Hook. Journalists keep
their writing clear and interesting by developing fresh angles for their
stories. You need to learn to think like a journalist. Look at your facts. Is
there some way to differentiate yourself from the rest of the pack? What do you
do that nobody else does? Once you've figured this out, develop your story.
The Agatha Christie Twist. Mystery
writers are always stumbling upon new facts. These new facts are often offered
up with an interesting twist. This piques the reader's interest. It's not
enough to know your facts. You must be prepared to present them in a new way
that speaks to your intended audience.
Who, What When, Why, and Where. These are the questions you need to answer in your
press release. Does your product or
service have news value? Is there
something about it that will be helpful or entertaining to an editors’
audience? Is your angle so unique that a national magazine might be interested?
Editors
are always looking for a good story. Is
yours of local or national interest? Once you answer this question you can go
to the library and consult various professional directories o determine who the
right contact people are at the publications you wish to target. I suggest the
Bacon series. You’ll also be able to find out how various editors want material
submitted there.
Your
press release should be no more than three pages double spaced. Find the angle that works for the audience
you want to target. Customize the
release for different publications if the angle changes. Write concisely and to
the point. What you are writing should
appear to be news.
Form and Style. There are many good books to refer to for form and
style. Buy one for reference or consult
on at your local library. Use powerful
headlines and sub-headlines to deliver your message. Use a reverse pyramid -- lead with your most
important information. Maintain credibility and avoid puffery. Proofread to
ensure correct spelling, grammar and punctuation. Be concise. The best press releases get right to the
point. If editors want more information,
they will contact you. So make sure you have a contact person who is available
to field media responses.
Reporters are Your Friends.
Be their friends, too. Being a friend does not mean hounding them to do what
you want them to do. It means understanding their needs and making an effort to
help them with those needs while you address your own. It means being
considerate of their deadlines and the demands on their time.
Get Editorial Calendars. Ever wonder how certain issues of a magazine or
newspaper cover topics of special interest? Editors develop calendars months in
advance that specify what will be dealt with when. Get copies of editorial
calendars. This will put you in a better position to pitch reporters with
well-timed stories. You'll be delighted with their responsiveness!
Build Relationships. Journalists
are people. They have feelings. Respect theirs and they'll respect yours. Ask
them for help if what you're doing is not working. They'll give you
constructive suggestions. And when they've helped you on the road to success,
let them know you appreciate their interest and assistance.
PR
is a specialized field. It may take years to develop the contacts you need to
get the publicity you want. If you don't have years, you may want to get
professional help. Don't mind waiting? Then, stick with the suggestions above.
A well-written press release in the hands of the right media can deliver
incredible results.
No comments:
Post a Comment