When working with a client on a press release, it’s always important to manage expectations. Can I guarantee your story will make it into your ideal publication? No. Are there proven methods for enticing a reporter to help share your message? Absolutely. Can I provide a catered service to assess your media needs, strategically target our efforts and give your story its best shot? Always.
If you’re seeking to branch out into new media and public relations opportunities, or refine efforts which may not be generating positive results, here are a few helpful insights based on my years of working closely with the media.
Mainstream media is evolving, not dead.
It’s great that we have more power than ever to take control of our own message online. Anyone can start a website, social media channel, or e-newsletter. But that doesn’t necessarily mean your content has the credibility or the reach it deserves. Where once the mainstream media dominated distribution of the news, this is a shared space now with independent and personal publishing.
Despite all of the great ways you may be self-publishing and promoting your initiatives, traditional media outlets remain a valuable and powerful partner for influencing public opinion. Gaining coverage in a respected publication or broadcast can bring your business or product to an entirely new market – ultimately leading to more clicks, followers and eyes on those personal channels you’re working so hard on.
News? Or not?
I cannot create wine from water (tried) or news from shameless self-promotion. Although I fully encourage pursuing media coverage when warranted, it has to make sense. Not all story ideas will have the legs to stand as true news. I always encourage clients to take a critical look at their message through a reporter’s lens. Why does this information matter to readers? What value does it offer beyond personal gain? Has this story been told the same way before? Is there something truly unique or innovative here?
In many cases, clients are initially looking to self-promote, in a very controlled way, without room for subjective interpretation – or risk. If this is the case, you’re not looking for a journalist to write a story from their own perspective. You’re actually looking for a paid ad, and you’re not going to fool a reporter into publishing free advertising for you. Even if your initial promotion idea is not truly news, it’s likely there is another more marketable angle to be found. You may just need professional guidance to bring it to light.
Reporters are human. Be nice.
Hands up if you enjoy cold calls from strangers trying to sell you things. Anyone? A press release or media pitch is essentially a cold call to a busy journalist who can easily sort you to the spam folder. The best way to separate your cold call from the others is to build and maintain a positive relationship. In the media world, this can sometimes take time. It certainly takes patience, and it definitely takes common courtesy and respect.
It’s never a good idea to waste the time of a busy person. When reaching out to a reporter or newsroom, a press release must be professional, accurate, concise and compelling. It should be provided well in advance, allowing adequate lead time for followup. Impactful quotes from key spokespersons should be provided, along with helpful photos or video, if available. Make life easier for the person on the other end of that email or phone call – and do it with a great attitude. A genuinely helpful, well-prepared and timely pitch is always appreciated and can be a key step in forming a positive, lasting media relationship.
Need help?
A bad first impression with your dream publication or broadcast can be a deal-breaker for future coverage opportunities. It’s not worth making the misstep. Take the time to consult with an experienced public relations professional. Contact KimberlyMacG Creative for help exploring new or more effective media relations opportunities. Your business and brand deserve great exposure.