SPOILER ALERT: If you really want ‘The Media’ to pay attention to your organization, you have to give em’ what they want … exactly how, when and where they want it. Just because you wrote a press release doesn’t mean it’s ‘news’.
Figuring out what’s newsworthy is both an art and a science. Yes, there’s a formula and protocol to follow…but there’s also something to being in the right place at the right time.
I’ve helped dozens of clients – from nonprofits to sports medicine doctors and retirement communities to cutting edge educational technology startups – accomplish both.
A well written press release is still a great foundation for building a communications platform. Today’s self-publishing, blog and social media platforms make it easier then ever to get your message heard. I can help you figure out what you want to say – and to whom.
The purpose of a Press Release is to plant a seed.
If it’s good, a reporter will sow your story into something great.
Getting the media to cover your story takes preparation, intuition and gumption. Typically in that order. Specifically
Step #1 – Walk in their shoes. Think like a journalist. Prepare your pitch based on the facts. Then add whatever other resources you think will help the reporter or editor put the story together. Unsure? Dissect their previous articles or video segments and see what types of ‘ingredients’ they like to use.
Step #2 – Step out of your bubble. Pay attention to the world around you. Become more aware of what’s happening locally, nationally and globally. The tough part is figuring out how create an authentic link between what’s going on and what your organization is doing.
Step #3 – Say what you need to say. Get noticed. Be direct and to the point – not arrogant or rude – and tell the journalist exactly why you know this story is perfect his/her audience. Social media – especially Twitter – is a great way to see what reporters are thinking about.
Tim King – Freelance Writer, Digital Content, Editing & Purposeful Marketing Communications Services.
Scarborough, Maine. 207-807-0025