| business beat |
| Better Coverage Starts With A Better Pitch |
At Semaphore, we frequently offer story ideas to the press on behalf of our clients and our agency. Some of our staff members were journalists in the past and know what got their attention. From this experience - and some recent research- we are glad to share some of our best techniques.
Choose the appropriate form and delivery
A common technique for sending press releases today is to just e-mail them out to a mass of editors at various papers, TV stations, etc. Sometimes, however, e-mail might not be the way that the receiver wants the information. You may miss coverage as a result.
Before sending out any press releases, check out the media you intend to target. Do they accept press releases via e-mail? Do they prefer that you post your story via their website? Do they have a managing editor or assignment manager who will sort the story once it is sent? You'll want answers to these questions before you start sending out your press release or media advisory. Sending your information out in a manner that is most compatible with the receiver is a great step to strengthening your story pitch.
As you are prepping the press releases, take time to actually read a couple of articles that were printed in their publication to see what sort of information can catch their eye.
Remember that reporters are human
A reporter is not your friend. They have an obligation to tell stories accurately and without bias. However, reporters are not your enemy either. A reporter who has a positive relationship with you may be more likely to respond when you have a press release or event related to your organization.
An important place to start building a relationship with a reporter is to remember that they are humans. They have deadlines, a boss, and pressures just like you do. Keep this in mind.
Build a good working relationship with a reporter, and you may find the tables reversed - they may start calling you to put you into one of their stories. The result of those calls may be great, free publicity for your organization.
Call in the heavy hitters
Reporters appreciate when you make a key person to the story accessible, especially in the case of hard-hitting issues. If product rates are going up, step in and make sure your people are the ones explaining why. Quote your CEO in the press release; quote community leaders who support your angle.
Tailor the pitch
In baseball, a pitcher tailors his pitch according the batter he faces. You should do the same.
Make the first paragraph clever and relevant. Sure, this XX event raises money for charity, but make sure you let them know WHY you picked this charity and why it's important to that reporter's audience. Is there a story in there? Can this fundraiser be illustrated by what reporters call a "human interest story?"
Before even writing your release or your story idea, ask yourself several key questions: Is this news for the general public? Would this story fit better in a magazine? Is this business news? Are there geographical/regional publications where this might be a great fit?
Do your research to get the answers to these questions.
And don't forget to follow up with a phone call or email, if you have the time. Two pitches are better than one!
If you want more coaching, give us a call at Semaphore at (803) 799-6464. We'll work with you to make sure you throw a strike every time.
Elements of the above are based on the following articles:
Developing Relationships with Reporters, 2005 The SPIN Project, Independent Media Institute, San Francisco, CA
The Press Release Is Dead (Will Somebody Please Tell The Clients?), by Sally Saville Hodge, site
Why Your News Releases Aren't Making News, by Martha Craumer, copyright 2002 by Harvard Business School Publishing Corporation
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