Filed under: PR Tips | Tags: Media, newspapers, press releases, public relations, story pitches
After 20 years in journalism, I thought I’d seen every kind of press release gimmick ever invented. Odd-shaped packing boxes, fancy papers, paper dolls,scratch-n-sniff (from a cookie maker, thank goodness), every size and shape of envelope you can imagine. Then one morning, I opened a press release that mooed.
Mooooooooo, the minute I removed the mailing tube cap. It was cute, I played with it for weeks, but I never used the press release. Though very well written and printed on high quality stationery, it had nothing to do with anything or anyone of interest to me. I toss… er, recycled 40 or 50 like it every week, because I barely had enough of a news hole for the stories our reporters submitted. It wasn’t always that way, there was a time when local newspapers published verbatim information supplied by local businesses, garden clubs, Boy Scout troops. Unfortunately, those days are gone, and now, it’s time to face the facts about print media: Traditional press releases and traditional distribution methods have become a tremendous waste of time. There are exceptions, of course, but the best gift you could give yourself in 2009 is to stop worrying about writing and sending out press releases.
Here’s a simpler way to solicit media attention that’s less likely to end up in an editor’s recycling bin: Pitch an interesting story. For decades, freelance writers have been sending editors something called a “pitch” to snag assignments. These simple narrative pieces don’t take much time to write, and they provide a valuable service to editors. With fewer people on staff, they’ll consider it a blessing when a solid story idea comes to THEM.
Keep your pitch very simple:
a. Introduction: Include a little information about yourself and explain your local connection.
b. Body: In no more than one or two paragraphs, sketch out the story. Include who, what, when and where, but most importantly, why this will be of interest to the newspaper’s readers.
c. Conclusion: Politely offer to assist the editor, if he or she wishes to cover the story, and provide complete contact information (e-mail, phone number, best time to call).
One more thing: Don’t be discouraged if your pitch isn’t “caught”. The next might, or the one after that. Or the editor may be working on a different staff-generated story and tap your expertise in that area. The point is, you’ve made a contact, and you’ve done it in an effective and professional manner.
Always think of PR not as public relations, but positive relationships. And remember, no bull.
To learn more, check out my e-book: Worth Every Penny. It really is…
Up next: What was that editor thinking?
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