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By the Numbers |
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The percentage of pitches sent to reporters with little or no relevance to what the media professional actually covers.
Source: 2009 PRWeek/PR Newswire Media Survey, PRWeek, April 6, 2009 |
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Editorial Staff |
Senior Editor:
Gini Dietrich
Editor:
Jennifer Thomas
Joe Moylan
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Keeping it fresh
"Just because you are worthy, doesn't mean you are newsworthy."
Emmy Award winner and former CBS news correspondent David Henderson is credited with the above quote and although the message is short, concise, and easy to understand, the wisdom of these words is often forgotten.
As communication professionals, business executives, educators, lawyers, and agricultural experts we sometimes believe that what we say is newsworthy simply because it is important to us.
To successfully pitch a reporter, you need to think like a reporter. In other words, if you were a reporter, what would interest you?
Timeliness, relevance, and understanding the reporter's audience are obvious requirements to consider, but to truly grab a journalist's attention you must personalize your pitch.
Think like a reporter, pitch relevant stories, and your organization will reap the rewards of consistent, positive news coverage. |
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Quick Tips: Developing an effective news hook
If you have difficulty securing news coverage or your pitches are largely ignored by reporters, it may be time to REREAD your pitch or news release.
Research: Before pitching a publication, take the time to read it. Get to know the reporters, their beats, and the stories they write. Familiarizing yourself with their coverage not only helps you find the right contact, but it may also trigger ideas on how to successfully pique their interest.
Educate: Just because reporters are in the business of sharing information with the public doesn't mean they are always going to know who you are. Educate them about your company and explain why you are important to their readers.
Relevance: Reporters are interested in stories that are timely and relevant to their audience. Maximize your opportunity by including details important to local readers, and to the reporter.
Entertain: Keep in mind reporters need to consider a story's entertainment value as much as its informational value. That doesn't necessarily mean your news release needs to read like a thrill ride, but it is helpful if your pitch is interesting, unique, or even funny.
Audience: Everyone wants to be featured in a national magazine or on a syndicated program. National media outlets boast the highest readerships, listeners, and viewers, but don't rule out the little guys. Think about your audience. Sure, they read the Wall Street Journal, but they probably also read the Chicago Tribune, the Sun-Times, and the Southtown Star as well. Localize your pitch to maximize results.
Develop your story: Reporters are word people and nothing impresses them more than a well-written pitch or news release. Don't forget about the basics - the five Ws (who, what, where, when, and why) and concentrate on the flow of your release. Facts are important and the news release should read like a news story. |
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PR in practice
Arment Dietrich was recently featured in PRWeek for our thought leader response campaign. Check it out! | |
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