All the best stories that make the news have the common ability to be
remembered, but it all starts with an idea.
The stories have to come from the starting point of a PR strategy and
liaising with a journalist, or journalistic sources that give you help.
It requires work, but out of all cheap marketing ideas it is one which
is hugely beneficial because, in a time of information overload, we still love a
good story.
They grab the attention, if only for a short while, but whatever the tale they have to offer something a little different to readers.
If you’re crafting a story to send to the media, then think about who
you are aiming it at. The story should only go to an audience likely to be
interested, otherwise, it will be considered spam - so check that you are sending
it to the right journalist on the correct publication for your target audience.
For instance, a sports reporter will not want to hear about a new vacuum
cleaner that can be programmed to clean the house via computer.
Publications, media outlets, journalistic sources, call them what you
will receive countless stories every day and only the best, in their
considered opinions will be used.
Therefore, pitching is vital, but even then with the best pitch
possible, your tale may fall on rocky ground.
So, here are our top 5 tips to gain more media coverage:-
1)
Have a strong headline? Take time to think of something that will want to make the journalist
open your email. Make it leading so they want to click.
2)
Use email? Emails are still far and away from the favored received method for
journalists. Email is less intrusive than most ways and is a handy reference
point. Twitter is growing in popularity too if you can’t email.
3)
Has it got a human interest angle? Can people really engage with what you have to say? The reader/viewer
has to relate to those involved. Journalists want a fine story.
4)
Is it relevant? Again, think of the readership. Is it
relevant to them? What’s good for teenage girls might not be so interesting to
women in retirement. Think again, exactly who the story is targeted at.
5)
Get the timing right
If it is a time-sensitive story then leave enough time. For instance if
it’s about an event on Monday and it’s Friday you have probably left it too
late, so plan.
Even with all the factors above, stories sometimes just might not be
run, but don’t let that dispirit you. Often, it’s about timing and also the
mood of the recipient. Media coverage is often subjective, so what is someone’s
opinion is not set in concrete. It’s always worth trying someone else on a
title.
Remember, if a journalist likes your tale and the way you have
communicated with them they will often keep your details on file and offer you
coverage for another story some other time.
As we say, ‘oiling the media wheels,’ takes patience, charm, and
respect. Stick with the program and the results will come.
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