Social media may be making its way into the mainstream, but public relations strategies that target traditional media haven't been blown out of the water quite yet. Here is a handful of ways for you to make news:
- Look inward. Take a closer look at your employees and customers for a human interest angle. Consider quirky business practices and the unexpected.
- Be the "next-day" story. What has people talking? Can you add a fresh angle, localize a national story or apply what's in the news to a vertical market? Convince an editor of a local impact, and you increase your odds of coverage.
- Make it visual. Charts, graphs, illustrations and photos all contribute to building an interesting story - and get you valuable space on the page.
- Spot the trends. Position yourself as the expert who's available to comment on emerging trends, and mark your product or serve the solution.
- Have fast facts and stats. Conduct a poll or compile facts from existing company data to shift the focus of a current event or trend story to your industry.
5 More Tips for a Successful "Pitch"
Go your story? Here's how to "sell" it to the media:
- Do your homework. Visit the Web sites of the publications that would be a good match for your story. Identify the right reporter to "pitch" by reading some of their archived stories.
- Keep it simple. If you pitch via email, keep it short and sweet. Note that you have additional back-up material available and quotable sources ready.
- Rehearse. If you make your pitch by phone, first put together notes or a short script and practice until it sounds natural.
- "Why do I care?" This is the primary question a news editor will ask when evaluating story potential. Your "news" is important to your organization; be ready to answer why it's important to a publication's readership.
- Be available. You or your company "expert" should be prepped before you place a call. Know that reporters and producers are always working under a deadline. Be prompt with return calls to build a reputation as a solid, dependable news source.