How do you present an eye-catching story to the press? How do journalists deal with press releases? Pick up the phone or send an email.
As a former journalist and news editor here are my top tips for building a successful relationship with the media and getting your story told.
Think human interest
When I was a journalist this was our mantra. Think human interest stories. For example, a supermarket awarded a long service award to woman who had been an employee for 30 years, a group of lawyers were supported by clients on a bike ride for charity and a family praised a counselling service for its support after losing their home because of debt. It’s the stories about people that matter the most.
The fiveW’s
The first paragraph of a press release should contain everything a journalist needs to know about your story – this should answer the five W’s: who, what, where, when, why? Remember journalists receive hundreds of press releases each day and many are scanned very quickly.
Write like a pro
Journalists have a particular style of writing which is suited to the publication they are working on. Try and get a feel for the style of publication and the stories they carry and make it easier for reporters by emulating their style in your press release.
Online press releases
If your company uses a Search Engine Optimisation agency find out from them what keywords have been selected and use them in your press release.
Think pictures
Think about your story in terms of pictures. For TV think about what could be filmed to illustrate your story. For publications stories with good quality photos often attract more response and gain more space. Unless you or someone in your company is a good photographer then employ a good press photographer to capture your images.
Call to action
Ask yourself what you are asking potential customers or supporters to do with the information they have read or heard in the media. Are you asking them to contact you, log on to your website, make a donation, answer a survey or follow your blog?
Pick up the phone
Don’t just press send on the email and watch your press release go out into the ether – pick up the phone. Always check with the journalist that it’s a convenient time to talk and keep your call as brief and to the point as possible.
Be prepared
You may be asked to provide further information on your story, photographs and further interviews. This is good. It means they are interested! Make sure that the person for whom you have provided contact details at your business is available to talk to reporters and when a journalist says they have a deadline then respect this. Call them back or provide information on time.
Keep in contact
Make sure you keep the name and contact details of the journalists you deal with so that you can contact them again with future stories. But do not bombard journalists with press releases. Keep your contact with the media professional, timely, and above all newsworthy!