PR 101: How To Get Your Story Featured In The Media
For any brand, company or business, effective use of Public Relations or “PR” is critical in order to grow and raise public awareness of a service or product. Public Relations is the flow of information between an organization and the public which adds credibility to a brand. Placing the work of an organization so the general public can see, attain information and become familiar with a brand via media outlets is almost entirely the work of public relations.
Although social media is quickly taking the media by storm, let’s not forget that obtaining press via print, television and radio is still an effective way to reach your target market. For example, if a Chicago-based company is launching a new product that directly affects the greater Chicago population, getting local news or radio coverage can spread awareness to thousands in a matter of minutes.
But how do you get news anchors, writers and radio hosts to talk about your product? First, you have to understand the editorial process, create a pitch and then secure publicity. Senior Account Executive Nicole Minadeo and Director of New Media Dennis Doughtery from Resolute Consulting were willing to share a few tips about preparing to pitch a story.
If you’re running a campaign for your company/client and are in need of free press, you need to understand editorial coverage. You must know that:
- Editorial coverage is free, credible and unbiased.
- There are no guarantees when it comes to getting your story published - the story may run immediately or never.
- The media is in control.
- Securing publicity takes time, effort, patience and persistence.-
- Even small publicity is favorable publicity.
So why would a media outlet want to run your story? In a city as big as Chicago, there are always hundreds of relevant stories floating around that a writer or TV/Radio producer can choose from.
Before contacting a source in the media, make sure you know what makes a newsworthy story/segment. If you’re going to make your pitch stand out and catch a producer’s eye, it must include the following:
Another good tip when crafting your pitch is to see if your story can in any way relate to a popular trend. If there is a way to relate your story to a popular trend in the moment, the chances of it getting picked up will surely go up.
So now that you have an idea of how to craft your pitch to bloggers, writers and producers, how do you actually go about getting your story in front of their faces?
5 steps to securing publicity:
Research and develop a media list.
Develop press materials and messaging.
Call media outlets on your list.
Television and radio have a bit of a different side when approaching network producers. Visual or audio footage is usually necessary for these outlets. When a TV network produces a segment, there must be at least some B-roll to help the viewers understand from a visual standpoint. Above all, make it as easy on your media source as possible. Let them know what B-roll they can get, where they can get it and who they can interview.
A lot of PR is pitching to writers and bloggers. Here’s a few quick tips for developing your PR pitch:
- Condense press releases as much as you can.
- Unless they ask for it, don’t ever attach documents for reports.
- Sometimes you’ll have to email a reporter more than once, their inboxes are constantly full.
- Pitch to reporters on their social media outlets such as Twitter.
- Always follow up and stay connected, even if you don’t have a story.
Having your story published in a major news publication is hard work and won’t happen every time. Don’t be afraid to venture outside of the box and target a smaller publication. For example, if your story impacts the greater Chicago area, why not shoot for newspapers and television stations in small towns and suburbs outside of the city? You’re most likely to get ahold of the media sources and have the story published/aired.
Another aspect of getting your story published is the possibility of you or a co-worker being interviewed. Don’t freak out - interviews can be very easy and allow you to talk about the information you want the public to have.
Interviews can be via email, over the phone, in person and even on camera. Resolute Consulting provides some helpful tips when it comes to your preparation:
Have a cheat sheet in front of you if possible.
Know at least three things you MUST work in before interview is over.
It’s easy to stray off topic - pull the conversation back to what you want to talk about.
Don’t ever mention your competition, you don’t want to give them free press.
Stay positive at all times.
Don’t go off on tangents ~ remember, everything is on the record.
In the case of a TV interview, wear company branded apparel.
These are just a few helpful hints when it comes to dealing with PR and being able to get free press. It won’t always be easy and you won’t always get your story featured - that’s just the way it goes. But remember, in an industry that travels a mile a minute, securing publicity takes time, effort, patience and most of all, persistence.
Be sure to check out Resolute Consulting and follow the official SocialKaty Twitter and Facebook pages!
