Column inches. Sound bites. Web page real estate. Inbound links.
These are the metrics by which the success of a public relations campaign is measured.
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If you have news or data about your business that you want to share with the world, how do you go about trying to obtain these publicity gems?
The key to getting from point A and point B is the story.
While this might seem like a basic concept, there's much more to it than simply committing facts to paper. You must shape and craft your story strategically to convince reporters, writers and bloggers that it is foremost and relevant to their audience.
The process of pitching a story is much more art than science.
So, the real question is, what makes a good story, and how do you frame it in a way that persuades those who hold the megaphones to re-tell your story for you?
The process of pitching a story is much more art than science, more alchemy than equation. Just like any art form, there is no recipe that guarantees success. However, there are a estimate of tried-and-true tactics you can hire to growth your chances of getting coverage:
Think in literary terms.
Go back to the basics you learned in English lit class. Good stories are built nearby archetypal themes: good versus evil, perseverance straight through adversity, the triumph of the human spirit, the hometown boy makes good - the list goes on and on.
Identify the elements of your story that offer universal request for retrial and frame your story accordingly. For example, a easy press publish on your most recent administrative hire could jump from a passing mention on the comings and goings page to a full-fledged feature if he or she boasts unique personal accomplishments, offers a separate perspective or has overcome great obstacles to accomplish success.
Make it timely.
By its very definition, news is "of the moment." consequent news cycles intimately and try to find a way to tie your story to current events whenever possible.
Holiday-themed and seasonal stories are all the time a solid bet, but don't forget about other observances and commemorative events. All things from National Breast Cancer Awareness Month to National Safe Boating Week to America Recycles Day could be a great chance for you to present a timely story that offers a association to the news of the day.
Identify your rock stars.
Reporters are all the time looking for credible experts to supply insight and analysis. Make the media aware of the resources your business has to offer by presenting bios and lists of topics that your key spokespeople are distinguished to discuss.
For example, a voyage agent could send data detailing the size of her business and years in the business and offer to share helpful tips on top destinations or how to find the best airfares and hotel rates.
This tactic works particularly well when timed strategically to coincide with relevant news cycles. In the case of the voyage agent, she should touch reporters right before the summer and the holidays, when reporters and bloggers are looking for curious story angles for the peak voyage seasons.
Play the numbers game.
Nothing makes for good sound bite fodder like curious data. Journalists are fact- and, therefore, numbers-driven. A surprising statistic or one that whether validates or disproves a ordinarily held trust is often the spark that gets media tongues wagging.
Add a visual.
Providing a strong visual, such as a photo, chart or compelling video, to accompany your story will certainly growth your chances of coverage. This is especially true when targeting television or web-based media contacts, who often rely on visuals to give depth to their stories.
Also, if you're planning an event, don't forget to include a photo opportunity, especially if there will be familiar habitancy in attendance. There's no easier way to get your event noticed than a photo of a familiar face, whether it's the mayor, a hometown celebrity or even a foremost member of society.
Do the heavy lifting.
In the wake of allocation cuts and downsizing, many original media outlets are stretched thin and are grateful for prepackaged stories they can pick up and run as-is when they have a few extra column inches to fill.
Typically, press releases offer solid, factual data that helps reporters build their own stories. However, when targeting smaller news organizations, you may also want to consider sending a fully written description faultless with quotes and photos as well as how-to advice, tip sheets or even recipes.
This coming can be very sufficient for broad-based buyer pitches and is often used by clubs such as financial planners, real estate agents, voyage agents, party planners, food clubs and health care organizations.
Remember that bigger isn't all the time better.
Let's face it, we'd all like to be featured above the fold on the front page of the Wall street Journal, but often a well-placed local hit is even more effective.
Focus your time and attention where you have the many chance of success - and of boosting your bottom line. If your buyer base is local rather than national, craft stories that consolidate elements of local interest to help you attain coverage from writers, bloggers and broadcasters that cover your area.
Know their audience and yours.
The demographics - age, gender, education level, pro occupation, income, geographic location and political leanings - of the audience for each media outlet are critically foremost to determining the story you should pitch.
You can't pitch the same story to BusinessWeek and Parents magazine. Understand what aspects of your stock or aid would generate interest in each publication's core audience and tell your story accordingly.
For example, I once handled the media relations efforts for a small but very rapidly growing online party supply company. We pitched e-business stories to technology trade publications; wrote articles featuring party planning tips for small local print outlets; offered profile pieces on the owner - a working mum herself - to publications targeting parents; and conducted a media tour contribution party trends and budgeting tips to national women's publications, such as Better Homes and Gardens, Good Housekeeping and InStyle.
Keep it simple.
Although there are manifold angles you could pursue for any given story you have to tell, the only way to consequent is to tell it as simply as possible.
Remember that the reader may have little, if any, familiarity with your business or industry. Break down complex information, avoid using jargon or technical terms and use language that everybody can understand and impart to in some fashion.
Put it to the test.
The most foremost question in determining the vigor of a story is "Would I read an description on this topic?" If you cannot honestly talk "yes," whether go back and reframe it or skip it entirely.
Reporters need to know that what you give them is worthy of their time and attention, so if it's not worth yours, don't pass it along. Ultimately, if you want to accomplish long-term Pr success, it's foremost to cultivate your prestige as a source of interesting, factual and relevant information.
By inundating reporters with stories that are not honestly newsworthy, you'll do more harm than good and make it far less likely that they'll take your call when you have something truly needful to share with them.
If you hire these 10 tactics, you'll generate a strong pitch that will stand out in a sea of bland, boilerplate press releases and greatly growth the chances that your story will end up in the headlines rather than the recycling bin.
Pr 101: The Art of Storytelling
