How to get a story in the media

People sometimes ask us to “write a release and send it out.”

 

When we tell them there's more to it than that, they’re surprised.

Before we send anything out, we collect the facts--the “who, what, where, when and why”.   

We also research statistics and other hard-core specifics that show why the story is important, unique and newsworthy.  

We may need more nitty-gritty for background.

Then, we draft a release, put together a list of sources for quotes and a media list.

After we call a reporter who covers the field to pitch the idea, we send the release and make another call to see if the reporter wants to set up interviews.   

Had the first reporter not been interested, we would have moved on to others.   

After we got one story, we would have revised the release for other reporters.

As the last step, we would email the release to anyone not already targeted.

For more information, call us at (916) 455-4790 or go to Dell Richards Publicity at www.dellrichards.com.

Websites make updating news easy

The other day I grabbed a handful of hand-outs as I rushed out the door to a speaking engagement and didn’t realize I had the wrong one until it was too late.

I used it to talk about how public relations has—and has not—changed in the past few years.

The most revolutionary change is that company news sections now replace press kits.

A well done newsroom lets journalists scan what they need faster than a brochure, press release, backgrounder or business card.

Unlike printed material, news pages can be updated instantly—at much less expense—with as many pages and links as the company needs.

We tell clients to place articles prominently as they have more credibility than press releases.

We also suggest that clients get reprints of articles and quotes to link to the news page. Ditto broadcast appearances.

Reprints let the company add their logo and contact info to the story while still maintaining the integrity of journalism.

Press releases also can be used in the newsroom, but they don’t have the implied third-party endorsement of expertise that media recognition does.

For more information, call Dell Richards Publicity at 916-455-4790 or visit www.dellrichards.com.

Why wire service releases don't work

Business people often use wire services for press releases.

If you want the information added to the Internet, it’ll do that.

If you want the story picked up by a mainstream media outlet, don’t count on it.

Wire service material often goes into a catch-all mailbox no one checks.

If you luck out and someone opens it, most journalists only scan the first sentence or two.

If the first words say the company is announcing something instead of saying what's going on, they’ll probably delete it.

Releases must have newsworthy information up front—what makes the new product unique or what makes the services utterly different.

Don’t fool yourself. Journalists get hundreds of pitches daily.

Send them what they need or don’t waste your time and money.

For more information, call Dell Richards Publicity at (916) 455-4790 or visit us at www.dellrichards.com.