The Public Relations Blog

PR can help you give journalists what they want

Press releases are a necessity. Without them, the only way to get the media interested in covering your company would be for you to walk into a newsroom and scream at the top of your voice for someone to listen to you.

Many companies know the value of a press release but still get it wrong and wind up not getting coverage. To be more effective and get results, let PR show you what you can do to make your information more appealing.

By Jason Mudd, APR

One key phrase oft repeated inside newsrooms is “If it bleeds, it leads.”

To those outside the communications profession, that may sound utterly offensive, but realistically, news editors, writers, journalists and programming directors know that when it comes to news, people listen and watch more intently when it’s negative. In fact, bad news far outweighs good news by as much as 17 negative news stories for every one positive one. Scholars have studied the psychology behind this, too. The human brain evolved in a hunter-gatherer environment where dramatic events required immediate attention for the sake of survival, and we still care (worry/fear) more about the threat of bad things affecting us than hearing about good things. When the news is negative, people take notice.

Use PR to improve your media relations strategies

Many companies spend countless hours crafting press releases, only to have them thoroughly rejected by the media. If only you could know what journalists want and how to capture their attention to get news coverage for your company.

At a recent Public Relations Society of America conference, in a panel discussion that Nasdaq Corporate Solutions hosted, several journalists were on hand to explain exactly what they want to see in news releases and pitches. By following this advice, you can increase your chances of acquiring positive media coverage.

Use PR to answer your most pressing media relations inquiries

The subject of media relations can get confusing. Who receives news coverage and who doesn’t is often the subject of endless debate. Use PR to help make it all easier to understand.

Why won’t the media cover my company?

You have to put yourself in the journalists’ shoes. While you’re asking why they won’t cover your company, they’re asking, “What’s in it for me?” Your press release or pitch must answer that question.

Learn what they really think about your press releases

Have you ever wondered what happens to your press release after you send it off? Those who attended Axia Public Relations’ latest webinar, “Confessions of CNN Producers,” learned what the journalists and producers at this media giant really think about the information they receive. You can access a recording of the event here.

Getting your company on CNN may be difficult, competitive and challenging, but it is absolutely possible. You just have to know why many pitches fail and avoid making those same mistakes.

Take a minute to think about the best stories you’ve heard in your life – the ones that made you laugh out loud, brought tears to your eyes or elicited a happy sigh after reaching the end. What is it about storytelling that evokes these emotional responses and causes us to remember them for years on end? I know I can recall details of family trips, Grandma’s famous recipes and Grandpa’s scariest yarns. Storytelling utilizes a specific formula to entice us to pay closer attention, and the stories that make the deepest impact are the ones that resonate most personally with each of us.

Focus and direction are key to revenue gains.

To beat your competition, accentuate what sets you apart from them. Don’t let your company get distracted from what matters and what works for your creative vision. Maintain a laser focus to achieve your goals.

60-Second Articles:
1. Avoid the sandbox
2. Shiny Object Syndrome vs. sound strategy
3. The 60-Second Close: The importance of direction

Let PR help you navigate the business world’s social network

Your company probably already has a Facebook page and maybe even a decent Twitter following. However, if you’re not taking full advantage of LinkedIn, your company could be missing out on making a good impression with potential business allies and prospects.

LinkedIn provides the most unique, effective method of branding your company within the business community and even finding top talent for open positions. Its research suggests that posting to LinkedIn frequently can significantly increase your chances of engaging your target audiences. Use the following tools and tips to get maximum impact from LinkedIn.

Join the public relations webinar that will demonstrate why your company needs CNN’s attention

Obtaining national media coverage for your company takes hard work, persistence and knowing the right people, but the benefits far outweigh all the effort. Pitching to a specific national news outlet like CNN takes special know-how. Watch the webinar now!

Discussions will include how companies and public relations firms can increase the chances that CNN will accept their pitches and what the producers are really looking for in those pitches. If you have not already put CNN on your media list, knowing more about the news giant might change your mind.

PR insiders tell when the best day is to send press releases

Many organizations get hung up on the same quandary: When do you send out your most important news to the media to ensure that it doesn’t get lost amid the noise? For years, public relations veterans have debated this topic, suggesting that, for example, poor earnings news should go out after market close on Friday in an effort to decrease the potential of the news getting reported. Others maintain that Wednesdays are a slower-than-average news day during which the press trolls for good news items to scoop.

So, what day is the best day to announce your latest whiz-bang gizmo that will change the world? Any business day you pick will be a fine day, and here’s why