Your company regularly creates press releases. You, as the PR specialist, spend time researching, writing, crafting the perfect quote and curating the best media list – only to have your release not get picked up anywhere. If radio silence from the media is the norm when it comes to your news releases, it’s time to shake things up a bit. Here are some tips to improve your news releases and media outreach approach.
- Don’t default to the press release.
Do you default to the news release every time you need to share something with the media? Consider other methods. For instance, a short, well-crafted email may get a reporter’s attention quicker than a lengthy release. Or, an engaging social media campaign targeting your audience directly may be more effective in getting the word out.
- Make sure it’s newsworthy.
Sending out news releases without any news or substance will hurt your relationships with reporters. Reporters are very busy and inundated with information from PR professionals. Do them a favor and skip the news release if it doesn’t have some substantial news to it.
- Tell stories.
PR professionals should be the keepers of a brand’s stories. Think about ways you can tell (or tease) stories in your media outreach, and be prepared to help connect reporters to the right people and information so that they can bring that story to life through their coverage.
- Think outside the box to break through the noise.
If you have something you really want the media to cover, how can you share it with them outside of a news release? Maybe it’s a media event. Maybe you offer to send them samples of new products. Maybe you bring them on a tour of a new facility. If you can offer something that helps the media visualize or connect with your news, then do it.
- Build relationships.
Some of the tips offered already (being newsworthy, telling stories) will help foster better relationships with media. To further enhance relationships, always be mindful of reporters’ needs, deadlines, beats and interests. This will go a long way in building meaningful relationships and will make it easier to pitch in the future.
Want more insight into what journalists want you to know before you contact them? Download this Axia Public Relations e-book Learn Media Relations from the Media today.
Julie Miller is a marketing and communications professional with more than seven years of experience in the industry. She specializes in technology, digital marketing and communications. Julie has worked for Axia Public Relations since November 2015. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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