The Public Relations Blog
Know the best way to connect with reporters
Pitching to the media can be difficult, especially if your PR and marketing departments aren’t used to reaching out and connecting with the media on you and your company’s behalf. It can be intimidating, but it doesn’t have to be. That’s why we created the 21 mistakes you’re making when you pitch the news media – to help your team feel more comfortable and confident as they reach out to journalists.
One mistake we often hear from companies is their teams are sending more than one email to a single outlet. This is number 12 in our list of 21 mistakes. There is a right way and a wrong way to do this.
When it comes time to give the breakdown of a story in writing, news releases are usually sent. Long and filled with information, they’re viewed as the best ways to get a story to the media. But are they really the best way? Your legal team and, most importantly, reporters don’t like them when they’re for medium or smaller stories. Reporters prefer having information to base their own writing off of instead of simply publishing a news release. If the people actually working with your news releases don’t like them, then what should you do?
3 things to consider before submitting your news release
Are you receiving great media coverage for your company news? We once had a client who was not satisfied with the media coverage they were earning. They’d put out two news releases and only earned one media article as a result. We recommended they review their news releases, keeping the following three things in mind:
Why are you wasting so much time on news releases?
Too many companies put unnecessary emphasis on churning out a steady stream of news releases on commercial news wires in an effort to get their message out. That’s the way they’ve always done it, so it must work. Right?
4 things to consider before you send that press release
When you return to work from a week-long vacation, you probably find a plethora of emails awaiting your attention. For reporters, this is an everyday occurrence. Most of them receive more emails daily than they could ever get to in a single work day.
How many emails do you delete without opening on a regular basis? Take that number and quadruple it, and you might be near the number of unopened emails a reporter deletes each day. Journalists are inundated with pitch emails. Your company needs to stand out among the multitude of pitches in order to gain a reporter’s attention. If your PR firm is only pitching via email, it probably isn’t earning all the media coverage it can on your company’s behalf.
Don’t impede your potential results by requiring a monthly quantity of press releases from your PR firm
Did you know that you can earn great media coverage for your company without writing a press release? In fact, as a PR firm working with national clients, some of Axia Public Relations’ best earned media coverage came without ever writing a news release. Instead, we pitched existing contacts by phone – contacts with whom we’d established trusted relationships.
How to write a news release that gains media coverage for your company
If your company has an announcement it wants to make, then a news release may be a great option for you to share that news. A news release is an official announcement that a company or nonprofit issues to the news media. There’s a right way and a wrong way, though, to create a press release. The better it is, the easier it will be to secure earned media coverage. These seven tips will help you write an effective news release to gain earned media coverage for your company.
8 items to include in your company’s online newsroom
Seasoned PR pros may remember printing countless press releases, fact sheets and biographies to include in perfectly curated media kits. Media kits of yesterday were helpful leave-behinds, however, today they’re dinosaurs. Digital media kits – or online newsrooms – are an easy way for media to access key information and assets.
Your guide to writing a better news or feature story
When you write a story, your objective is to get the right message to your target audience. If you understand what type of story you’re writing, it will improve your writing and help you reach the readers you want to connect with. There are many kinds of stories. The most common ones are a news story and a feature story. Even experienced writers often confuse the two.
While both types of stories are equally important for your public relations strategy, they’re used in different circumstances. Here are three critical differences between a feature story and a news story.