Despite the glut of information available to almost anyone, many journalists still rely on the press release and PR professionals for story leads. One communications pro shares some tips on crafting an effective release and the art of media pitching.
No news is not always good news, especially when you’re trying to generate some much-needed publicity for your association. But getting reporters to cover your event, study, or new CEO may not be easy, especially as newsroom staff and other resources dwindle.
A new survey of journalists by Business Wire sheds some light on how reporters, editors, columnists, and bloggers prefer to be pitched or informed of news in order to effectively cover a story.
For example, the wire service’s “2014 Media Survey” found a heavy reliance on press releases. Almost 90 percent of respondents had referenced a release in the previous week, and 62 percent had used one in the last 24 hours.
When evaluating a press release, the most important information journalists look for is:
- breaking news (77 percent)
- supporting facts (70 percent)
- interesting story angles (66 percent)
- quotable sources (52 percent)
- company background (50 percent)
- trending industry topics (49 percent)
- supporting multimedia (29 percent).
“The first question you need to ask is why would reporters care about this,” Sheri Singer, president and CEO of Singer Communications, said of writing press releases. “Is it newsworthy?”
While journalists at major consumer publications may not always care about your news, smaller trade publications may pick it up. This is an important consideration when directly pitching media regarding news about your organization, Singer added.
“Should it go to all reporters? Or is it inside news that you’ve got a new CEO, which, unless you’re a big trade association, that’s probably most important to trade press and press in the CEO’s hometown,” she said.
When contacting journalists directly, you may want to forgo a standard press release in favor of an email alert, which is preferred by 69 percent of survey respondents, as opposed to 22 percent who prefer a standard press release.
Given the fact that journalists receive hundreds of emails in any given day, one way to cut through that clutter is to personalize your outreach and include contact information, Singer said.
“Don’t make the reporter work. Don’t make them go back to your website to find out how to get in touch with you,” she said. “You need someone’s name and phone number in the email, and that phone number needs to be a cell number because reporters work 24/7 now. You can’t rely on the fact that you’re going to be in the office when they call.”
– Katie Bascuas is associate editor of Associations Now