Whether you are an entrepreneur wanting to build brand awareness or an activist fighting for a public cause, publishing your story in the media can help you reach a wider audience and have a greater impact. But preparing the perfect speech to catch the journalists’ attention can be a challenge.
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A journalist spends on average only a few seconds evaluating a press release. Those few seconds determine the fate of your story and whether it gets the coverage it deserves. A few small details will make your story stand out and make a difference. But how do you make sure your story ends up in the right pile? Read on to find out how you can get the media to cover your story.
Know your target group
You should be aware that you are presenting your story to a journalist, not a consumer. Therefore, the content of your domain must be factual and relevant. It must not be twisted. But you also need to talk to the right journalists. Journalists will only treat your story if it is relevant to their interests and career area. Sharing your story about a local social problem with a sports reporter gets you nowhere. If you do a good story for journalists and the media, your story gets the attention it deserves and is passed on to the consumer.
Select the appropriate communication mode.
The best way to tell your story is to send it directly to the reporter, not to the department or media channel. Through email reporters can see your story whenever they want. On the other hand, it would be impractical and unprofessional to tell your story to a journalist over the phone or through social media. A personal encounter, on the other hand, can work miracles.
Receive header right
The first aspect of your story a reporter sees is the headline. But the subject also becomes extremely important via e-mail. Journalists have many arguments to sift through, so a headline or theme that attracts attention can make a big difference. The title or subject should be catchy, relevant and not too long. At the same time, exaggeration must be avoided.
Of course, your entry must be free of errors, grammatical errors or typos. Such mistakes seem unprofessional, indicate a lack of effort, cast a bad light on the story and cause the reporter to lose interest. Your presentation must be well formatted. It must have a regular flow and be degreased. Your presentation should cover the five W’s: who, what, when, where and why. The introduction of your pitch should give the reader enough information to clearly understand what it is about.
Available and accessible
When submitting your story, you must provide your contact details. If you are not the head of your company’s public relations department, make sure you also include his or her contact details. Journalists must adhere to strict deadlines. Access to the additional information a journalist needs is essential. It is not uncommon for stories to be rejected because reporters cannot get answers in time. In addition to your official contact details, you can also provide social media contact details.
Insight into press releases
A press release is a document containing information that can be given to journalists, the media or the public. These documents are often issued by companies launching new products or services. Well-written press releases will help you get the journalists’ attention. However, drafting press releases can be difficult. If you run a business, no matter how big or small, it can be a good idea to hire a professional. You can also place this press release by clicking on the button for customer comments: Discover how customers succeed, summarising and listing the strengths of good press reviews. It helps you write informative and attention-grabbing press releases.
Diversify your channels
Good press releases not only contribute to distribution, but also improve search engine optimization thanks to standardized templates. Spread your story in large and small local media. This includes platforms such as print, television and radio. If your story is relevant to the local community, you have a better chance of getting local media coverage than regional or metropolitan media. If the message is intended for a restricted area, try flyers; these are effective and inexpensive.
Journalists can receive hundreds of emails a day, many of which are articles of interest to them. So it’s easy for a reporter to ignore your story. Following journalists can help to get their attention. However, you have to make sure that you follow the right timing and direction. You may not send your pitch or the next tournament on a weekend or on holiday. E-mails sent on these days may be neglected. Also give the reporter enough time to check your story before you do anything with it. You have to wait at least two to three days. Repeated pressure can irritate them.
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To avoid confusion, if you continue a conversation about your story, continue in the same line instead of creating a new story. However, if the reporter does not respond or shows no interest in your story despite your follow-up message, it is likely that he or she is not interested in your story and your efforts would be better rewarded if he or she moved your story elsewhere.
Do not overestimate social media
Often underestimated, social media is one of the most powerful tools in your arsenal when it comes to communicating your company or your story. It is completely free and has a large range. If you can’t get your story out, social media can be a good alternative.
To enable the media to cover your story, you need to identify the right channels and prepare a convincing speech. It may take time, but it’s worth the extra effort. Media attention can help you promote your business, whether it’s to raise awareness of your brand or to obtain social support.
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