10 public relations tips
~ from the experts
know the media
Read the magazines, newspapers, browse websites, watch TV programs and listen to radio shows before pitching reporters, editors and producers. See what kind of information they run and what’s included.
respect deadlines for submissions
Two weeks minimum for newspaper calendar listings, and a month or more for more feature related stories. Magazines run on 3-4 month lead times though often have websites that post information with shorter lead times. TV shows can be up to six months. Websites can be less than a week but allow as much lead time as possible to increase credibility.
learn to write headlines
The headline (or subject line in an email) is your first – and lasting – impression. Media are deluged with emails and junk mail and scan quickly to see what seems timely, unique and interesting. Editors say you have five words to get their attention in the subject line and 5 sentences in the lead. If you can’t say what you need to in the first paragraph, they won’t read further to figure it out.
follow the 5 Ws
Who, What, When, Where, Why. This is the information media need, preferably in one page and in the body of an email. Avoid attachments, logos and sending photography unless specifically requested. You’ll increase your chances of getting by a spam filter and in front of the media if you keep the information to content. Let the media know additional information or photography is available, as appropriate and then be ready to respond quickly (see below).
make it easy to contact you
Your contact information should be at the top of the page of every news release or pitch with both a direct phone line, cell phone and email address. If media do contact you, be sure to ask them their deadline and how they would prefer to receive information. Send them links to websites and other useful tools that will make their job much easier.
Invest in top quality photography
A picture speaks a thousand words…and a good shot ten thousand. As with freelance writers, if you can provide professional, editorial quality photography to media, you will increase your opportunities 10-fold in both getting information placed and amount of coverage.
message consistency
Make sure what you say in a news release mirrors what is said on your website, in your brochure and other communication materials. If you’re hosting an event, make sure it’s listed on your website, preferably with a home page banner and link to the website page with more information. Make it easy for media to learn about your product, service or event by providing them with consistent and accurate information.
become a media resource
Think beyond the story or listing you need placed for your client and let media know if you have knowledge or contacts that may assist them on other stories. They’ll typically remember you more for a thoughtful helping hand than the urgent plea for coverage and then respect your professionalism when it comes to getting them to consider a newsworthy story or event.
develop co-op partnerships
You will increase your chances for coverage if you can bring more than one example to your story pitch to demonstrate a trend that will appeal to readers or viewers. Build alliances with non-competing properties or businesses that demonstrate community commitment and value-added programs for consumers.
join professional organizations
Look for organizations that provide access to media through seminars and programs. Public Relations associations on the state, regional and national level often host seminars with media and other industry members that provide valuable insights and information on how best to work with and pitch the media.
track results
Increase credibility by tracking the results of your PR efforts through clips and hits to your website, calls to the sales office and advertising equivalency reports. Work with receptionists and sales associates to make sure they ask how someone heard about your business and monitor calls and web site hits on days or the week after an article or news coverage appears.
