- Journalists don’t want to write about something that’s already been released. In the past, readers had few media sources for this information. Today, seconds after you post a press release on the Internet, it’s no longer new news. This story is already one click away from any one of billions of people with an Internet connection. Of course, you could send the press release out under embargo beforehand, but even that signals to journalists that you’re giving the story to a ton of competitors.
Media Relations's tag archives
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Seminars, Social Media, Techniques & Tactics, Trends, writing
How often do you actually read or watch the outlets you’re targeting? (I know it takes time; shortcuts coming below).
During my “Pitching Boot Camp” in Chicago this past March, the attendees were crafting pitches with some of the initial tips I’d shared. I was helping here and there when Marc Gutman from Colorado called me over.
Marc explained that his client is a doctor who uses a pioneering stem cell therapy on knee injuries. The treatment is innovative but no longer brand-new, and Marc had no new research results to share, which pretty much nixed the targets I would have otherwise suggested — medical writers.
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Relationship & Reputation Management, Seminars, Techniques & Tactics
PRSA On-Demand Webinar: Pitching Challenging Brands: Surround Your Clients’ Key Messaging With High-Demand Editorial Themes.
How can you catch an editor’s attention, and craft your brand’s story in a way that will generate more earned media placement opportunities? Hear several case studies that reveal how PR pros have positioned their clients’ key messaging with high-demand editorial themes to enhance their pitches and garner more organic media impressions.
Available until March 12, 2015 .
Many thanks to the Public Relations Society of America (PRSA) for providing the opportunity to present a webinar on “Pitching Challenging Brands.” My colleagues and I (Ellen LaNicca, senior vice president of PadillaCRT, and Susanne Vielhauer, sales director of Family Features) shared our thoughts on garnering media coverage for brands that may be perceived as being mundane, legally or socially challenging, or otherwise challenged by existing consumer perceptions.
Constructing pitches that resonate with editors is increasingly difficult as PR pros have to compete with a changing media landscape.
Here’s a sobering fact: The Pew Research Center reports a 30 percent decline in newsroom staff from 2000–2012.
This shortage of media staffing combined with the increased demands of the 24/7 news cycle, the public’s appetite for sensational stories, and burgeoning competition, result in fewer opportunities to get your messages placed in print and broadcast media.
The good news?
Editors and producers continue to find value in pitches that educate, excite, entertain and engage their audiences. Research shows that the majority of editors prefer to receive pitches by email, so take the time to craft a great subject line and succinctly convey the compelling nature of your story.
Our webinar illustrated a variety of tactics and case histories designed to resonate with editors and their audiences.
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Techniques & Tactics, Webinars
Stuck with a story that’s not new? You already know that one way to create timeliness is to find a way to tie it in to a holiday.
Valentine’s Day may have come and gone, but St. Patrick’s Day, Earth Day and Mother’s Day will be here sooner than you know it. So, I wanted to share some lessons learned regarding how to approach holiday messaging.
While powerful and timely, holiday messaging can also be challenging. You’re not only competing for the scarce time and attention of journalists, you’re competing with all the other people pitching whatever’s relevant to the calendar item you’re chasing.
So, take a step back and consider ways to come at that holiday like no one else will. Here are two examples: one building on the holiday, the other (a little like this post) developing content after the fact.
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Seminars, Techniques & Tactics, Trends, writing
We in PR aren’t like journalists.
We don’t always have the luxury of shooting down story ideas people bring to us — we ought to apply our creativity and media savvy, and find a way to make them work.
There are several formulas for turning boring or mundane topics into newsworthy angles that journalists and bloggers crave. Exemplifying a trend, tying to pop culture or tapping into breaking news are among them.
Another great one is to link to what’s currently on the media agenda. What do the media seem to have a love affair with right now? What can’t they get enough of?
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development & Training, Seminars, Social Media, Techniques & Tactics
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