PR Tips: Getting Attention in Local, Traditional Media
When it comes to getting press coverage in the traditional, local media outlets it is absolutely critical that your PR strategy must include a way to get past the gatekeeper. Even if you go around the gatekeeper by going directly to a reporter, that reporter cannot do a story about you without permission from the gatekeeper.
Get to know who the gatekeeper is at the target media. It may be an editor, assignment editor, or even the publisher. If you are going after the local radio and television outlets you will need to find out who is the producer and news director. Talk shows have both a host and producer who need to be impressed by whatever you are trying to publicize.
Many small business owners decide to write their own news release and just send it to the reporters themselves, but very few home-made releases get any results.
However, if you want to try, here is a list of the things that turn reporters off…
- The release looks like an advertisement.
- The release does not present anything that is “newsworthy.”
- The release lacks an interesting angle.
- The release is not compelling enough.
- The release uses “hype” and exaggerations.
- The release is not written well, or contains glaring errors in spelling and grammar.
- The release is too long.
Pass the “Ho Hum Test”
Look at your headline and first paragraph and try to imagine the reaction of the general public. If the reaction is “ho hum,” your release will never see the light of day. No editor wants a reader to react that way to anything in their paper.
Keep in mind that the purpose of a news release is to “sell” the media on the idea that they should do a news story about you, your service, or your worthy cause. It needs to be crafted in such a way that the headline and first paragraph (one or two sentences) grab their attention and make them want to know more.
If the release provides enough food for thought, a typical reporter will recognize that it is worth looking into as a possible story. Give them enough information to recognize the potential for a story, but leave enough unsaid to create curiosity to learn more.
Keep It Short
Use as few words as possible. Use short sentences and short paragraphs. There is no reason for a press release to be longer than 400 words on one page, and that includes every word – even the contact name and phone number. Journalists only scan the headline and first paragraph or two. If they have an interest they will read the full release and cal for details if they are interested in your story.
Become Known as a Good Source
Give your local journalists a good story every time you send a release and you will develop a relationship that will pay off over a long period of time. Develop the reputation as a good source for a story, and then each time a release from you shows up it will get the added strength that comes from a trusted source. Once journalists get to know you they will begin to call when they need a quote from an expert, which will improve your credibility and local name recognition.
Do Not Call
Journalists are busy, and not very well paid. Do-it-yourselfers often send a press release to a journalist at night then call the next morning and ask: “Did you get the release I sent to you?”
A local reporter will love you for sending your release and not bugging them about it. Resist the urge to call them. They will call you if they have questions. Time is their enemy, so do not take any of their time unnecessarily.
There is much, much more to writing a successful press release for your local media. You will save time and money if you turn the project over to a PR consultant who has experience and a track record of success.
The best way to get started is to send me an e-mail with a brief description of your product, service, or event along with details of what you hope to achieve as the result of sending one or more press releases. We can then schedule a time for a phone consultation to discuss the possibilities.