Read
online, by Tressa Robbins, www.burrellsluce.com
As we watch the Internet’s evolution, the introduction of mobile news, and the growth of social media, we tend to think that media relations is also changing. Not really. True, communications technology is changing, but media relations itself remains essentially the same.
We already know the media relations basics, right?
1. Do your homework and research.
2. Think like a journalist.
3. Write a catchy headline or subject line.
4. Know who you are pitching.
5. Use the K.I.S.S. method – keep it short and simple.
6. Be honest.
7. Know your story and why it’s newsworthy.
Most importantly, in the words of
Jon Greer, “If I could wave a magic wand and change one thing about PR, it would be this: to make all press releases and PR pronouncements about the interests of readers, users and editors, not about the organization issuing the press release.”
What is changing is how we get this information in the hands of the media and the format. (Reminiscing break: remember when you used to stand at the copy machine and spent hours stuffing physical press kits with printed releases, photos with caption stickers, and any other collateral you could think of? I sure do!)
Now, all press releases need to be multimedia. Print publications may use a video for their website. Radio and TV stations may not only use the audio or video sound bites, but also a printed story for their website.
Sternal Consulting’s Understanding Marketing site recently published a
PR Checklist for Media Relations to help you ensure your story is strong enough to make it through the newsroom clutter.
SEE BELOW FOR THIS CHECKLIST.
What are you doing differently these days to make sure your media relations program is successful?
A PR Checklist for Media Relations
(From Sternal Consulting’s Understanding Marketing) see
online
Many businesses are still confused about how to develop a really good story.
Use the following point system to figure out just how strong your story is. Go through each of the line items in the list and answer the questions. Each time you answer yes, add the points to your total score. Simply put, the higher the score, the better your chances for a story.
Before you go through the list, though, consider reading through these two PR resources to help you develop you story appropriately: The
PR Toolkit and
The Publicity Handbook.
Do you have a press release for background?
Yes: 2 points
Are you available to speak with a reporter for the story?
Yes: 2 points
Do you have any photos of products, executives or your company to offer the reporter?
Yes: 4 points
Do you have any pre-produced background video you can offer the reporter (especially for TV)?
Yes: 4 points
Do you have any charts or graphs you can share with the reporter for the story?
Yes: 2 points
Do you have audio sound bites to provide the media for radio?
Yes: 2 points
Do you have any multimedia to provide the media (for Internet stories)?
Yes: 2 points
Do you have any customers that are willing to speak to the reporter on behalf of your company?
Yes: 7 points
Do you have any industry analysts or other industry insiders who can speak to the reporter?
Yes: 6 points
Do you have credible third-party industry stats or research to support your story?
Yes: 3 points
Is there a larger local/national trend you can apply in your story?
Yes: 4 points
Is your announcement TRULY the first time anyone has ever done this?
Yes: 6 points
Do you have a company executive who can speak to a breaking news trend story right away?
Yes: 4 points
Do you have revenue, sales or any other financial information to provide the reporter?
Yes: 3 points
Can you truly define your company in very easy-to-understand terms?
Yes: 3 points
Are you launching a new product or service for the first time?
Yes: 2 points
Does your company make a truly exciting technology or product?
Yes: 2 points
Have you conducted a survey or poll that people would want to hear about?
Yes: 4 points
Are you planning a publicity event with lots of wow factor?
Yes: 4 points
Does your company have a really interesting and compelling employee human interest story?
Yes: 4 points
Is your company holding an event for customers, community, vendors or industry?
Yes: 4 points
Is something happening in your industry that is affecting your company in a compelling way?
Yes: 3 points
Does your company have a compelling angle for an upcoming holiday?
Yes: 2 points
Does your company have a compelling angle for a specific season (fall, winter)?
Yes: 2 points
Does your company have a compelling angle for a calendar event (back to school, July 4th)?
Yes: 2 points
Does your company have a compelling angle for an environmental story?
Yes: 3 points
Does your company have an angle for an economic trends story?
Yes: 2 points
Does your company have a story angle that involves a celebrity?
Yes: 3 points
Does your company have an angle that adds a new layer or twist to a major national story?
Yes: 3 points
Are you pitching your story to print and Internet media covering a specific trade industry?
Yes: 2 points
Do you have a press kit with company/management history information to provide the reporter?
Yes: 2 points
Are you comfortable talking about the success AND failures your company has taken for greater perspective?
Yes: 3 points
Does your story involve a political issue and do you have political figures willing to speak on your behalf?
Yes: 3 points
Add up all the points. Here is where you stand with your point totals:
0-20 points: Your story needs a lot of work
21-50 points: A reporter will listen to your story
51 - 75 points: A reporter will be intrigued by your story
76 - 100 points: You have a great chance of getting your story in the news
How many points do you have for your story?