Forget the fluff and the flannel. Forget the expensive press packs with a cute logo and heavy-duty card. Forget the dull press release with unappealing email catchlines "green tea makes you feel better" "new research on enzymes" etc. Forget the huge attachments, corporate speak and big PR retainers.
What journalists really, really want is a story - a proper, decent story that they can put in their publication. It doesn't matter how it's presented - it's what the press release says that's most interesting.
Journalists are instinctively programmed to ignore corporate logos - the shiny press pack never looks that appealing. Indeed, the best stories often come in humble packages - a heart rending letter to the editor, a personal email, a 'just wondering if you might be interested in this' note.
We are not impressed by corporate - unless it comes with a nice freebie - then you might be talking. But that doesn't mean a balloon or key ring with your company logo.
It probably means a free trip, holiday, bottle of champagne...then unfortunately journalists might be more interested. Sad to say, but when journalists are often paid so little, freebies are impressive. But then again - so are good stories.
Tuesday, 31 March 2009
How to become more media savvy
Your quest to become more media savvy should begin with reading publications and websites where you would to like to publicise your business.
Every week read a selection of national and local newspapers, consumer and trade magazines, news websites - also listen to your local radio station.
Make a note of any slots that you can imagine your business or organisation filling. Think about who the typical reader of the publication might be? Pick out any stories that particularly interest you. Select any sections (lifestyle, gardening, business, money, etc) that might be pertinant to your business.
The more you learn about these publications, the easier you will find it to come up with stories within your own organisation that might interest journalists working there.
Try to understand the trends and preoccupations of the media - at the moment the recession gloom is prompting an interest in light hearted animal stories to ease the gloom a little. Nice pix of a furry beast doing something unusually cute will make the page right now.
Every week read a selection of national and local newspapers, consumer and trade magazines, news websites - also listen to your local radio station.
Make a note of any slots that you can imagine your business or organisation filling. Think about who the typical reader of the publication might be? Pick out any stories that particularly interest you. Select any sections (lifestyle, gardening, business, money, etc) that might be pertinant to your business.
The more you learn about these publications, the easier you will find it to come up with stories within your own organisation that might interest journalists working there.
Try to understand the trends and preoccupations of the media - at the moment the recession gloom is prompting an interest in light hearted animal stories to ease the gloom a little. Nice pix of a furry beast doing something unusually cute will make the page right now.
Liz Hollis Media - about me
Hello, I’m Liz Hollis, a PR and media relations consultant. I can help you promote your business powerfully and cost-effectively in the media – and get results.
I’ve worked as a journalist, so I know exactly how to communicate with the media. I know what annoys journalists and editors. Forget the fluff and the flannel, journalists are busy people with stressful deadlines – but they are always on the hunt for a good story.
With my insider knowledge of the media industry, I can help you understand what journalists are really looking for and how to communicate best with them.
However, beautifully designed your press release or press pack – your message will be deleted or go straight in the bin unless it contains that magic media ingredient – a good story.
I can help you find and create news stories and PR opportunities in your organisation – and disseminate them effectively.
I concentrate on results – and that means stories out of the press release and into papers, broadcast media, magazines, trade press or websites.
I won’t tell you to follow up your press release with a phone call, like most PRs suggest. I know how irritating that can be in a busy news room when you are working to deadline. And I won’t suggest that you spend a fortune on beautifully designed press packs or randomly splatter out press release emails – who cares about letter heads when all you are bothered about is finding a story you can write up.
Instead, my method is honed, focussed, bullet PR – that draws on my insider knowledge of the media industry.
I’ve worked as a journalist, so I know exactly how to communicate with the media. I know what annoys journalists and editors. Forget the fluff and the flannel, journalists are busy people with stressful deadlines – but they are always on the hunt for a good story.
With my insider knowledge of the media industry, I can help you understand what journalists are really looking for and how to communicate best with them.
However, beautifully designed your press release or press pack – your message will be deleted or go straight in the bin unless it contains that magic media ingredient – a good story.
I can help you find and create news stories and PR opportunities in your organisation – and disseminate them effectively.
I concentrate on results – and that means stories out of the press release and into papers, broadcast media, magazines, trade press or websites.
I won’t tell you to follow up your press release with a phone call, like most PRs suggest. I know how irritating that can be in a busy news room when you are working to deadline. And I won’t suggest that you spend a fortune on beautifully designed press packs or randomly splatter out press release emails – who cares about letter heads when all you are bothered about is finding a story you can write up.
Instead, my method is honed, focussed, bullet PR – that draws on my insider knowledge of the media industry.
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