Do you send news releases and story pitches without even so much as a nibble of interest? You may have a wonderful story to tell but if you’re not sending it to the right person or framing it the right way, your email is quickly overlooked. Learn strategies for reaching out to the media and rethinking your story so it’s appealing and newsworthy.
Holly A. Fisher is the owner of HAF Creative, a writing, editing and communications company in Mount Pleasant. Fisher spent more than a decade in the newspaper business and now freelances for several publications while also working with nonprofits and small businesses on public relations and social media marketing.
2. Media Coverage –
What’s the Point?
Coverage of:
Your organization
Your cause/mission
Your fundraising event(s)
Goal: building awareness
3. Think like a journalist
What is the real story?
Who is the real story?
* Volunteers
* Supporters
* Survivors
* Success stories
4. Do your homework
* Develop
relationships/contacts
* Find out what stories they
want
* Know the publication and
create a targeted pitch (read
the publication)
* Keep an updated media list
5. DON’T
* Send a release to people
who don’t care
* Blast everyone on the staff
* Send a release and call 5
minutes later
6. DO
* Give enough notice and
advance planning
* Be sensitive to whether a
reporter is on deadline
* Email first; call later
7. pitch/release:
* Decent release using AP
style
* Leave out the fluff & self-
promo
* Use a good subject line
* Have high-res photos ready
* Look for diversity
* Point out visual angles (TV)
* Have a good media contact
9. Brainstorming:
* Capitalize on current trends,
events
* Look at national news stories
* Look for new studies
* Statistics
10. Go beyond the daily:
* Weekly papers (find a good
local angle for them)
* Bloggers / online publications
* Calendars
* Nonprofit resources (morning
TV show, phone bank, radio)
11. Create a PR
schedule:
Plan to meet production
deadlines (daily, monthly,
weekly) and know those
publication deadlines.
12. Sample PR schedule:
* 2-3 months out: initial
release
* 4-6 weeks out: share
something new / targeted
pitching
* 2 weeks: reminder email
* Day before: media advisory
13. Misc. Tips:
* Tell stories on your own
website/blog, social media
* Don’t be discouraged
* Keep thinking like a reporter
* Events: media
partners/sponsorships