IN an era of increasingly complex communications blogs, satellite, digital, podcasts business people could be excused for wondering how its best to achieve coverage in the media. The methodologies may have become more multifaceted, but facts - the news - will always prevail. So the most cost-effective way is still to submit a newsworthy story about your business and let the technology look after itself. While cold calls to journalists are in no way out of place, as often as not they welcome receiving information in writing. So send a concise press release by email, fax or post. The story Your story should be written in journalistic style, be free of jargon, and possess as strong a news angle as it can. Write it in as detached a way as possible in the third person, restricting I and we to the quotes. Put a headline at the top. Keep it simple, and make sure these few words invite the journalist to read on. The opening paragraphs should explain, in summary, what your story is all about. Get to the point quickly. Then you can go into a little more detail. Give crisp quotes from the person who is most important to the story. The quotes should offer an opinion, not just repeat facts. Overall, remember to answer the key questions: who, what, when, where, how and why? Keep to the point, and write in short sentences. One paragraph sentences are a good idea. And avoid the use of exclamation marks theyre much overused. At the end of your story and this is vital write your name and contact details for further information so that journalists can reach you easily. Sometimes, its worthwhile writing two or more versions of the same story. The news angle that will interest a magazine that specialises in your trade wont necessarily appeal to your local newspaper. Where possible, your news should be humanised or personalised, especially for the general media. Thats because, whether your story is about a product, an event or whatever else you wish to promote, readers of newspapers and magazines and listeners to radio and TV programmes like to read and hear about people. Media Be realistic and target your core media. These are the ones with which you will have the best chances of success. Dont waste time and effort trying to get covered by a national TV station if interest in your story will be limited to the local newspaper. Timing There isnt always a right time to send your story to your chosen media, but dont, for example, send it to your local weekly newspaper aimed at inclusion that week on the morning that they go to press. There are numerous tricks of the trade. Just two examples: *Newspapers are often thirsty for news the day after Bank Holidays; *Local radio love material that they can prepare in advance for broadcast at weekends. Distribution Email is, naturally, the quickest and cheapest form of distribution. That is its strength and its weakness. Many media email addresses are understandably inundated. Your story will need to stand out from the crowd. So, it can be advantageous to send a copy of a story by fax as well. Its interesting, even in this era of online communications, how often the fax copy of a news release is the one that is picked up. The post shouldnt be discounted yes, its more expensive, but on occasion well worthwhile. Contacting journalists By all means, lift the phone. But bear in mind that journalists like everyone else are very busy. They dont want to hear your life story and they certainly dont want to be called if all you are doing is checking if they have received your email or fax. Again, take care with timing. Evening newspaper journalists, by the nature of their deadlines, are apt to be busier in the mornings. And dont call a radio station journalist at the top of the hour they may well be preparing a story for or even reading! the news bulletin. Chances of success There are no guarantees of media coverage, of course. However, by pro-actively generating your own news, you will considerably enhance your chances of achieving coverage. Good luck! |
