Trends come and go. It doesn’t matter if you’re talking about cars, TV shows, haircuts or plugins.
Public Relations is no different. Elements of a strong news story rarely change. The medium and technology through which the story or message is delivered can change, but not the core of what constitutes a good story. The importance of relationships with reporters has also stood the test of time.
With 25 years of news, PR and communication experience, here are 10 PR trends that are always in style.
1. Thank the reporter for listening. Even if they are rude or rushed, say thank you. Chances are you’ll have to reach out to them again. Remember, you don’t know what you may have interrupted on their side. If you saw all the irrelevant and lousy pitches reporters get hit with day after day, you’d want to stick a fork in your eye.
2. Know your pitch inside and out. If you’re not fully prepared to answer minutiae questions about your story, and all the elements it encompasses, you’re not ready to pitch it. Keep doing your homework.
3. Communicate a succinct message. Whether it’s a voicemail, e-mail pitch, Tweet or press release, make your point with the least amount of words or characters possible. Oh, you’ll have to be compelling and punchy too. Choose every single word with absolute care. Perfect your writing skills. Consider yourself a wordsmith.
4. Find the human factor. Statistics are powerful but the emotional connection we experience as human beings is key to any good story. News is about people and people love great stories.
5. Respect the clock. Deadlines are gospel in newsrooms. Avoid reaching out to daily print reporters late in the afternoons. Don’t call TV assignment desks and radio newsrooms as they are preparing to go on the air (top of the hour).
6. Love your story. It doesn’t matter if you’re pitching a novice blogger or CNN. If you don’t love your story, they won’t either.
7. Build rapport with them. Reporters and news decision makers are people too. In fact, they were people before they began working in news and Social Media. Don’t ask for favors and help all the time; ask how you can be of assistance to them with resources, a fresh angle or interview. Give more than you take.
8. Offer an exclusive. Everyone likes to feel special.
9. Deliver what you promise. Whether it’s details to follow-up your lead in a press release, or sticking to the interview you’ve arranged, keep your word.
10. Make yourself available. From black clunky rotary phones that were attached to the wall to mobile phones with snappy apps and ringtones, the news does not exist in the 9-5 vacuum. When reporters reach out to you, it’s all about them.
Let me know if I missed something.
And if you want to learn more about PR, Social Media, blogging, and all facets of communication, I invite you to sign up for my free 21-day video series “Speaking of Communication.” Instant access for you —at the box on the top right.
(Photo Credit: fore)
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I have a question in response to #7: A PR colleague of mine has developed rapport with the media over the last 10 years with the same organization. This organization has now promised and failed to deliver on several big media-covered projects, and my friend insists it is hurting his credibility with them – as if he is not adhering to #9. Do you have any suggestions for how he can reinforce rapport without being perceived as scapegoating his organization, even when they are to blame?
Are you saying this media outlet has promised to cover some big client events–and hasn’t shown up?
Susan
Amazing – and easy to understand – post! Well done Sue. I am going to share this with my team. I wld add a bit to the respect the clock post: learn when regularly scheduled news meetings take place and adjust efforts accordingly. Often differs from outlet to outlet.
Anyone can find out what time a TV station has its morning meeting and knowing can save the day sometimes :)
well done!
Susan-
I, too, have over 25 years in the PR industry and agree with all the points on successful media pitching you include. It is and always will be (I hope) the ability tell a great story and craft it well with a minimum amount of words. No matter how many gadgets, software applications, and technologies they introduce into the PR arsenal, I trust that it’s still about the PR practitioner and a reporter and a relationship.
Only one more thing comes to mind: know the media outlet you are pitching. Even if you only read over the outlet’s website for two minutes before making a media call, do it. It’s insulting to offer up a story on apples to a publication that covers oranges (and certainly not a good relationship builder).
Hi Stephen- Thank you for taking time to read and offer your comments. This “writing” thing is certainly what you have said—crafting a good story. Clearly it take practice—and is an art.
And yes, doing your homework by knowing the media organization you’re pitching is key. Total credibility-buster…
Best regards,
Susan
Hi Jackson-
So glad you are willing to share these tips with your team. You are spot-on with the importance of knowing when news planning meetings take place. I have scored plenty of interviews for clients–especially in TV–by calling right before assignment meetings around 10 or 11 AM. Nice add :)
Susan
Good post! Going along with the first point, I think it is always good to thank the reporter or editor after they have covered your story. A quick e-mail can do the trick, but a handwritten note is even better. I think this helps with #7.
Absolutely! A handwritten note is priceless-especially these days.
Thank you Jaclyn~
Susan
These are all great. Thanks for putting them down. One other I could add is that if you can time your pitch for a slow news day or period, your chances of landing the pitch are greatly increased. I try to have something good (re-read all the tips) to pitch reporters just before the holidays (as long as I can deliver my sources). A lot of news stops, so reporters are looking for good stories, particularly those with any tie to the holiday or just a heart-warming story. Something with a longer shelf-life works, too. That allows the story to be held a day or so, or run the day after the holiday.
Hi! Really practical pieces of advice. Thanks! This one is so true:
” 6. Love your story. It doesn’t matter if you’re pitching a novice blogger or CNN. If you don’t love your story, they won’t either. ”
Reminds of another very motivational saying: Regardless of what you do, strive to be the best in it.
Hi Becky.
Yes- agreed that slow news cycles (holidays) are prime time for pitching. Thank you for your comment and add!
Susan
Great tips Susan. I’d add: always offer additional contacts or suggest another angle to show them you’re a great resource now and in the future.
Good stuff, Sue. I’d add to #4 that we’re seeing a trend toward hyper-local news in many areas. If there’s a tie-in to anyone locally, it raises your chances of seeing print (on paper and/or on the web).
Glad you mentioned the local tie-in Tressa. You’re right! It’s easier to ride the coat tails of a national story and bring in the local angle/expert than to create news from scratch.
Thank you!
Susan
Hi Jeff,
Nice addition to the list- having a strong contact who is on the front line fielding media inquiries is so important.
And yes, a fresh angle is required- when a reporter says they aren’t interested in your pitch, 2-3 comebacks are needed, or the dialogue hits a quick dead-end. Get the reporter engaged and talking so you can see where you can help them.
Wishing you continued success~
Susan
Excellent post Susan. I was a reporter and copyeditor for more than two decades so I know first hand that if most PR practitioners followed your advice they would enjoy a much better relationship with the media. One thing I would add is to copy and paste your press release into the body of your e-mail instead of sending it as an attachment. Many reporters and editors are reluctant to open attachments for fear of getting viruses. Trust me, the fear of taking out all the computers in the newsroom trumps your story pitch every time.
Hi Beverly,
Well Amen to your comments!! And yes, I wholeheartedly agree with your last suggestion on not sending attachments (unless you already have a good relationship with reporter). Thanks for mentioning these important points!
Best regards,
Susan
Great post Susan. As someone who worked for 15 years in the TV industry before moving into the PR world, I commend you from both ends of the spectrum.
Considering the workload of any reporter is tantamount to your relationship with them. If they phone you seconds before you go on air, and then try to pitch to you despite you asking them to email the information to you instead it is more than likely that you’ll not cover the story anyway.
I also think it is important to thank the reporter that has covered your story. I usually send an email, and often follow up with a phone call. There is nothing better to get a phone call from a PR person that is just a thank you – not a pitch! It also opens up some room for friendly chat and helps to build a relationship long-term. I often make notes about the reporter after that conversation (they may have mentioned a holiday, their lunch, an annoying thing that has happened that day etc) it helps to carry on building that relationship next time you speak to them, and they feel special if you have remembered some small details about them.
Best regards,
Bracken Vernon-Jelier, Crossways Communications.
Fabulous post. One think I would add is: know your space or industry very well and and have a good grasp of the competition. Reporters love tying a pitch to a broader trend story–makes them look smart and on top of things. Know your competition? Always a good idea to know who is doing what and where you stack up. That helps you develop angles that showcase the very best attributes of your company.
Hi Tracey,
I absolutely agree with your point of tying into a larger story or trend. It’s all about angles….and hooks.
Thank you for your insights.
Regards~
Susan