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Digg it UP - Media Relations: Ending the Press Release Crutch
You definitely need to have a comprehensive, realistic budget. It's a critical component of your nonprofit's annual marketing and communications plan and, like the work plan, serves as a map to ensure you reach your goals. The budgeting process helps you to determine whether your plan is realistic. If not, you know you have to cut the pl
2) Conduct Reporter Research -- You may have a brilliant pitch – but if you send it t
In any major field of study, graduates usually have several career options to pursue. For examples, teachers may decide on educating elementary, middle school, high school, or college students; Law enforcers are patrol officers, prison guards, parole officers, or detectives. Likewise, Chef’s also have choices to make throughout his/her c
When I worked in broadcast news for ABC News and CNN, the fax machines virtually never stopped. We got press releases by the dozen, and by the end of each day, we had a ream of press releases. They each had something in common. They each went unread.
To break through the clutter, you’d be wise to occasionally skip the press release and send a personalized note to a reporter instead. This works particularly well when offering a reporter an “exclusive,” a story that you will only pitch to a single news organization.
Here are three tips to help make sure your letter gets read:
1) Offer an Exclusive -- News is a competitive business. If a reporter likes your story – and is convinced that his or her cross-town rival won’t have it – they are much more likely to carry your news. The offer of an exclusive is an effective tool, but should be thought out carefully, since the news organization that doesn’t get the story may hold it against you.
2) Conduct Reporter Research -- You may have a brilliant pitch – but if you send it t
Your schedule can get pretty full if you are calling ten people a day, following up on leads and doing the work required. You have to make sure that the work you are providing is of the best quality possible or you will lose the customer in the long run. It is also of prime importance that you schedule ten activities per week. It may see
When I worked in broadcast news for ABC News and CNN, the fax machines virtually never stopped. We got press releases by the dozen, and by the end of each day, we had a ream of press releases. They each had something in common. They each went unread.
To break through the clutter, you’d be wise to occasionally skip the press release and send a personalized note to a reporter instead. This works particularly well when offering a reporter an “exclusive,” a story that you will only pitch to a single news organization.
Here are three tips to help make sure your letter gets read:
1) Offer an Exclusive -- News is a competitive business. If a reporter likes your story – and is convinced that his or her cross-town rival won’t have it – they are much more likely to carry your news. The offer of an exclusive is an effective tool, but should be thought out carefully, since the news organization that doesn’t get the story may hold it against you.
2) Conduct Reporter Research -- You may have a brilliant pitch – but if you send it t
If we look at marketing as a three-pronged initiative, the main components are 1) Lead generation 2) Lead capture and 3) Stay in touch.Staying in ongoing contact is often the most difficult component of the process. Part of the challenge is uncertainty. How often should I be in contact? What should be the content of the messages?
To break through the clutter, you’d be wise to occasionally skip the press release and send a personalized note to a reporter instead. This works particularly well when offering a reporter an “exclusive,” a story that you will only pitch to a single news organization.
Here are three tips to help make sure your letter gets read:
1) Offer an Exclusive -- News is a competitive business. If a reporter likes your story – and is convinced that his or her cross-town rival won’t have it – they are much more likely to carry your news. The offer of an exclusive is an effective tool, but should be thought out carefully, since the news organization that doesn’t get the story may hold it against you.
2) Conduct Reporter Research -- You may have a brilliant pitch – but if you send it t
Fundraising is both challenging as it is rewarding. Raising the needed fund for a worthy cause is indeed spiritually and emotionally satisfying. Every school organization may want to extend a helping hand to those folks who are in dire need. The prospect beneficiary could either be a charitable institution, an orphanage, a community proj
Here are three tips to help make sure your letter gets read:
1) Offer an Exclusive -- News is a competitive business. If a reporter likes your story – and is convinced that his or her cross-town rival won’t have it – they are much more likely to carry your news. The offer of an exclusive is an effective tool, but should be thought out carefully, since the news organization that doesn’t get the story may hold it against you.
2) Conduct Reporter Research -- You may have a brilliant pitch – but if you send it t
Back in the day when I was still apart of corporate America, I found myself tasked with the huge job of figuring out what spiffy new company wide software system we needed and what would work best for us.Which computer system would work best? How do I know? Hour after hour of boring computer system presentation, endless trade sh
2) Conduct Reporter Research -- You may have a brilliant pitch – but if you send it to the wrong reporter, it’s useless. Make sure you properly identify the correct reporter for your type of story.
Once you’ve done that, indicate to the reporter that you’ve been following his or her work, and that your story is similar or related to another story he or she has recently written. Mention his or her previous articles by name. A shockingly small number of media relations professionals take the time to do this, so the reporter will instantly deem you more credible than the average “PR flack.”
3) Subject Line -- Reporters from National Geographic Traveler and People magazines recently told me how critical they consider an e-mail’s subject line. A boring subject line means that the e-mail will probably never even get opened!
There are certain things you can do to break through the clutter. I’ve found it effective to write “Offer of Exclusive” in the subject line, or to include the reporter’s name in the subject line, as in “To David – New Research Shows Children Increasingly Illiterate.”
But virtually nothing beats a genuinely creative and attention-
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