News producers and newspaper editors are often swamped with press releases--bag loads arrive by snail mail, spill out of the fax machine, and fill-up their email.
Competition is intense for the media relations practitioner to get your news heard. And, the competition for the media to find fresh stories and interesting information to satisfy their audience is just as fierce. This is great news for you!
If you have expert advice to share, an interesting new product or service to announce, or even a controversial opinion, the media will often spread this news to their readers, listeners and viewers.
Here are some strategies to get noticed by the press:
1. First thing each morning, scan the paper for hot topics that you can relate your business to. Get your pitch to editors/producers ASAP. Remember, right after a big story breaks, the press looks for related experts and stories to keep the topic fresh to their audiences.
2. It is important to target the specific media that would be interested in your story. Don't send a story about a new medical research study to the entertainment editor of a publication. Be specific. Know your contact!
3. Don't forget radio. Radio overwhelmingly uses local produced programming each day. And, the vast majority of media outlets are radio stations. Remember not only the AM and FM stations in your area, but the college stations can be just as effective. Be sure to include your telephone number and offer to have your expert available to do a live, on-air interview.
4. Offer free tips on a specific topic. Editors, especially editors for local newspapers, will use the information if it is helpful to their target audience.
More to come...