If only there was a secret formula to getting your stories published by the media. Bad news…there isn’t. However, there are a few things that you can do to give yourself the best chance of publication. At Nobull, we’re lucky enough to have some talented ex-journalists making up our team. Thinking back to their days behind the features desks, here’s what they had to say on upping your chances of successful coverage and keeping journalists happy…
Former national newspaper journalist turned Creative Director, Liz Stout:
“Not to say that journalists are lazy… but as a busy newspaper journo, there’s nothing quite like a well-crafted pitch that says it all, very succinctly. And you’d be surprised how many miss the mark. The press releases that grabbed my attention were always the ones that were meticulously thought out and, most importantly, considered my audience. While it inevitably happens from time to time, one of the biggest sins a PR can commit is to send a release to someone for which it has no relevance. Brands may be eager to say what they want to say and believe that their story is scintillating, but if it’s not geared towards the recipient’s readership, it may as well be circulated into the ether. A blanket, one-version-fits -all release sent to everyone on a media list isn’t the best approach. Different publications want different things, so a bit of time spent tailoring your lists and tweaking your release to fit the wants of different publications can be time very well spent. It’s definitely more likely to get you the coverage you’re after.
Former editor and in-house PR and now Nobull’s MD, Steve Carman:
“Make their lives as easy as possible by giving them the most relevant information in the format that they require. Journalists are getting busier than ever and often have to write copy for the daily online newsletter, the weekly newsletter, the online or physical magazine or newspaper as well as draft content for their social media channels. If they do ask questions, be prepared to get back to them as quickly as possible. Having a client email address which covers the entire account team also ensures that a journalist’s question is picked up and actioned and doesn’t lie dormant in a colleague’s inbox if they are in a meeting or out of the office. Cover all of those bases and you have a much greater chance of getting your story used.”
Former automotive journalist of 12 years, Tyler Heatley:
“Content is king in the world of journalism. If what’s being produced is left wanting, you can be sure that readers are going to feel short-changed. What does that mean for those in PR? While it’s on the journalist to craft the story into something compelling for readers, it’s the job of a PR practitioner to make sure they have the ingredients needed. Put yourself in a journalist’s shoes and think about the key information that underpins a feature or news item. The devil is in the detail - don’t forget the eye-catching imagery that would make you click and remember, or the spokesperson who can be made available for an interview. Providing specifications, images and video in the most convenient way possible – and in advance if possible – makes a journalist’s life much easier, freeing up their bandwidth to focus on the story itself.”
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