Creating A 'Press Worthy' Story
It often takes more than just an announcement to get noticed
by the media.
If I'm targeting local papers, I try to write a release that
can be used as is. Usually something that reads like a short
snappy story. It's better to focus on the 'human' side of
things; such as how your business got started, or ways your
business networks within the community. If you're looking
to promote a specific product tie it into a holiday and then
outline why it's unique (ie. who can use the product, and
why will they like it?).
It also helps to create a backup pitch page. A pitch page
is what I call a list of story tie-ins. These are maybe different
products or services you offer and how they might relate to
bigger story themes. It could be about a unique project you
worked on, or some new products you offer that would be great
for special events, or how you overcame some business obstacles,
etc. The goal is to inspire your media contact with several
different perspectives on how they might feature you in an
article.
If you know the editorial calendar (upcoming article list)
of a publication then you can slant your releases or pitches
to those articles. Most publications have web sites with their
calendars listed, or you can call and ask for a media kit
which usually includes advertising rates and calendar.
The whole idea is to make it personal....give your business
personality, and try to make personal connections with writers
and editors.
SEO Marketing Tips by Kristene Markert
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