Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Media Relations: Ending the Press Release Crutch > NetSparsh - Viral Content you Love & Share

Media Relations: Ending the Press Release Crutch

When most people think of media relations, they think of press releases. To be sure, writing and distributing them is one of the most important parts of the job. But press releases may be the most overused tool in the media professional's arsenal to the detriment of other tools that might have greater results.

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 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-grabbing headline. I recently saw an e-mail sent by a company that uses clamshells to make jewelry. Their subject line? "Clams aren't just for chowder anymore." You better believe that most reporters were curious enough to open that e-mail!

Brad Phillips is the founder and president of Phillips Media Relations (http://www.PhillipsMediaRelations.com). He was formerly a journalist for ABC News and CNN, and also headed the media relations department for the second largest environmental group in the world.

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Forbes

How PR People Can Be Better Resources To Journalists
Forbes
The relationship between PR people and the media might best be described by a status that Facebook cemented into the popular lexicon: “It's complicated.” A recent study (registration required) from MuckRack and Zeno Group found that nearly a quarter ...


Forbes

The Most Common Misconception Marketing And PR Grads Have About Social Media
Forbes
Over the last decade, I've hired both interns and marketing graduates for my business. As a full-service marketing consultancy, we work on multichannel marketing for our clients, so I have the opportunity to place graduates where they best fit rather ...


Deadline

Narrative PR Hires Publicist Alex Schack In Latest Ramp-Up
Deadline
EXCLUSIVE: Alex Schack, who has spent the past seven years at Slate PR most recently as VP, is moving to Narrative as the entertainment public relations company continues to grow its staff. Schack's roster of clients at Slate included Bryce Dallas ...


TechCrunch

Tesla shares tumble in early trading after another Elon Musk-powered PR blunder
TechCrunch
Elon Musk, the embattled chief executive of electric automaker and sustainable energy company Tesla, tried to “set the record straight” about his recent behavior in an hour-long exclusive interview with The New York Times. Instead, it only served to ...
Elon Musk Details 'Excruciating' Personal Toll of Tesla TurmoilNew York Times

all 2,614 news articles »

MLB.com (press release) (blog)

Puerto Rico's Little League World Series players dyed their hair blonde just like PR's WBC team
MLB.com (press release) (blog)
When team Puerto Rico played in the World Baseball Classic, the players dying their hair blonde made a statement. But who would have known it would extend months later to the Little League World Series? That's right -- the look that was sported by ...

and more »

O'Dwyer's PR News

The Worst PR Team Ever Assembled
O'Dwyer's PR News
Trump, himself, of course, has no understanding of or respect for the practice of public relations. And it shows in the rogues' gallery of glorified glamour pusses and grifters who have contributed to making the Trump Administration the least trusted ...
Donald J. Trump on Twitter: ".@MarkBurnettTV called to say that there are NO TAPES of the Apprentice where I used ...Twitter

all 1,053 news articles »

DBS explains PR's online posting: “He remains Indian at heart”
The Online Citizen
It was reported that an Indian national, Avijit Das Patnaik, who has been a PR in Singapore for a decade recently made a Facebook post disrespecting the Singapore flag. The Facebook post in question showed a black T-shirt with a graphic depicting the ...

and more »

Forbes

Seven Questions To Ask When Hiring A PR Firm
Forbes
As the principal of a public relations firm, I regularly entertain potential clients seeking PR support for their brands. We order espressos — or wine, depending on the time of this exploratory meeting — and share our stories. It's always fascinating ...


Business Insider

Wells Fargo insiders say they're facing a firestorm without clear PR leadership
Business Insider
Employees' frustration with what they perceive as a lack of PR leadership has surfaced on other calls as well, including one held in the days after Suris left the bank, the people said. During that call, staff questioned whether the decision not to ...

and more »

Deadline

Alexandra Crotin, Marisa Martins, Kate Rosen & Chelsea Thomas Join PR Company The Lede
Deadline
EXCLUSIVE: Upstart PR company The Lede has added talent publicists Alexandra Crotin, Marisa Martins, Kate Rosen and Chelsea Thomas to its roster. They bring with them a collective list of high-profile actor, actress, musician, model, author and ...

Google News

Networking: 17 Essential Strategies In The 21st Century

It is virtually impossible to succeed professionally and personally without... Read More

PR: Short Form for Managers

Experience tells me that too many business, non-profit and association... Read More

Marketing-Minded Financial Planners--Appearing on TV? Tell the World!

It doesn't matter how cruel the reality programs get, there... Read More

Sure-Fire Recipe for a Successful Public Relations Career

Without a solid, well-designed foundation, few buildings successfully withstand the... Read More

Tactics Vs. Endgame - Endgame Wins

It took me a while to see just HOW crucial... Read More

Making Press Releases Work - Creating News Where None Existed

Aren't you tired of hearing how extremely easy it is... Read More

Why Restaurants Go Out of Business

Recently someone asked me why so many restaurants go out... Read More

Time Your News Release For Maximum Publicity

"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More

Franchise Work Vehicles Should Have a Flag on Them

If you own a franchise and have company vehicles, be... Read More

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has... Read More

Doubt PRs Clout? Dont!

Done right, it helps modify the behaviors of your most... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

Top Five Publicity Myths

Most people consider getting publicity the most important part of... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

Business - How to Build it Using the Media

Have you ever noticed that when someone is interviewed on... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

Celebrities Cant Have It Both Ways

Corporations are willing to pay substantial amounts of money to... Read More

A Blueprint for Managing your PR

OK, as a manager, your goal is to show a... Read More

When Managers Play the PR Card

The payoff for business, non-profit or association managers can be... Read More

PR? Why?

Well, for starters, because good public relations can alter individual... Read More

PR: Lets Cut to the Chase

If your key ? that's KEY ? outside audiences don't... Read More

The Worst PR Mistakes

For a business, non-profit or association manager, they could be... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More