Press releases are a classic component in the media relations world. They alert those who disseminate our news (journalists, press members, editors, etc.) in a timely manner to get your message to your intended audience. However, there is fierce competition for these slots in physical/online newspapers. What can you do to stand out from the crowd and get your news published? Follow these tips below to garner interest in your news.
- Timely notice: Because news outlets typically can receive hundreds of news releases per day, it is important that your news release be disseminated at least 2 weeks in advance of your event in major news markets (daily or online publications; also any broadcast outlets) and at least 3 weeks in advance of your event in minor news markets (weekly publication).
- Plan your event around a cause or demographic that the media already loves: children, summer camp, school, senior citizens, health-related, a nonprofit organization (especially one that is already a client), or an underserved community.
- Plan your nonprofit donation for the off-season (January – August). Not only will this greatly help the organization that you are supporting during its low point in revenue and cash flow, but this will also make the donation stand out more noticeably since so many others are already donating during the fall banquet season or the year-end holiday season.
- Connect your donation to a thing or person, not a dollar amount. Example: “Firm Donates Kitchen Renovation” makes a much more appealing story than “Firm Donates $5,000,” even though the dollar amounts may be the same.
- Be generous, over $1,000. If your donation if four figures and up, it is more likely to be noticed. Of course, publicity should not be the driving force behind generosity.
- Play up your connection to a government official, entity or initiative. Reporters draw much of their news story ideas from public works projects, government-commissioned studies, government policy and regulations, government-sponsored community events, etc. If your story in any way links with any of these, then highlight that.
- Highlight and customize the local angle when pitching to different media reps. If your story has a link to a particular community or town, then highlight this link when pitching to the media outlets serving that community.
- Give the media what they’re looking for. Is it a seasonal story (tax time, elections, Christmas)? Or is it a news narrative (the BIG story of the day which eventually will run its course once and for all)?
- Posted by Lift Media Group