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Think Like A Reporter

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Reporters really haven’t changes all that much over time. We are still the folks who can’t wait to tell someone, “You’re not going to believe this!” But any reporter will tell you that public relations people and journalists often see things from very different points of view. Just because a topic or event is announced as newsworthy or a press release goes out, doesn’t mean it is.

But just how do you get reporters excited about your story and/or message? You must learn to think like a reporter and speak their language. Consider the following:

Slow news days: These are golden tickets for publicity. The business of collecting and delivering news is based on supply and demand. If you pitch your story on a busy day when there is plenty of news to go around, there won’t be a demand for your story. Pitch the exact same story on a slow news day, and the media will be all over it.

The “who cares?” test: In every newsroom the key question is, “Will people watch this?” If the answer is no or your story isn’t relevant to enough people it will be passed up.

Write like a reporter: If you are sending out a press release, make sure it is a catchy one, and make sure it is catchy in the first sentence. Newsrooms get thousands of press releases every day, and if your story isn’t screaming from the page, it won’t be seen. Come up with a headline and text you could imagine an anchor reading on air as is.


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