Media relations

The social media release is designed to maximize online value

01 Jun, 2020 Media relations, Social media

The social media release was pioneered by Shift Communications in 2006, widening the reach to audiences after 100 years of the traditional media or news/press release. It is not a dramatic change to the concept of a media release - more an improvement specifically catering for mobile and social media. At the time of launch the change was considered quite dramatic, but technology has caught up over time since 2006, and the various components ...

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10 ways to ensure an effective news release

01 Jun, 2020 Media relations

Enticing a journalist or blogger to write about your company or client remains an achievement in the PR profession. An article written by someone else about your business is more credible than your writing an article about it—especially if they work for a reputable publication or outlet. So make sure you’re doing it right—here are 10 ways to ensure an effective news release.

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Don’t use the same headline in online as well as offline content

01 Jun, 2020 Media relations, Messaging, PR and the internet

Headlines are the most important part of any written content. Advertising legend David Ogilvy pointed this out decades ago, and his words are still quoted. Ogilvy said in his classic book Confessions of an Advertising Man in 1963: "On the average, five times as many people read the headline as read the body copy.” But Ogilvy’s often-quoted comment related only to advertising – and he died in 1999, before the internet really got going. ...

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Build strategic messages into media interviews

01 Jun, 2020 Media relations, Messaging

Media interviews provide a great opportunity to communicate strategic or key corporate messages. It’s not easy to do this in a natural way when the interview may have been arranged about something else like a new product. Therefore, communicators need to prepare spokespersons for including core messages in their media interviews.

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Great tips on how you can get better media pitching results

01 Jun, 2020 Media relations

When I talk with journalists, many of them groan at the thought of some of the approaches they have received from PR people trying to pitch news angles. From experience, I recommend the following actions for best results: Prepare for the pitch Do your homework first! Prepare and use “pitch points” for yourself – a one page cheat sheet with your relevant organizational or client facts, background and important features. This can be used ...

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Journalists need to better understand PR’s wide scope

01 Jun, 2020 Media relations

Every time new job growth trends are published by the US Census Bureau, a news outlet somewhere will lament in a “fresh” story angle that PR is killing journalism. I was about to write detailed comments about PR employment growing while journalism numbers are dying, when I noticed Lou Hoffman also commented in a post on 1 May 2019, so I will keep my comments fairly brief. Bloomberg, a respected business publication, headlined this ...

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Headline words that spell media release success

01 Jun, 2020 Media relations

Certain words are much more likely to get media keen to follow up a press release. In fact, these words are almost sure to hit their hot buttons. This article outlines headline words that spell media release success.

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