Media relations

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

01 Jun, 2020 Media relations, Messaging

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 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 who act as a corporate spokesperson or who prepare managers for media interviews can take advantage of the opportunities by developing some core messages. These strategic messages can be incorporated into all types of media interviews to ...

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Persuasive email pitching to journalists

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 Prepare and use “pitch points” – a one page cheat sheet with your relevant organizational or client facts, background and important features. Have two or three different story ideas in mind if ...

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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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Words that spell success for your media release

01 Jun, 2020 Media relations

Uncertain about the best words to use in headlines for your media releases? Certain words are much more likely to get media to pick up a release. In fact, certain words are almost sure to hit the hot buttons of a news editor. Words that work Words like “safe,” “secret,” “trick,” and “breaking” in the headline of a media release usually strike a response because they suggest something new and fresh (as long as ...

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