What makes a good media interview?


In business, when success comes knocking, so do the reporters. Speaking to the media is an art, and even the most seasoned executives have turned simple interviews into corporate nightmares.

The truth is there’s no such thing as a casual interview—but the best interviews are the ones that appear casual. Behind the scenes, there’s research, practice, anticipation, and a little strategy.

Have a date with a reporter? Here are five things to consider first.

  • Journalists do their research…and so should you. You need context. Look at past interviews the reporter has done and get familiar with their style. What is their tone—lighthearted or serious? What is their outlet’s ‘slant’? Who is their audience? Why do they want to interview you?
  • Define your key messages. You need to anticipate what you’re going to be asked so you can have an articulate answer ready. ‘Key talking points’ should be well thought out, consistent, and tied to your company’s core values. Think like a journalist and identify some short and sweet quotes that would make excellent sound bites. Don’t hijack the interview because you’re itching to spit out all your points; really listen to the questions and work in your key messages in a way that appears seamless. Not sure how to do this? ‘Bridging statements’ can help you move the interview back into territory you want to cover.
  • Do an inventory of your weaknesses. What is the worst thing this reporter could ask you and how will you respond? If your company has recently undergone anything close to a crisis (or if there might be trouble ahead), you need to hire a media trainer to help you prepare for interactions with the press so you can get on the right side of the narrative.
  • Practicebut don’t sound rehearsed. Back to that whole art thing. The best interviews read like a really good conversation: give and take, humour when appropriate, and the feeling that you are connecting with an authentic person; your likeability will hinge primarily on the latter. If you don’t have a media coach and you’re new to this, try to find a friend in the business who you can practice with. Rambling, lack of clarity, awkward body language—give them the green light to be ruthless.
  • Think before you speak. Obvious? In theory. When nerves kick in, common sense can go out the window. Don’t comment on deals where the ink hasn’t yet dried, don’t say anything that could negatively impact your brand, and don’t assume sarcasm is going to translate to the page. It is important to note that not all journalists honour “off the record” comments. Play it safe—if you don’t want to read it in print, don’t say it.
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Social media continues to help journalists improve productivity and communication with PR pros

social media

PR pros have certainly embraced social media as a tool for communicating directly with clients’ (and their own) audiences over the years, and social has slowly but surely become a reliable way for PR to perform media outreach and even pitch stories to journalists. If anything, those elusive media scribes have been slow to accept social media as a bona fide PR conduit (and for good reason—lots of social babble is clearly unfounded and, from a reporter’s perspective, often a string of un-credible dead ends), but new research shows that many journalists are not only socially active, but downright dependent on Twitter and its brethren to get their jobs done.

Findings from a newly released media intelligence report underscore journalists’ increased usage of social media, and show a noticeable maturation in their reliance on them medium. The international report analyzes how journalists across six countries—United States, United Kingdom, Germany, Finland, Sweden and Australia—use social media to improve productivity and better communicate with PR professionals.

Key findings from the survey include:

  • More than half (51 percent) of journalists report they would be unable to do their job without social media
  • Fifty-seven percent of journalists agree that social media has improved their productivity
  • Sixty-seven percent of journalists are spending up to two hours a day on social media, up from 38 percent in 2012
  • Twitter and Facebook are the most widely used social platforms among journalists, but their levels of popularity vary among the countries surveyed
  • U.S. and U.K. journalists rely on social media for publishing and promoting their own content, while the other countries cite sourcing as their top reason for usage
  • The majority of journalists, including 58 percent of U.S. journalists, express data security and privacy concerns as a result of increased social media use
  • Journalists in English-speaking countries are more interactive and create more social media content than those in non-English speaking countries

“This data confirms the mission-critical nature of social media and its ever-growing popularity for journalism,” said Valerie Lopez, vice president of media research at Cision, a co-partner of the study with Canterbury Christ Church University, according to a news release. “Whether it’s used to improve research, streamline communication with potential sources, or further develop story ideas, social media has clearly become integral to journalists’ daily work and responsibilities.”

The study also examined the evolving relationship between PR practitioners and journalists, showing a favorable change in communication practices. PR professionals are increasingly communicating with journalists through social media, with 23 percent pitching stories on social platforms, a 28 percent year-over-year increase. This shift matches the changing preferences of reporters. Other key findings include:

  • U.S. journalists list PR contacts as their second most important source for information, the first being expert sources
  • The majority of reporters, including 58 percent of U.S. journalists, are happy with their relationships with PR practitioners
  • U.S. journalists’ top three methods of contact include email (84 percent), social media (33 percent) and telephone (15 percent)

This study was based on more than 3,000 responses from journalists and media professionals. Throughout the survey, the term “journalist” is used to include all media professionals (e.g. reporters, researchers, editors, etc.) who took part.

Source: PRWeb; edited by Richard Carufel

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Amazing Race Canada, Season 3 Ep. 3: Buenos Aires — Home of futbol, the tango, and… Mentos?

amazing race

Spoiler Alert

On this week’s episode of Amazing Race Canada, contestants flew from Santiago, Chile to Buenos Aires, Argentina. The show saw a 10.5-per-cent increase in social media activity compared to last week’s episode.

In last week’s post, we speculated the Amazing Race Canada is facing competition for eyeballs from the Pan Am Games. In that respect, a 10.5 per cent increase is very positive for the show — especially since Canadian sprinter Andre De Grasse was competing for gold in the 100 metres around the same time. The men’s 100 metres is the marquee event of the Pan Am Games.

Canada also played Argentina in men’s basketball the same day of the show’s airing.

That said, compared to last year’s episode three Twitter interaction was down 27.4 per cent. Still, viewer engagement is increasing. Hopefully that trend continues with next week’s episode, as the contestants head back to Canada to race around Halifax, NS. In the past, fans of the show have reacted very positively to Canadian destinations. Most of the improvement for week three was around task or roadblock engagement. The most popular sport in Argentina is soccer — or what the Argentines refer to as futbol — so it makes sense that the blind soccer event was the most popular roadblock with viewers on Twitter (the frustration of some of the teams probably didn’t hurt, either) . The roadblock tasked contestants to maneuver a ball through pylons and score while blindfolded. Many tweets mentioned the creativity of some contestants overcoming the challenge by hopping with the ball between their legs, which was originally initiated by wrestlers and fan favorites Nick Foti and Matt Giunta.  

The roadblock built around Argentina’s national dance, the tango, was the next most popular followed by the Mentos candy task. Candy manufacturer Perfetti Van Melle certainly enjoyed some valuable brand placement (Mentos were also featured in a task in last year’s season, as well).  

When it comes to share of voice for contestants, Nick and Matt are emerging as this year’s consistent fan favourites along with fellow contestants Hamilton Elliott and Michaelia Drever, who are also developing a solid following.

But as in previous years, winning has proven to be the great equalizer, as demonstrated by father-and-daughter team Neil and Kristin Lumsden who won this week’s leg (and finished with the second most Twitter mentions behind Nick and Matt).




MediaMiser actively blogs about the Amazing Race Canada and leverages MediaMiser solutions to compile analysis on the show.

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McDonald’s announces all-day breakfast; Twitter nods in approval

mcdonalds breakfast

McDonald’s isn’t doing so well. The fast-food colossus has been acutely suffering for two years, having posted slumping numbers for six consecutive quarters.

The giant is ailing. It’s sick. It’s casting around wildly for ways to stop the bleeding. And it thinks it may have found the fix: all-day breakfast.

That’s right, all-day breakfast (in the US only, though, for now — sorry Canada, you lose).

McDonald’s announced the plan this week, sending a memo to franchisees to be ready to serve breakfast round-the-clock as early as October. And with the announcement came a deluge of reaction on Twitter. Here’s what the masses are saying.

Plenty of good:


But, inevitably, some bad (though it’s doubtful this person is a McDonald’s customer, anyhow):

However, a sample of nearly 1,000 tweets gathered in the past two days tells us more people welcome the news than bemoan it.

We toned a sample of those 800 and found that 31 per cent of tweeters seemed to love the idea, while only four per cent appeared to be opposed. The remaining 65 per cent were neutral and simply spreading the good word… but it could be argued that just by spreading it, they too were voicing their illicit approval — no?

Also telling is the frequency with which a few choice words kept appearing. The universally positive ‘yes’ popped up in over a quarter of all tweets, while nearly as many included the word ‘important’, as in “You’re going to want to hear this – it’s important.”

But no matter how you feel about this newest McDonald’s development, it seems that all-day hashbrowns are definitely on the way. Dress accordingly.

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Newsjacking and the power of the Offer


“Leave it to a public relations agency to make a good PR move.”

That’s what NBC10, the Philadelphia NBC affiliate, wrote in covering some news I recently put out for my agency. I offered free PR services to any retailer selling an absurd handgun-shaped iPhone case, contingent on them halting sales of the product.  The story was picked up by a handful of media outlets, including the Daily ’Dog.

Last year, I wrote here about the power of “newsjacking,” and this is a good example of it. Newsjacking, as a reminder, is speedily jumping on something the media is already talking about to get attention for your client or organization. Often it’s tongue-in-cheek, and pop-culture related. In this case, the news release and social media posts went out the afternoon that this product went ballistic, online and off, after a New Jersey prosecutor strongly urged the public to avoid it.

But this case illustrates another technique I like to use, and which PR professionals might like to keep in their hip pocket: call it The Power of the Offer. Ideally, it goes hand-in-hand with newsjacking, but that doesn’t necessarily have to be the case. A form of corporate social responsibility, it invariably offers much upside, with little downside in the way of investment.

Here’s an example: In 2014, Fox29 in Philadelphia reported on a hearing-impaired boy who set up a lemonade stand so his family could buy him hearing aids. Representing a hearing aid franchise at the time, I tweeted to the reporter that my client wanted to donate a pair of aids. Cash donations flowed in as a result of the initial publicity, and the station ran an updated story including my client’s good gesture. In the end, because the boy had some underlying ear issues that couldn’t be resolved simply by a new pair of aids, the parents opted to pursue a course of treatment they’d begun with a local children’s hospital, so never took us up on the offer. Nonetheless, for what would have been an investment of about $750, my client appeared to be a concerned corporate citizen.

Or consider the case of Coatings for Industry (CFI), a client that makes decorative, non-slip and anti-graffiti coatings for commercial floors and other surfaces. After Hurricane Sandy wreaked havoc up and down the Mid-Atlantic, CFI wanted to donate coatings for rebuilding efforts, particularly for flooded institutions like museums, libraries, town halls, or even boardwalks. We issued a press release and offered the coatings through social media, and my company reached out directly to hard-hit municipalities. Maybe because they were overwhelmed at the time, or besieged with similar offers, we never got so much as a return call, let alone a request for product. That fact itself became fodder for a second press release, which was picked up by several coatings industry media.

Again, good intentions resulted in good press, despite no actual investment.

Sometimes, the offer might be more complex, and require greater commitment and hence, more thought. In 2010, a dementia-afflicted woman was found wandering the streets of Philadelphia with no identification and no obvious hints as to the whereabouts of family. The local media widely reported it, in the hope someone would come forward to claim her. I told my client, a small health and rehabilitation chain with a dementia unit, I had a “wild” idea. Why not publicly offer to take her in and care for her until a relative could be found? I thought it would make a good second-day story, and the additional publicity would hasten her identification.

Sadly, the managing director rejected the idea, citing the extreme cost of providing indefinite care for the woman. I even began questioning the wisdom of suggesting it. Two days later, a relative recognized the woman from news reports, and brought her home. I felt vindicated; had my client jumped on this, it would have received widespread press and the patient would have barely been settled in by the time she was claimed. There were no guarantees, of course, but I suspected that would be the case.

I’m not saying you should jump on opportunities and wring your hands hoping no one bites. At all times, these initiatives should spring from your heart or social consciousness; any resulting publicity should be considered a pleasant result, not the primary goal. And you need to always be prepared to back up your promise with action. In other words, don’t bite off more than you can chew. But more often than not, due to human nature, inertia or corporate ennui, offers like these are met with crickets.

The gun-grip phone case has no useful purpose. It will likely get someone killed, most likely by police. I do hope Swordfish has the opportunity to help retailers save face and generate good press by doing the right thing and pulling it from their shelves. So far, a few weeks after my offer made the news, exactly zero have contacted me.

Guest contributor Gary Frisch is founder and president of Swordfish Communications, a full-service public relations agency in Laurel Springs, N.J. Visit Swordfish online atwww.swordfishcomm.com.

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The evolution of news on social media


Facebook is a phenomenon that started on the campuses of elite universities. As it grew, from dorm to dorm, city to city, and eventually country to country, an evolution took place. The social media platform was no longer a trend but an accepted tool for communication. From the roots of university life, the original users of Facebook have since grown into young adults—working, starting families, balancing checkbooks and wading through a sea of student debt. Although their pcresence on social media remains, their use of this tool has undergone a similar transformation. The trivial topics of relationship status, upcoming weekend parties, and general banter are being replaced by links to and commentary on breaking or market moving news.

As the users of social media mature, so do the topics of interest they share with their connections. What does this mean for the media industry and today’s communication professionals? It means that social media is not just an alternative news source, but a leading resource for audiences to learn about your brand.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

These musings would make for an interesting theory, but there’s no need to theorize. Recently released data show that it is already a reality. A new study, conducted by Pew Research Center in association with the John S. and James L. Knight Foundation, paints a clear portrait of how Facebook and Twitter are being used today. When asked about the use of Facebook and Twitter as a leading news source outside the realm of friends and family, a majority of users claimed this to be accurate. Both 63% of Facebook users and Twitter users consider the social media sites as a source of news, up from 47% and 52% in 2013, respectively. One big reason for this is Facebook users are getting older, and their interests are changing.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

The use of social media as a news source is not passive. Users are actively logging on and using these networks to stay connected with what’s going on in the world. Users are chasing breaking news on social media, especially Twitter (59% of users), almost twice those of Facebook (31% of users) and sharing and commenting on leading news stories. Although Facebook users are not as actively using the platform to unearth breaking news, they are more likely to post and comment on a news piece with 32% of users saying they post about politics and government while 28% claim to comment on these types of posts.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

41% of US adults get their news on Facebook

For media professionals this presents an ideal opportunity to increase the visibility of business news. Knowing where people are actively looking for news is like knowing what team is going to win the Super Bowl. Repurposing news on social media channels supplies an audience with something that, according to the data, they are demanding. Approximately 42% of Facebook users and 55% of Twitter followers claim to regularly see business news on their respective social media platforms. This is a huge number of readers! For communication pros this is a highway to visibility. Having your news content seen and remembered is a big part of the process to convert potential clients or customers.


Source: http://www.journalism.org/2015/07/14/the-evolving-role-of-news-on-twitter-and-facebook/

Social media outlets such as Facebook and Twitter are now powerhouses of industry communication. As for the users of social media, they post for their followers and friends, people whose attention they want to grab and whose opinion they want to influence. They are aspirational and share the news that makes them look clever and smart. This is a complement and a testament to the growing user base of what started as an experiment in social interaction. As people mature, the uses for their tools mature. The media needs to take advantage and bring their news to where people are ready to see it.

Here are a few tips to increase the visibility and usage of your news across social channels:

  • Share your news across your social channels!  In order for your news to be seen, it first has to be shared.  Don’t forget to share your coverage as well, not only are you making sure it is discoverable, you are helping reporters meet their own news metrics.
  • Add calls to action into your content:  This triggers content consumers to share the information they have already engaged with across their social channels.
  • Utilize multimedia to increase shares and visibility:  Both Twitter and Facebook note that the inclusion of interesting photos, gif files and videos increases the reach of content across their platform
  • Consider supporting major news announcements with social advertising. Both platforms offer ways to share your news with highly targeted audiences.  Ads on these channels can easily be shared out by interested viewers.
  • Use Business Wire to distribute your news.  Every news release distributed by Business Wire is automatically shared across Twitter to ensure quick access to breaking news.

Business Wire understands the importance of social media and recently launched features aimed to amplify your news to where people are most likely to see it. Global-Mobile-Social-Measurable is a series of tools that are offered with every English-language news release. In addition to your news release being optimized for social sharing, it is also distributed to a wide variety of websites, targeted to individual behavior via the Dlvr.it Promoted Stories Platform. Learn more about how your news can reach the world with Global-Mobile-Social-Measurable. 

Guest contributor Vilan Trub is a copywriter for Business Wire focusing on printed collateral, web content, sales presentation, digital ad creative, white papers and more. He has written for media outlets such as the GlobalNewsNetwork.us, RealGM.com, Manhattan Review and AccessGroup Holdings, where he was a pivotal member of their launch. Vilan is a graduate of Queens College with a degree in History and began his career as a writer developing concepts and scripts for projects ranging from digital media to feature films culminating in a position as post-production supervisor for 50 Cent on his directorial debut Before I Self Destruct.


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I “SPY” a great movie: Twitter love is no secret, matches other intelligence


Every summer is chock full of blockbuster movies, and perhaps the best one this year is flying a bit under a public radar dominated by action hits like Jurassic World and Ant-Man.

But since its release last month, the comedy SPY has been cleaning up on Twitter based on our quick analysis using MediaMiser. With an all-star cast featuring Melissa McCarthy, Jude Law and Jason Statham (playing a caricature of his own past characters), this movie is blowing away both comedy and spy movie lovers.

In our sample of tweets mentioning #Spymovie from the past few weeks, 84 per cent were positive or very positive toward the film with several tweets exclaiming that it was the “best movie of the year.”

The remaining 16 per cent of tweets were neutral and mostly consisted of retweets of Melissa McCarthy’s status updates or news-related items.

Rotten Tomatoes agrees with 95% positive reviews from reviewers, with an 83 per cent audience score. IMBD currently rates SPY at 7.4/10, so Twitter sentiment is right on target.

Personally I couldn’t agree more, after watching it last week in theatre I couldn’t stop laughing.  I thought the writing and casting were rare genius, with phenomenal chemistry between McCarthy and Law.

You may want to check it out before this movie self-destructs. Or maybe wait until it comes out on DVD, and save your cinema cash for when SPY 2 no doubt comes out.


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Modern communications: earned media is more important than ever


Social media has quickly emerged as a powerful platform for journalists gathering news, but traditional media continues to reign supreme as the most trusted news source, according to a new Ogilvy PR survey of over 115 reporters, editors and producers. The study reveals that earned media is by far the most influential medium for influencing purchasing decisions and business outcomes.

“While social media revolutionized the way we communicate, we must not underestimate the power and credibility that traditional media relations provides,” said Jennifer Risi, managing director of Ogilvy Media Influence and head of media relations for Ogilvy North America, in a news release. “The results give a clear indication of the critical role that public relations—and earned media in particular—has to play within the integrated marketing model. With earned media serving as one of the most efficient and cost effective ways to build trust, organizations are increasingly using this channel to build brand equity, grow sales and drive market share.”

Some key findings from the survey include:

  • 44% of respondents believe that today’s campaigns require traditional, social and paid media.
  • Almost half of respondents (47%) view earned media as most influential medium for driving purchasing decisions and business outcomes.
  • Traditional media [newspapers/wires/magazines] are the most trusted source of news, followed by influencer-driven news. Company-driven news ranked as the least influential across the board.
  • Majority of journalists surveyed (65%) agree or strongly agree that the more the media covers a brand, the more credible the brand appears. That said, journalists also caution that too much coverage can be a sign of trouble.

When it comes to news consumption, respondents rely on social media (35%), traditional newspapers (33%), newswires (12%), broadcast (11%) and blogs (5%) to keep up with the headlines.

“Today, the power of earned media for the strategic communication of a brand’s key messages should not be underestimated—it often lends brands the third-party credibility and validation today’s savvy consumers seek out prior to making purchasing decisions,” added Risi.

The Ogilvy Public Relations Media Influence Group fielded a five question survey of 118 North American and U.K. based journalists—across print, broadcast and social media—covering a variety of topics including national news, business, consumer trends, technology, entertainment, politics, healthcare and the Hispanic community. The survey assessed sentiment and focused on opinions of reporters, editors and producers across a variety of top-tier media outlets. The survey was conducted by phone and email by Ogilvy PR team members based in New York, Chicago, Denver, Atlanta, Washington DC, Los Angeles, San Francisco, Sacramento, Boston and London in June 2015.

Source: PR Newswire; edited by Richard Carufel

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Amazing Race Canada, Season 3 Ep. 2: Fighting through the premiere hangover & the Pan Am Games

amazing race

Last week’s premiere for season 3 of the Amazing Race Canada was extremely successful, after being up 11.5 per cent in social engagement compared to last year’s premiere.

But Episode 2, unfortunately is a different story: engagement for the No. 2 installment this season is down 63.8-per-cent show over show and 40 per cent compared to the second episode last season.

Historically, however, we’ve found the second episode always suffers a slight hangover from the premiere, which tends to maximize buzz and viewership.

That said, the Amazing Race Canada is also facing competition from the Pan Am Games in Toronto along with the fact that the most popular competitors — UFC fighter Elias Theodorou and girlfriend Max Altamuro — have already been eliminated.

Elias Theodorou had the most Twitter engagement during the premiere. To add insult to injury, his Twitter mentions during the day of the second episode was higher than any of the show’s current competitors.

Also, TSN broadcaster James Duthie, who appeared on the premiere and is always a big hit on Twitter, was not part of the second episode.

So it could be said that Amazing Race Canada was lacking a bit of star power in its second week, along with dealing with added noise from the Pan Am Games.

The Pan Am Games has seemed to finally capture the attention of Torontonians, which represent the largest watchers of the Amazing Race Canada and traditionally, the region most engaged with Twitter.

So will the show gain more popularity on social media after the Pan Am Games? And which teams will be the people’s choice?

In the latest episode, wrestlers Nick Foti and Matt Giunta — who were the second-most popular contestants during the premiere — have now established themselves as fan favorites.

But leg winners Hamilton Elliott & Michaelia Drever were not far behind Nick and Matt in popularity. Hamilton, who identifies as transgendered, and his partner seem to have captured the hearts of several Twitter users:


amazing race stats
MediaMiser actively blogs about the Amazing Race Canada and leverages MediaMiser solutions to compile analysis on the show.

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The press release is not dead – 8 tips on getting it right

press release

Got some great news to share but not sure how to get it out there? Despite what you may have heard, the press release is not dead. It can still be the most effective way to relay information to the press, and ultimately the public. But it does take a certain skill to get it noticed.

Before you even begin, ask yourself the following questions:

  • Is my story newsworthy?
  • Would anyone outside my organization even care?
  • Is this a story that would interest me?

If you have answered an honest ‘yes’ to all three, then read on. If not, put the press release on the shelf until you have something truly worthwhile to report.

Here are a few tips on making sure your press release gets read.

  1. Write a killer headline
    Just like the subject line of an email or a marketing piece, a great headline will catch the attention of a journalist who gets a ton of these in their inbox every day.

    Make sure the headline starts with “press release” and ends with a clear and concise message. For example, if you have recently won an award for outstanding work, your headline (and email subject line) could read as follows: “Press Release – Acme raises $1 million for underprivileged children – wins X award”. See what I mean? Clear and concise.

  1. Start with a punch
    Once your email has been opened and you have captured the journalist’s attention, make sure the first sentence in your press release really grabs them. Your first line should be a summary of the story (in no more than 15-20 words) and read like the opening of a news story.

    Best practice for this would be to answer as many of the five Ws (who, what, when, where, and why) in the opening line of your release. Check out your daily paper for some great examples.

  1. Be concise
    Avoid the pitfall of being too verbose. The ideal length of a press release is about 300-400 words, which should equate to about three or four short paragraphs and a couple of quotes. If yours is longer than that, review and delete the unnecessary drivel.

    And if you have some key points to get across, there’s no shame in using bullet points to make information easier to digest, particularly if you’re including figures or statistics.

  1. Use quotes to provide insight
    Remember, a journalist may end up using the quote in their story word for word so make sure it provides insight and opinion. Ensure it reads like a real person is speaking and not a robot. Don’t use jargon or technical language. If quoting someone in your organization, ensure it is someone who knows their stuff. This is a great opportunity to position them and your company as a go-to source for whatever it is your company specializes in.
  1. Remember who is on the receiving end
    While it can be a useful background document for journalists, a press release isn’t a story. If you want to maximise your chances of getting press coverage, you will have to tweak your idea, and your release, for different publications or programs.
  1. Include a short outline
    This is a great pitching tip as journalists are busy people and get masses of information thrown at them every day. If you can make the process easier for them, then do it. Begin your missive with a short outline of your idea (no more than a paragraph) and where it might best fit in the publication you’re pitching to.
  1. Paste your press release in the body of your email
    Sending your release as an attachment is just one more way to get it ignored. Pasting it into the body of the email beneath your short outline is one more way to make it easy for journalists to pick your pitch. Photos can be helpful if they add something to the story, but avoid sending big files that will clog up people’s inboxes.
  1. Be persistent but realistic
    Most journalists are swamped with press releases, so it may take you a few attempts and a bit of chasing to land press coverage for your business. Don’t give up – determination can take you a very long way.
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