With increasing competition for reporters’ attention—especially as newsrooms shrink, giving reporting staff more to cover—media relations challenges are mounting.
So, what can PR pros do to make our media pitches and press releases mouthwatering to the next reporter we contact?
Cision’s recent “State of the Media” report stated that journalists want more substance in media pitches. More than half (54 percent) said they pursued a story pitched to them because of “thorough product, event or topic details.”
Further, 68 percent of reporters rated press releases as one of the most important PR resources—proving the tactic isn’t dying off.
Here are a few ideas to “beef up” our press releases and media pitches:
1. Add data. Reporters adore data. It adds credibility to a story.
However, we don’t always have the luxury of being able to cite our own data. In that case, conduct research and find applicable data to cite from another source. It can add flavor to your press release or pitch, and reporters may just be more likely to bite.
2. Offer visuals. If you have compelling visuals to include with your press release or offer with your email pitch, do so.