Market Fresh Friday
Pitching & Media Relations
Presented by Samantha Craven
Defining the Pitch
•Two ways to “pitch” your story to mediaoThe press releaseoThe pitch
• How do you decide which is best for your story?
Advantages of a Press Release
•Share news with many media contacts•Easy media coverage
Advantages of a Pitch
•Pitching is one-on-one•Build relationships with media
Targeting your Press Release
Who should you pitch your story to?
•List of reporters/media contactsoBuild list manuallyoUse media database
– CisionPoint– Vocus
Targeting your Pitch
Who should you pitch your story to?
•1-2 targeted reporters
Planning a Press Release
Consider this:•What is the key message?•Who is the primary audience?•What objective does the news release serve?
Elements of a Press Release
•Logo•Date•Headline•Subhead•City of origination•Lead paragraph•Quotes•Links•Boilerplate•Contact
Tips for Writing a Press Release
• Short, succinct headline and subhead • Lead should clarify relevance of news• Tie to current news or trends• Write simply—use active voice, be direct, clear• Follow the AP Stylebook• Important information in the first 2 paragraphs• Length
o200 to 300 wordso2 to 3 sentenceso5 to 6 paragraphs
Sending a Press Release
• Send by email or fax• Do not send as an attachment• Include links• Avoid the spam folder
Elements of a Pitch
•Introduction•Explanation•Key message•Call to action
The Pitch
•Connect with journalists one-on-one•Many forms—letter, email, phone call, Tweet•Be clear about what you want•Make it relevant•Establish a relationship•Be creative
Measuring your Success
•Count clipsoSearch for mentionsoGoogle news or monitoring serviceoAccurate count of stories
•Calculate impressionsoHow many people saw your message?oBased on circulation or unique visitors/monthoRough estimate of message exposure
• Which type of measurement is right for you?
Media Relations
•Make follow-up calls quick and direct•Keep trying•Have a plan•First impressions are important!•Line up spokespeople
Tips for Media Interviews
•Understand purpose•Assemble data•Talking points•Concise speech•Relax!
Other Types of Media Relations
•News Conferences•Media Tours•Press Parties•Crisis Communication
Questions?
•Any questions?
•Thanks for participating!•If you have additional questions after the webinar, contact me:
• Remember to follow Missouri Partnership on Twitter (@MoPartnership) and like us on Facebook!
• Join us Friday, Oct. 5 for Advertising and Messaging
