Ever wondered why your press release gets no response yet rival businesses seem to always be hitting the headlines?
Journalists receive hundreds of press releases every week. Their inboxes are usually full of the latest news stories with businesses all vying for their attention.
So, what do reporters hate to see in their inboxes?
Having worked as a journalist for over 15 years I have a fair idea of what makes a good story and what will catch a journalist’s attention, but I decided to get out and talk to some of my contacts about their own pet hates.
So, thanks to some of the Midlands top tv, radio, business and local media reporters here is a summary of the top 5 things that instantly stop reporters reading your pitch.
- Not knowing your area
One of the main reasons your story will get side tracked is if you don’t pay attention to the circulation area of the publication you are targeting. One local newspaper reports that up to half of all press releases they receive aren’t even relevant to readers in their area. If you are targeting a Derby media outlet make sure that your company is based in Derby. Selling products in that area or having a few customers there isn’t enough the stronger you can show your connection to the relevant area the more interesting you become.
- No substance
Don’t just tell people your products are great get real life people who can talk from the heart and bring your story to life. A great case study can make the world of difference to whether your story is seen as news worthy or not.
- Grammatical errors and clunky writing
Don’t underestimate the power of good writing. A well written story will stand out and make the journalist’s job so much easier. Journalists receive hundreds of pitches a day so sometimes a great story can get lost if you don’t spell it out for them as they haven’t got time to find the angle in your words. If you aren’t great at writing find someone who is and make sure you don’t miss that opportunity.
- Lack of images
They say a picture is worth a thousand words and in the world of media that couldn’t be more true. Every media outlet will look for an image to go with their story. In TV it is all about images and if you can’t tell your story on camera it wont work but even radio and newspapers need images for a story too. Most radio stations have websites where they post their stories so if you have an image to go with your story it may go online as well. In newspapers the larger articles all carry imagery so if you haven’t got a good picture you are already shortening the length of your story as it can’t be used for anything more than a small add on article. So, when you are thinking of what you want to promote always think about what picture will go with that and whether it is worth getting a photographer to help you.
- Missing the news angle
This is something a lot of journalists mentioned to me when I asked for their pet hates. For a story to be interesting it has to be relevant and newsworthy. Editorial is not an advert for your business so think what benefit your story is bringing, why would people be interested? It can be hard working out what the news angle is for your business but there always has to be a hook which makes your story newsworthy and stand out. If you are struggling ask someone to help it can be easier for an outsider to see the angle as it is hard to write about your own successes.
Making your story stand out is an art. It means you need to understand what makes a good story, which journalists would be interested and how to get their attention.
Following these steps will help to hone your story but aren’t the only answer. Once you’ve grabbed the media’s attention you need to know how to take that idea and turn it into page turning content.
If you are struggling to gain coverage, give Creative Word PR a call. We help businesses with flexible, affordable PR support that gets you noticed.
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