Question

Topic: Advertising/PR

How To Get A Story Picked Up By Major Us/uk Media?

Posted by aspalato on 8/11/2008 at 7:32 AM ET 250 Points
The PR campaign is about a innovative travel guide for mobile phones introduced for certain destinations in Europe. It is developed by a small company but has already picked up major industry endorsements and awards, and the story has many other newsworthy elements.

One of the specific goals of this PR campaign is to get noticed by major US/UK media, global media brands like NY Times, CNN, The Times, BBC ... etc.
To increase the chances of that, research was done for each media. The idea was to identify journalists that covered similar stories before and press release will be customized for each one, the main story emphasizing issues that they covered before, with this new angle. There will also be an online press kit to support this.

Other than that, what can be done to increase the chances of getting this story published, and what are some of the mistakes to avoid?

The obvious problem is that these target media are presumably swamped with press releases every day, so how we can stand out among the crowd other than putting the press release professionally.
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RESPONSES

  • Posted on 8/11/2008 at 8:37 AM Member
    There is a site called PRNewswire that provides that service. You become a member, then pay per press release for optimization into your target market(s). It's used by an enormous number of media people each day.
    I haven't used it myself [yet] because my business caters to a very specific audience, but I've gotten raves from many business contacts that it's the best way to do a press release.
  • Posted by Jay Hamilton-Roth on 8/11/2008 at 8:42 AM Member
    Something newsworthy only if it has general usefulness to the publications readership. Your awards and endorsements are nice, but not newsworthy.

    For example: Has your software saved someone's life? Did it save them a lot of money? Prevent them from being ripped-off? Help someone create a new business opportunity?
  • Posted by aspalato on 8/11/2008 at 9:04 AM Author
    sfowler,
    thanks for the tip

    Jay,
    you make a valid point, but it only partly solves my problem.
  • Posted by J Geibel on 8/11/2008 at 9:56 AM Accepted
    You're doing everything correctly, based on what you have described. One of the differences between effective public relations and mere publicity is the research element.

    I endorse the use of PRNewswire (in addition to individual media contacts), which is what I use for major client releases. It will get you large-scale, immediate distribution and is also archived for future research and story development by journalists.

    Don't concern yourself too much with the so-called "newsworthy" criteria - that decision is made by each journalist and publication - don't try to second-guess it.

    Follow up (or concurrently with) the wireservice release with contacting the journalists you have identified through your research as the ones who have done similar topical coverage and send the release (email is preferred format for most) with a short cover note to each of them. References to their prior, topic-related articles will get you bonus points. However, do not get shrill or assumptive - simply suggest that they might find your product/service interesting and then validate that comment. If you have identified several contacts at a publication, no harm in sending the release to each one. DO NOT follow up with a call or other contact and ask them: "Did you get the release?" - that is a big no-no.

    Also - although your target is mainsteam media - don't forget the travel media, websites and blogs. Many times mainstream journalists scan those looking for new products and services, and use them as a form of vetting - so you want to be there, too.

    Travel-specific publications (such as Fodor's - which is what I use for travel reference) may have opportunities also - such as their website or freelancers who work for them.

    If you are doing this program in-house, an additional professional resource is Bacon's Media Directories, backed up by their QuickSearch online update service. Bacon's is very extensive, and often contains additional information as to what topics a reporter or editor covers, and how they prefer to be contacted, sometimes even the days of the week to send them releases. If you use a public relations professional or agency, they should already have it.
  • Posted by michael on 8/11/2008 at 6:43 PM Member
    The biggest mistake, as with any press release, is to assume that getting it picked up will generate the sales needed.

    PR is just a small portion of your marketing efforts.

    Michael
  • Posted on 8/12/2008 at 2:45 PM Member
    Hi aspalato:

    You might consider a VNR - video news release - which you can Google for more info. They can be expensive, but you might get milage via UTube and other video sites.

    Another approach would be to create a viral "news" video and launch it yourself.

    Best of luck, Katie.
  • Posted by aspalato on 8/13/2008 at 3:45 AM Author
    J,
    thanks, I am looking for such specific do's and don't s

    Michael,
    yes I am aware of that, this is just small pebble in the total marketing mosaic but, for a number of reasons, an important one in this case

  • Posted on 8/18/2008 at 11:08 PM Member
    If you have the budget, you may want to consider hiring a PR professional to write a release and pitch to the media. Many of these professionals have industry contacts or at the very least have access to Bacon's or Vocus, which were mentioned above as great media databases.

    If not - stay abreast of the hot 'topics' in the news and figure out how your story can tie in. Try pitching a 'feature' release with a specific story element and also an interview release positioning the company owner as an expert and sample topics he can speak about. Be sure the release is not a blatant advertisement for your product.

    After you send your first 'pitch' by email, follow up with a phone call. Make sure the call is short and sweet (even script beforehand) and bring up a relevant point in the press releases article or a new item you think might be interesting.
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