How To Stay Out Of A Reporter’s Trash Can (Part 1)
Fact: Editors and reporters are buried with more press releases every single
day than they can use. And 99% of those releases usually get tossed in the
trash. I speak from experience: when I was a reporter, I got tons of releases,
and into my trash can they usually went.
Why? Usually because my paper didn't cover the industry or the sender's
geographic area. Simply put: I wasn't the right target.
So one of the best ways to begin staying out of the trash bin and in the
reporter's mind is to make sure you're targeting the right media. So what
counts as 'right'?
The best way to start is to target publications, programs and reporters in your
area that (1) cover your industry and (2) your customers and prospects read.
For example, if your company markets 'business-to-business', target trade
publications and journals. If you're customer base is 'John and Jane Q.
Public', the local neighborhood or regional newspaper is a great place to
start. And if you aren't sure, ask your customers! Survey them. You'll spot
plenty of patterns in the feedback.
Remember, it's all about targeting. Reach the right media and you'll have a
better chance of scoring an 'ink hit.'
Fact: Editors and reporters are buried with more press releases every single
day than they can use. And 99% of those releases usually get tossed in the
trash. I speak from experience: when I was a reporter, I got tons of releases,
and into my trash can they usually went.
Why? Usually because my paper didn't cover the industry or the sender's
geographic area. Simply put: I wasn't the right target.
So one of the best ways to begin staying out of the trash bin and in the
reporter's mind is to make sure you're targeting the right media. So what
counts as 'right'?
The best way to start is to target publications, programs and reporters in your
area that (1) cover your industry and (2) your customers and prospects read.
For example, if your company markets 'business-to-business', target trade
publications and journals. If you're customer base is 'John and Jane Q.
Public', the local neighborhood or regional newspaper is a great place to
start. And if you aren't sure, ask your customers! Survey them. You'll spot
plenty of patterns in the feedback.
Remember, it's all about targeting. Reach the right media and you'll have a
better chance of scoring an 'ink hit.'
Next month: 'What counts as 'newsworthy'?'
Julie Ann Waid is owner of Waidwrites Communications, a full-service
writing and editing firm specializing in marketing communications. Sign
up for her free e-zine of monthly tips at www.waidwrites.com and get a
free, five-day e-course: "How To Get Better Results From Your Business
Writing (From Memos To Ads)"
2005, Waidwrites Communications. All rights reserved.
Fact: Editors and reporters are buried with more press releases every single
day than they can use. And 99% of those releases usually get tossed in the
trash. I speak from experience: when I was a reporter, I got tons of releases,
and into my trash can they usually went.
Why? Usually because my paper didn't cover the industry or the sender's
geographic area. Simply put: I wasn't the right target.
So one of the best ways to begin staying out of the trash bin and in the
reporter's mind is to make sure you're targeting the right media. So what
counts as 'right'?
The best way to start is to target publications, programs and reporters in your
area that (1) cover your industry and (2) your customers and prospects read.
For example, if your company markets 'business-to-business', target trade
publications and journals. If you're customer base is 'John and Jane Q.
Public', the local neighborhood or regional newspaper is a great place to
start. And if you aren't sure, ask your customers! Survey them. You'll spot
plenty of patterns in the feedback.
Remember, it's all about targeting. Reach the right media and you'll have a
better chance of scoring an 'ink hit.'
Fact: Editors and reporters are buried with more press releases every single
day than they can use. And 99% of those releases usually get tossed in the
trash. I speak from experience: when I was a reporter, I got tons of releases,
and into my trash can they usually went.
Why? Usually because my paper didn't cover the industry or the sender's
geographic area. Simply put: I wasn't the right target.
So one of the best ways to begin staying out of the trash bin and in the
reporter's mind is to make sure you're targeting the right media. So what
counts as 'right'?
The best way to start is to target publications, programs and reporters in your
area that (1) cover your industry and (2) your customers and prospects read.
For example, if your company markets 'business-to-business', target trade
publications and journals. If you're customer base is 'John and Jane Q.
Public', the local neighborhood or regional newspaper is a great place to
start. And if you aren't sure, ask your customers! Survey them. You'll spot
plenty of patterns in the feedback.
Remember, it's all about targeting. Reach the right media and you'll have a
better chance of scoring an 'ink hit.'
Next month: 'What counts as 'newsworthy'?'
Julie Ann Waid is owner of Waidwrites Communications, a full-service
writing and editing firm specializing in marketing communications. Sign
up for her free e-zine of monthly tips at www.waidwrites.com and get a
free, five-day e-course: "How To Get Better Results From Your Business
Writing (From Memos To Ads)"
2005, Waidwrites Communications. All rights reserved.
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