April 14, 2021
Journalists get sent hundreds of media releases and interview pitches a day. Here’s how personalising your communications strategy will achieve maximum impact and results for your brand.
Once you’ve got your newsworthy story that you’re ready to share with your audience your next step is to plan how it will be distributed.
People connect with people so if the media outlets that you’re targeting even get a whiff of a blanket email they might ignore you! The way you send your email and how you format your pitch or media release can be the deciding factor for an editor to take notice of your news item.
With over 20 years of experience, 20 local and international awards for excellence in PR and relationships with a plethora of media contacts I am here to champion your story. If you are ready to explore working together, let’s have a chat!
Here are my top three tips when it comes to personalising your communications strategy:
1. Adapt your media release for your top 5 hit list
Who are the top 5 news outlets that you would like to pick up your media release? Why will their readership be interested in your article? Have you adapted your release to their tone of voice and style? Are you giving them valuable insights?
These are all questions you should think about when it comes to writing and distributing your next media release. Our job as publicists is to make it easy for journalists to choose to run our story. If the message and format does not align with their publication your release will be ignored and your next email won’t be opened!
When personalising your email and media release to the top 5 publications you’re hoping to be successful with, think about the key points that will stand out toy our contact. Avoid any fluff and be direct!
2. Adapt your media release for different sectors
If you’re pitching your story to different industries what is the hook that will speak to them? For example, if it’s an event you’re promoting what is in it for each of the sectors that you’re speaking to? People want to know what’s in it for them. Once you peak their initial interest they will be more likely to read on.
Follow the ‘Inverted Pyramid’ format!
Start with the most important information first, followed by secondary details (including quotes and other details in descending order of importance), include any additional information last. Your additional information is where you may put boiler plate copy, full details of an event and who your contact should reach out to for more questions and media assets.
3. Alter your interview questions for each target audience
So, your desired outlets have noticed your press release and would like a further interview – great news! Next you must think about your interview questions from the perspective of your reader and interviewee. What will your target audience be most interested in finding out more about? Who is your interviewee and how can you get the most out of them?
By taking note of these tips you should notice a difference when you distribute your next media release.
Want to discuss this further? Feel free to reach out to me and I will be more than happy to help! Email me today at firstname.lastname@example.org
About Louise Nealon
Award-winning Communications Director, Louise Nealon, helps purpose-led organisations and minority groups that support humanity, to be visible and heard – in order to create positive change in the world.