Does your business have news to share? Are you hoping for a mention in your local newspaper about an upcoming grand opening, new staff member, product launch or unique offering? Do you feel uneasy about reaching out to a reporter to pitch the story? I can help!
For today’s PR Tip Tuesday, I’m teaching about earned media. Any mentions your business receives from local news outlets, magazines or online influencers is considered earned media. This means you did the work to EARN a placement in the press. Great job!
For today’s tip, I’m focusing on newspapers. Do people still read them? Yes! According to a July report from Pew Research Center, 73% of Americans follow local news. 43% of daily paper readers are getting their news digitally, and there are approximately 12 million monthly unique visitors to the top 50 U.S. newspaper websites. Printed newspapers are still in circulation to the tune of about 30 million daily and Sunday papers. Statistics show people are still reading the paper in print and online.
Unfortunately, newsrooms are getting smaller and doing more with less people. The best thing you can offer a reporter or editor is a quick and reasonable story pitch, a well written press release, contact information and grace. Here are a few tips to pitch your story:
1) Review your local paper’s website to determine who the best person is to hear your pitch. Look for a reporter or editor who covers your business’ beat. This type of information will be easier to find for larger daily papers. Some small, weekly papers no longer have beat reporters and everyone pitches in to cover all types of news. If no specific beats or reporters are listed, use the general info line.
2) Be kind when you call (yes, call!) and ask for a few moments of their time to pitch your story. Explain who you are, why you’re calling and give a quick pitch of what you’d like them to cover. Ask if they have any questions, and if they have a preferred communication method. Phone, email, text? Tell them you’ll follow up with an email, and do it. Send the email right away, with press release attached. Be sure to include your contact info. HubSpot has a great template for writing a press release.
3) Follow up within 48 hours of the event/launch/whatever you’re pitching. Remind the reporter and ask if he or she can attend. If not, don’t be offended. There are only so many people in a newsroom, and they have to prioritize. Also, don’t forget about breaking news. Even if a reporter commits to your event, they could be called away to an emergency situation.
4) If they can’t attend, ask if you can send in photos or if the paper would print the press release. Most will say yes - they want the content, but don’t have enough hands to go out and gather it. Follow up with high resolution photos, names and titles of everyone in them and a quick explanation of what’s happening in the photo. Say thank you!
5) If the reporter can attend, celebrate! Say thank you. Prepare for his or her visit by creating talking points for what you want to cover. Print a copy of your press release to give to the reporter. If you’re nervous about being interviewed, practice with a friend. If you’ll be photographed to go along with the story, dress accordingly. Be polite, confident and respectful of time. Remember: the reporter is there because you invited him or her, and wants to shed light on what you’re doing. Be a good host!
6) Share your print placements on social media! If your placements are also in the digital newspaper or the paper’s social media pages, share them from your own handles. Increase your reach and impressions!
I hope these tips are helpful! Let me know if you’ll be able to use these for your future PR plans, and if there are specific topics you’d like me to cover on future PR Tip Tuesdays!