If there’s one thing I always tell the college students I meet is… do an internship! I cannot stress enough the importance of why every student should complete at least one, if not several, internships while still in school. The benefits are immense, and ultimately can lead you to employment, which is how I landed my first job just two weeks after graduation.
If you’re in business there’s a good chance you may one day be called upon to give a media interview. The thought of doing one might be a bit daunting but like anything else, the more interviews you do, the better you’ll become at perfecting them. Here are the top 5 tips you need to know when it comes to the media interview.
In our business, the press release has always been the primary tool in which we share information regarding our clients with the media. One hundred thirteen years to be exact (written by the PR legend himself Ivy Lee, also a former NYTimes reporter)! Dating back to 1906, the press release has been a staple in our industry, and even as technology has evolved throughout the years, it has remained a key device in the toolbox of some PR professionals’.
Sometimes I wonder though, with all that’s changed, especially now, in a world dominated by social media and instant connections, is the press release still a valuable asset or are these more precise and effective ways a better choice when it comes to conveying information? Depending on who you talk to, you’ll probably get a difference of opinion. There are industry professionals who will tell you the press release should have long been retired, some think its dead right now, and others believe it’s still a viable medium.
This got me thinking about the issue of whether or not the press release is obsolete, and if it isn’t entirely, should it be? I must admit I do find them to be a bit “boring,” especially now when there are so many other options to get our clients out there and in front of the right people. Editors are constantly being pitched with creative hooks and storylines that sending a copy and paste of a release just doesn’t stand out like it used to.
That’s not to say I have completely laid the historic tool to rest just yet. There are certain situations, although minimal, in which I will use one. For instance…..
A business oriented client is announcing a raise of say a few million dollars and they want to announce the news on the wire, as a way to increase their SEO on the topic.
To increase SEO without posting it on the wire.
At times I will use the press release as a reference when attaching it to my formal (creative) pitch. In this case I’ll include more details about the announcement in my press release, including a quote or two from the brand rep so that a writer can review it for further details.
I have found that the best way for myself and my team here at JMGP PR is to secure a placement with a creative/targeted pitch offering an exclusive to an editor. The goal, figure out a story that is important and timely, then weave in your news.
Over the years I’ve made some real connections with editors and on occasion, have had the opportunity to bring up this particular debate. One editor in particular, who I work with on a consistent basis, admits that when press releases overtake her inbox she often finds herself hitting delete without ever reading. As a PR professional, I had to know why and the answer was quite simple. With so many press releases pouring in along with pitches, wading through the emails is extremely time consuming.
For the releases she does open, they don’t stand a chance if they are lengthy. What she wants is something creative and concise, and feels tailored, not general copy that was blasted out to hundreds of other media outlets.
Not only did I find her reasons interesting, I made sure to make a mental note of them because if she felt this way, I had to believe so did a lot of other editors. And that’s one of the things I love about this business; no matter how long you’re in it, you’re constantly learning something new.
There is no right or wrong answer on this subject, and while some of us have moved away from using the press release and found alternative methods to share our clients’ news, others continue to believe it is still a useful tool.
So….I’m calling out to all editors, journalists, and industry professionals. What is your take on the press release? Do you think it’s still alive, on its way out, or completely extinct? Share your thoughts and stories with us here at email@example.com. We’d love to hear from you!
As literary great J.K. Rowling once said, “A good first impression can work wonders.” And that had me thinking about how important it is in business to bring authenticity to everything we do, and do it well, right from the start. Even before we land a client, we need to think about the approach, and the best way in which to highlight why we are the right fit.
One of the things I love about this business are the opportunities to connect with other creative people, and from time to time, share some of the knowledge we’ve learned along the way.
Recently, I had an opportunity to connect with someone I had met at one of the business groups I belong to, and while she wasn’t a publicist per se, her field of expertise includes managing talent. In the process of getting press for a client, she asked me to look over a pitch she had put together to send to an editor. Of course I gladly said yes, and not only was I able to help her out, it sparked the idea to share with all of you some of my tips on crafting an effective pitch. First impressions are lasting – hopefully I’m leaving my mark with this one!
Know who you’re pitching – Be completely aware of who you’re pitching and their target audience. Is the person or product a fit for them, is your pitch related to what they usually cover? A little bit of research beforehand can go a long way.
Story angle should be front and center – As soon as you start your pitch, your angle should be upfront and to the point in a clear and quick way. A long-winded pitch takes way too much time for the recipient to read and you want to let them know you value their time. Be clear right from the start on what it is you’re looking for.
Credits upfront – Point out your client’s credits right from the start. If they’ve won an award, been recognized in their field for something specific, or are number one at something, those kinds of accolades should be shared from the start. They add a level of credibility to your client so why not allow those achievements to pop.
A brief description in the body – What makes your client unique? You know why your client is a standout, now it’s time to share their value. Make sure to address questions like, why will the audience will be interested in the story, why it will attract traffic and interest? You don’t want your recipient to have to ask themselves these questions, the last thing they’re going to want is extra work.
Indicate additional information is included – There’s a good chance you may have additional information in the form of images or even press articles and it’s always a good idea to include as you wrap up your pitch. Don’t suggest that you have the information and can send if requested; share it from the get-go. You want to make saying yes as seamless as possible.
Social media engagement – While this is not directly related to one particular pitch, social media engagement can lay some groundwork with a particular outlet. With a couple of likes, and even a few comments, you can put your company’s name on their radar, or at the very least, leave them with that familiar feeling.
Craft a unique pitch for every recipient - No matter how many people / outlets you’re pitching your client to, do not, and I repeat, do not send out a generic email. A copy and paste job can be spotted a mile away and is a sure fire way to have your email sent straight to the trash. Avoid using templates as well – authentic pitches, while a little more time consuming, will wind up proving to be more successful in gaining placements for your clients.
Media outlets, editors, journalists, all receive countless pitches on a daily basis so it’s extremely important to do everything in your power to make the ones you send stand out from the rest. Get creative, be authentic, and remember, first impressions are often lasting impressions.
What are some of the ways in which you approach putting together an effective and creative pitch? We’re all about collaboration here at JMG PR and would love to hear from you!