If you are in media relations, it’s no secret that newsrooms are shrinking and reporters have less time than ever to dedicate to stories.
According to The American Society of News Editors’ annual newsroom census released last week, 2013 saw a net loss of 1,300 full-time newspaper journalists.This means that if you’re a PR professional, you have to work even harder to get your story placed.
Here are a few tips to help you get coverage.
1. Make your pitches count. Is your press release or press event really newsworthy? If not, then it is even more unlikely that you will get coverage. In fact, in sending non-newsworthy pitches to reporters, you potentially harm your chances of getting press in the future.
2. Foster relationships. This hasn’t changed from when newsrooms were full and Craigslist was just an idea. Meeting reporters for backgrounders is a good practice, and any reporter worth his or her salt will welcome talking to you about potential news events.
3. Keep media lists updated. A media list you compiled at the beginning of the year is already outdated. Some of the reporters have moved on, and others are covering different beats. The more targeted and up-to-date you are with your list, the more success you will have in reaching a reporter.
4. Social media. Go directly to your client’s customers on social media, but remember that no one likes commercials. Engage in real conversations in a real voice, not one generated through legal or marketing departments.
5. Paid media. With earned media becoming more challenging, savvy media outlets are realizing businesses will pay to get placement. Just be sure you get information about ROI before you go this route. Placing an article in a newspaper that gets buried in its digital edition and is not searchable is a waste of time and money.
Tips provided by PR Daily.