PR professionals

 

30-second tips for PR professionals NUMBER EIGHT

To regionalise, or not to regionalise?

 

HUNDREDS of press releases sent to national papers every day break their findings down by region. Is there any point?

No.  But sometimes yes.

The nationals are unlikely to get excited by regional variations unless they tell a story.   So if there’s a huge disparity that can be explained, or a huge disparity that can’t be explained, either might work.

If the figures overwhelmingly reinforce a regional stereotype – or overwhelmingly confound it – then that could be the story.

But if they do none of the above, keep them out the nats and use for regional papers.

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

 

30-second tips for PR professionals NUMBER SEVEN

If you've got 'em, flaunt 'em

 

Great figures will grab a newsdesk, so don’t be mean.

If your headline stat is “wow”, then milk it for all it’s worth.  Share the gender breakdown. Include age, professions, whatever.

Every extra stat is another brick to help the journo to build their story. More bricks, bigger story.

And if there’s a Top 10, a chart or a table, then so much the better.

Don’t ration them out like a kid’s sweets.  You’ve paid for the research, you may as well exploit it.

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

 

30-second tips for PR professionals NUMBER SIX

 

Don't be product-pushy

 

Newsdesks don’t care about your product.

They want stories.  And they’ll happily spike a press release for being too “product-pushy”.

This shouldn’t come as a revelation.

In truth it’s the single biggest lesson that PR professionals fail to learn.

Journalists pride themselves on not being taken in, on being independent-minded . . .  and on being above giving someone a shameless free plug.

Their agenda is to give their readers something new and fresh.  And your challenge is exactly the same.

Except you need to subtly – yes subtly – include your client in the story.

Good luck!

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

 

30-second tips for PR professionals NUMBER FIVE

Forget Hallowe'en

 

Unless you had a genuinely “wow” story, it was probably a flop.

A thousand other PRs were scraping similar barrels, desperately trying to breathe new life into well-worn themes.

My advice: Don’t go with the crowd.  Do different stuff.

Newdesks don’t have too much of an appetite for pumpkins, especially when they come with a commercial agenda.

The client may say: “It’s Halowe’en, let’s do a story”.  I say scare ‘em off.

Your efforts, and their efforts, are going to achieve far more creating something else entirely.  Something different.

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

 

30-second tips for PR professionals NUMBER FOUR

Zzzzzzzzzz

 

Don’t be boring.

Plenty of PR people are. They bang on about whatever excites their client.

And forget that it’s dull, dull, dull to the rest of the world.

Newspapers want stories, not messages.

Yes, clients pay the bills and call the shots.  But they rarely understand the media.

Show then tough love. Beat them with a stick . . . Whatever it takes to convince them that they need to be interesting.

Unless they’ve invented a money tree, or they’re offering £100 trips to the moon, the story needs to be about something more gripping.  Whatever they’re selling must come second.

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

 

30-second tips for PR professionals NUMBER THREE

Marks out of 10?

 

Pick up any national newspaper today, find a NIB (news in brief) column, and consider how much “wow” each of those stories has.

Now rate your press release against them. Step outside the PR bubble, forget the client, think like a journalist, and give it an honest mark out of 10.  Hand on heart, does it beat what’s in print?

That’s what PR professionals are up against. Newsdesk are bombarded daily with thousands of stories, and have space for dozens.

If your offering doesn’t pack a heavier punch than anything else that’s going in a world of weirdness and wonderfulness, then it won’t see the light of day.

So always go for the best, hardest, wackiest, attention-grabbing  top line. And don’t be bullied by a client who wants publicity, but with a dozen conditions.

They need tough love. Pander to their whim and they’ll love your news release . . . but hate the coverage.

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

 

 

30-second tips for PR professionals NUMBER TWO

Change an intro, save a life

 

 

If you can’t grab a newdesk with your top line, then go home.

There is nothing more critical than the intro.

You can craft the loveliest words in the world for your client.

But nobody will read them if the interesting bit is buried in the sixth paragraph.

Copytasters are so-called because they taste the copy.

They make that “save or spike” decision based on a tiny mouthful, not the whole banquet.

So get your hardest news line into paragraph one, and save your story from certain death.

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

 

 

30-second tips for PR professionals NUMBER ONE

Three parts story, one part client

 

Newsdesks aren’t there to promote your client. They’re looking for stuff that will stop their readers turning the page.

So do yourself, and your client - and the newsdesk -  a favour:

Stop banging on about the ins and outs of Dull plc and their latest product, and give a journo the thing they crave – a good story.

You’re competing with acres of celeb fodder, real news stories and a pack of other PRs.

So you need to wow them with something that’s genuinely interesting, original or quirky.

In return you can reasonably expect a namecheck and a decent quote.

Give them three parts story to one part client, as a rule of thumb.  Enough of the client to get a mention, but not so much that the newdesk feel you’re whacking them over the head.

Cascade News has a phenomenal track record in re-working stories for PR professionals to get great national news coverage. For free.  Why not give us a call, or drop us an email?

(See what we did there?)