PR Cross-Overs Pt. ll: Connecting the Dots
Diana Maria Lara
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In my earlier article about PR Cross-Overs: A New Brand of Influencers; I promised to provide examples of how to MAXIMIZE your news coverage. The size of the news market you are in should not determine the amount of news coverage you receive. For this article, we will focus on your local news as an example.
Having worked as a reporter in New York, (#1 in the news market) public relations professionals had plenty of options available to pitch a story. If one reporter or news outlet passes on a story because it isn't "sexy" enough a PR rep will pitch to another and another. In a smaller news market like Cincinnati, Ohio (#34 in news market) there are fewer available local broadcast outlets to pitch. A smaller pool of resources does not necessarily mean less coverage. Get creative. It is about making every story count. Maximize the reach of every story you pitch.
Fluency in another language helps; however I have used this method to double coverage in English speaking markets only. I do speak Spanish fluently and one day realized this was my key to open the door to a sizable new audience. For some reason, I had my bi-lingual abilities buried at the bottom of my resume.
Example:
Here is a recent story of a violist from the Cincinnati Symphony Orchestra, Christian Colberg. A talented musician who composed a viola concerto to be performed during a concert in October 2018. In a small news market, you may have one or two arts reporters in town if you're lucky. Odds are they are flooded with pitches from every arts organization, and sometimes cannot get to your story. PR pros are aware that pitching a specific story like this outside the arts writers beat can also be challenging.
Here is a formula I have found success with while promoting both a sizable 12,000+ employee organization and a smaller non-profit organization.
1. Write it yourself! Not a press release. Write the story as a news reporter would. Take them on a journey.
Identify the key points of your story. How would you want a reporter to tell the story of your business or service? Include a quote or two from appropriate leadership. Insert photos or videos w/captions as visuals increase the chances of peaking the interest of the news desk.
2. Post it!
A reporter or news desk does not have time to sift through hundreds of press releases they receive in a day. Give them the highlights. If you are writing content in a newsworthy way, you are making life easier for the reporter, and they will love you for it. You now have a link to embed in your media pitch. Write your tease in the body of the email and include the link which leads them to the story on your website.
- Here is the story I wrote about principal violist, Christian Colberg . You can also watch a brief video in Spanish here
Writing three lines as a tease in the body of the email along with the link above, I put the following in the subject line: Livin' La Vida Viola_For Immediate Release. Peak the curiosity of the news desk an you'll increase the chances of your email being opened. If you lead with-For Immediate Release, in your subject line, you will blend in with thousands of others who use the same lead.
Christian Colberg is a resident of Cincinnati. However, I learned he was born in Puerto Rico. The Hispanic news outlets would not need a hook to cover this story. It is an inspiring story no matter what language you speak. Still...I needed to tie it in with something else for the non-Spanish speaking media. It was still Hispanic Heritage Month, and that became my hook. It is a positive story for a news station to feature celebrating a nationally recognized month. And one did. Thank you Charisse Gibson at Fox 19.
Watch Fox 19 news clip here
Next pitch...Publications in English
Last but not least, Spanish speaking media outlets:
Mujer Latina Today Facebook Live Interview
You get the idea.
Use your written content rather than a press release where possible. This story appeared SEVEN times which includes my original content. By shifting your angle or your pitch, writing like less like a PR rep and more like a reporter while including culturally diverse communities, puedes MAXIMIZAR your storytelling reach which in turn, increases the value you bring to an organization or brand!
Share if you decide to try these tips. Would love to hear from you.