The Press Release Isn’t Dead Just Yet

More than 100 years have passed since the first press release was issued in an attempt to control how an Atlantic City train wreck was reported. The New York Times in 1906 published the statement in its entirety, and from then on, the press release became a tactical staple of public relations.

But the press release’s age is showing. It’s not as short and sweet as a tweet or text. It’s not as personal as a Facebook message.

The press release isn’t ready to die just yet, though. It’s still an effective support piece to help flesh out news and provide solid background for accurate reporting. Media continue to publish excerpts from press releases, and some outlets even publish releases verbatim.

Major news outlets also continue to use quotes from press releases as the demand for digital news imposes breakneck deadlines on reporters who don’t have time to interview sources before filing their stories.

But press releases are rarely read without the accompaniment of a compelling pitch. Succinct, highly customized pitches are, and will continue to be, the most important tactic in landing media coverage.

Pitches can be made through any medium – phone, email, Facebook, text, tweet – if there’s a way for one human being to communicate with another, a strong pitch can be made.

Just make sure your pitch doesn’t resemble a press release. A pitch should be tailored to an individual reporter and contain concise story elements that clearly underline why the reporter’s audience will care. A well-crafted pitch will capture a busy reporter’s attention and get him or her to read your press release, which ultimately will pave the way to the development of a news story.

Otherwise, the time spent on a release is somewhat wasted.  And now that the press release is entering its golden years, its time is especially valuable.

Should You Be Exclusive?

So you have a great news story and you want to share it with the world. You probably want to write a press release, orchestrate a news conference, and call every reporter you know. But you may actually get more bang for your buck with a strategic exclusive to a single media outlet.

Media has become increasingly competitive, and now more than ever, many outlets want to be the one to break a big news story. How can one story be better than many, you ask? Answer: A single media placement can unleash a wave of other stories in its wake.

As part of our ongoing media work with the National Skills Coalition (NSC), an organization whose goal is to raise the skills of America’s workers across a range of industries, CG&A led an exclusive media strategy in the nation’s largest (and most challenging) media market – New York City. The team strategically chose The Wall Street Journal as a primary target, and arranged for an exclusive story on an NSC study about the growing demand for middle-skills jobs and training in New York. The placement helped launch stories in other key areas of New York state, including Rochester and Albany, and positioned NSC to place opinion pieces in New York City and other influential regions.

CG&A employed a similar strategy for NSC in Massachusetts with an exclusive Boston Globe story that led to hundreds of media placements around the state.

When considering an exclusive, think about which particular media outlet would be the right fit for your story. Does it reach political figures, industry heads, or business leaders? Is the story best told in visual TV format or will it work better in a longer-form print piece? Is there a particular reporter who knows this subject closely and is a media influencer? Also think about having one to three target outlets, and prioritize whom you’ll shop the pitch around to first, then next, if your initial overture doesn’t pan out.

Once you’ve identified and reached out to your top-choice media outlet, maintain an open dialogue with the reporter about the terms of exclusivity. Remember an exclusive means the news outlet you’re working with gets to publish or broadcast your story before the information is shared with others.

An exclusive may seem like a gamble, but the payoff can be great. If you don’t want to “try this at home,” CG&A can help.

Close Encounters with an Endangered Species

A few weeks ago more layoffs were announced at the Chicago Sun Times, leaving many wondering, Who’s left? A significant staff reduction has also taken a toll on the Chicago Tribune.

Shrinking newsrooms and fewer outlets equal fewer opportunities for valuable media exposure. It’s an equation all organizations are challenged with when it’s time to introduce a new product or service, make a major announcement or build momentum around an issue.

Fewer media opportunities mean heightened importance of each one, especially in the digital media sphere, where a quote or interview can make its way around the world in seconds.

For even for the most seasoned CEO, regular media training and interview preparation are crucial investments. Media preparation will strengthen the impact of your messages and boost your confidence with reporters.

Here are CG&A’s top five tips for a successful interview:

• Be prepared. Know your key messages inside and out.
• Anticipate tough questions. Reporters don’t usually try to blindside you in an interview, but that doesn’t mean they’ll only be pitching softballs.  Be ready with answers to the questions you don’t want to be asked.
• Practice techniques like “bridging” and “flagging.” This is your way of taking control of the interview and steering the reporter back to your favorite topics.
• Never say “no comment.” But don’t be afraid to say “I don’t know.”  The “don’t know” response, however, should be followed with a promise to get back to the reporter with the answer.
• Don’t panic. With a little help from the experts, you can learn to handle media interviews like a pro. CG&A can help prepare you for any close encounters with reporters.

 

CG&A Sound Bites

• Carolyn Grisko is in DC this month, helping the Airport Cooperative Research Program grapple with how to build support for airport capacity projects like new runways and terminals. CG&A has expertise in aviation issues and transportation public education programs.
• Gretchen Wieland joined the CG&A team in May as project coordinator. Gretchen comes to the firm with nonprofit communications experience in numerous sectors, including environmental work, disaster relief and higher education. She provides communications support for clients such as Gift of Hope, U.S. Cellular and Rush University Medical Center.
• Ambar Mentor, senior project director, moderated the panel “Pitching Broadcast News in a Changing Media Landscape” at the Community Media Workshop conference June 9. Ambar also serves as a consultant on “Media Mechanics,” a one-on-one coaching with a media industry professional designed to address specific communications needs.
• Metromix named project director Nick Nottoli’s soul band, The Congregation, as one of the top acts headlining this year’s Taste of Chicago. The band recently released its debut album, Not for Sleepin’, and will be playing at several of Chicago’s festivals and music venues this summer.