I came across an article the other day at getinfrontblogging.com
The article, written by former reporter Susan Young says that PR professionals can’t effectively pitch stories to the media unless they think like them. Her five tips are:
1. Answer the question, “Who cares?” When writing a pitch or a press release, make sure you can answer the reporter’s question of “Who cares and why should I cover this story?” Make sure your press release is identifiable with that reporters core audience and that they would care about this topic.
2. Understand the medium. Make sure your story is appropriate for whatever medium it will be shown on. If the story is visually appealing, don’t use it for radio and vice versa.
3. Put a face on your story. People love stories about other people. The human factor draws people in.
4. Find something new. Look for statistics, updates, or a fresh angle that hasn’t already been exhausted with this topic. That will make the journalist more eager to cover it.
5. Give them the right tools. If you are pitching to a radio station, give them a sound bite they can use during the newscast. If you are pitching to a television station, give them a video clip. A journalist is more likely to use your piece if you make it easier for them.