“I’m having the hardest time getting editors to care about it.”
This week I led a PR roundtable discussion with a number of marketing professionals on behalf of one of our clients.
Many of the individuals I met with had the goal of getting their business in the news, but they were struggling with connecting with editors or assignment editors in a way that resulted in a story. One participant shared the above in an exasperated tone. I could hear her saying, “I care! Why don’t they care?”
Because, quite frankly, if we’re the ones pitching, it’s up to us to show them why they should.
Here are some tips we discussed on how to separate your pitch from the hundreds that editors get every day.
1) Tell a story
An actual story has conflict, resolution and characters. Your pitch should contain these elements as well.
a. Conflict: state the problem or challenge — why should people reading the magazine or watching the news care?
b. Resolution: how is your business helping provide or move toward a solution to that problem?
c. Characters: who will the journalist be able to talk with if they take you up on your story? (Tip: You’ll be more successful if you spread this beyond company spokespeople only — look also for an objective outsider or expert who can speak to the problem, and ideally a person who humanizes the problem or challenge).
2) Separate yourself
One individual mentioned they host an event in conjunction with Movember every year. That’s wonderful, and it’s for a good cause. But millions of others are doing the same thing. Why should an editor care about your event? Did you make a Movember parody calendar that you’re selling to benefit the cause that’s resulting in a lot of laughs? Did you launch a grant program benefitting a university student who’s dedicated to medical research? Build a story, not just an event celebrex generic. When you do, the cause you’re supporting will get more awareness — and likely more funds as well.
3) Showcase your expertise
Your business is founded on the fact that you offer something others don’t. If you’re a mechanic, offer the local news a segment on five tips for their viewers to keep their cars running longer; if you’re in construction, tell a driver safety and awareness story for high-peak road construction months. You have knowledge others don’t have that will benefit them, so offer it up, and get some awareness out of it.