Changes announced at Irish Times
A number of new appointments have been made at The Irish Times newspaper over the weekend. The changes have occurred in the areas of social affairs, and crime.
There is nothing more frustrating that crafting a press release that goes nowhere.
Some stories make the news, some stories don’t. It’s an unfortunate fact. Sometimes the elements are just against you—but other times, you may have dropped the ball.
Here’s what you could be doing wrong:
We’ve said it lots of times on the MediaHQ blog: You always have to do your homework before sending a press release to a bunch of journalists.
You have to be sure you are targeting the right people. Unless it’s relevant, don’t send an education story to a beauty columnist. It’s sounds like PR For Dummies, but you would be amazed at how many misfired press releases land in journalists’ overcrowded inboxes every day.
Our research team updates our contacts database on a daily basis to ensure our clients don’t send their press releases to the wrong journalists.
Unless you have a story to tell, nobody will pick up on your release.
Journalists are expected to inform and entertain the public. They are all about the story, so your press release must be newsworthy and must have a clear lead.
Press releases should be written in the style of a news article: Eye-catching headline, strong introductory paragraph, with the detail in following paragraphs. Remember the five Ws of your story and use the inverted pyramid.
Journalists are trained to be cynical. They are always painfully aware that a PR pro is trying to promote an organisation or a range of products.
Nothing turns a journalist off a story more than a press release laced with exaggerations and jargon. Don’t oversell yourself. You may consider it industry lingo, but to a journalist it is just a load of marketing guff.
You want to interest them in your story, so the story is your main concern.
This is the part of all press releases where PR pros truly get to show off their creative side.
Quotes can breathe life into a press release. They add the human element to your story, which always interests journalists.
If you are battling with a difficult approval process, tell senior management that you believe it is better to seek forgiveness than ask for approval (something of a motto at MediaHQ). They should trust their PR team to do their job and trust that you will maintain your CEO’s integrity—and ensure they get their voice heard in the media.
MediaHQ.com is Ireland’s largest and most dynamic media intelligence company, with contact details to more than 7,500 journalists in Ireland listed on our database. Since we started in 2009, we have helped Ireland’s best known brands connect over 113,000 stories with the media.
Conor – @conormcmahon
PR practices are ever changing. No longer do PR pros have to spend hours scanning newspapers and magazines to check on how their clients are being perceived by the press. New media monitoring services have helped to take the grunt work out of our daily schedules, freeing up more time for creativity and experimentation with