4 ways to make your media outreach “meatier” — and score some ink

With so much competition for a reporter’s attention these days — and as newsroom shrink, meaning reporters have more to cover — the challenges of working in the world of media relations are mounting.

We read that journalists sometimes receive hundreds of pitches each week. And, unfortunately, we know that they don’t read most of them.

So, what can we do to increase our chances of making our media pitches and press releases leap off the page?

Cision’s recent “State of the Media” report stated that journalists want more substance in media pitches. 54 percent said they pursued a story pitched to them because of “thorough product, event or topic details.” Further, 68 percent of journalists rate press releases as one of the most important PR resources (so let’s not even entertain the thought of them dying off).

Given this, what can be done to “beef up” our press releases and media pitches? Here are a few ideas:

1) Add data: Of course, reporters adore data. It adds credibility to a story. However, we don’t always have the luxury of being able to cite our own data. In that case, it’s perfectly acceptable to do some research to find some applicable data to cite from another source. It “beefs” up your press release or pitch and reporters may just be more likely to bite.

2) Offer visuals: If you have compelling visuals to include with your press release or offer with your email pitch, by all means, you should do so. This can be a challenge depending on the industry you’re in, but start thinking about it as you’re researching and writing your release or pitch. Chances are, you can come up with something that may pack a visual punch and grab attention.

3) Offer third-party sources: You say you’re great — naturally. But, to a reporter, who should be objective, you may need other sources who can back up your claims. Journalism 101 says a good reporter will always seek out other sources to interview. So, why not provide some suggestions?

In the Cision report, 42 percent of reporters surveyed suggested PR practitioners could improve by providing “expert sources.” Customers, partners, influencers, or industry analysts all make great third-party sources to offer a reporter. They can add help add meat to the bones of what’s currently the skeleton of a good idea.

4) Use quotes: Do you include quotes when you reach out to media? Press releases should be factual, but there’s a bit more leeway in a quote, because you’re attributing it to your spokesperson.

So, for example, while it’s difficult to back up a claim like the following without citing data:

ABC Company makes the best widgets in the business. Its widgets save customers 50 percent in time and costs.

In response to which a reporter may ask, “Well, how do you know? Can you show me your data?”

You can use a quote to convey that same message without the need to cite any research:

“ABC Company is focused on making the very best quality widgets in the business,” said Joe Smith, president, ABC Company. “Our widgets allow our customers to complete their tasks in about half the time, saving thousands of dollars per project.”

If you try some of these ideas to add meat to your media relations efforts, your next press release or pitch will be more likely to whet a reporter’s appetite — and get you some ink.

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