How the Heck Do You Get The Media's Attention?

You carefully craft a press release and send it out into the world. Then nothing happens.

Or, even worse, you set up a press conference and no one attends. Editors tell you to send the press release and they will do their best to get it out to the public. To your dismay, you get a fraction of the information printed.

Your big news goes nowhere.

Why does this happen? There are several reasons – some within your control and some beyond it. As a former editor who fielded hundreds of press releases each week, I know which ones rose to the top of my to-do pile and which ones languished.

Why do some press releases get ignored?

First, you have to consider that while this news is HUGE for you, it competes with many other requests. Your messages get lost if:

• They rehash the same details as the previous announcement, especially when it comes to events. In other words, there isn’t much new in its ‘news.’

• They lack a news hook to make it relevant to a distracted readership.

• They are dull or written in industry jargon that editors don’t know how to translate.

Why do others inspire a reporter to call for more details or carve out time for your media event?

• They know what to expect and that they will come back with a worthwhile story.

• You translate not only the information within the release, but the reason why it matters.

• There is a human element that is engaging and show you understand a news cycle.

Of course, you could hit a day when other organizations flood newsrooms with more compelling story options. There are also better days and times of day to send out your details. Knowing the cycle of each media outlet and how they tick feeds into the odds of you having more success.

Brand yourself for success

By branding your event or announcement right from the outset, you are more likely to draw an editor’s or reporter’s attention. That outlook shapes what you say, whose voice says it and who will attend your press conference on your behalf.

Having an overall plan will get your message out where you want and how you want it phrased.

As an insider, I can help. I know the egos and schedules in the media world. A well-placed call may get a better result than repeated emails. It all depends on the subject, the timing, the medium and the market.

You're wiser to invest in a media plan early than to put the energy into an exercise that yields no results.

When it’s time to shine the spotlight on your success or to engage the public, do it with an expert by your side.