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Aiming for the Heart

Friday, July 14, 2017 - Post by: Diane White Pr

Not all public relations firms are created equally. The best firms focus on story telling. As a former news anchor and reporter for 15 years, this is something I am trained to do – look for the “story.” Media outreach is not about selling a business or product by delivering facts in a dry press release. It’s about telling a story – a great story. It’s about culling the very best, most interesting points about your business, your products and services, then we aim that message at the heart.

When it comes to media relations, we former journalists have been there and done that. Years of trial and error, sweat and tears, gathering, reporting and delivering information, on deadline, day-in and day-out. That experience helps us thrive in several areas in the PR arena.

  • We have media contacts, both at the local and national level, to get your story in front of the public.
  • We know how to pitch the story, with the right angle, to the right newspaper or broadcast outlet.
  • We can deliver creative web, social media, and video content quickly—across multiple media platforms.
  • Working in a newsroom teaches the importance of making sure the message is clear, concise and accurate as well as compelling. All of that will help connect your story to your customers.

Here are a few of my media insider tips:

  1. Journalists say the best time for them to receive a press release is in the morning, preferably on Tuesdays. However, this can vary so as we build relationships we ask our contacts to let us know best time and method for pitching.

  2. When you write the headline, write it with the viewer or reader in mind – your potential customer. Instead of “Brown’s Company Issues new widgets, placing it on the list of Fortune 500 companies,” consider this: “Frequent travelers find Brown’s new, affordable widgets convenient and easy to use.”

  3. Keep your press releases short and sweet and focus on the pitch. You want to pique a reporter’s interest, not weigh them down with a reading assignment. Did you know journalists at most local news stations receive one email every minute? In an 8-hour shift, that’s 500 emails. Reporters admit they’re more likely to ignore, delete and procrastinate reading emails longer than 5 paragraphs.

Let me help you get the media attention you deserve – now and in the future. My “Media Insiders” Coaching program launches August 21st. Enrollment opens August 7th. If you have question please email me at