Looking for Media Attention? Pitch Now!

The holidays can actually be a good time to pitch a story to the media. Why? Because many of their sources are taking time off for the holidays, while they are still trying to make deadlines.

In addition, you'd have to be living in a cave to see that many media outlets are facing layoffs and working with smaller staffs. Anything you can do to make their job easier will be appreciated.

If you don't have a background in public relations, there are quite a few resources online where you can learn more. However, there are some basics you should always remember:

Make sure your idea is newsworthy. Please don't waste a journalist's time telling them they should promote your company. Look at it from the readers' or viewers' perspective. There are keys to news value:
1. Timing--now and new, not yesterday's news
2. Significance--an accident or layoff that affects more people will have more significance
3. Proximity--local news is important for a local news outlet
4. Prominence--does it involve someone in authority or somone who's famous?
5. Human interest--involves the emotional side. Did you see the video shown on all the news outlets featuring a man reunited with the lion that he and his brother raised as a cub? I think Meredith Viera actually cried watching it.

Target the media outlet you think would fit your target demographic best. Some news stations have younger audiences (think Fox), while others skew older. Are you targeting consumers or executives in the health care industry? Choose your publications carefully. Then read or watch to determine who might be most interested. Email pitches that are targeted to a particular reporter and his or her interests work best.

You don't have to have a lengthy press release to be successful. In fact, a short, bulleted pitch can be easier for a reporter to digest, but please make sure it is well written. And use a descriptive headline in the subject area. If you have good photos or video, you can offer those. If you are pitching TV, you had better have a good visual planned to go with your story.

Ask how you can help the reporter, don't ask the reporter to help you.

So what is your company doing that has news value? Are you actually hiring in this era of layoffs? Are your employees teaming together to help the less fortunate? Do you have a new discovery that might solve world hunger? It might be a good time to get the word out!