As a PR professional, I can say unequivocally that great PR is all about intention. Knowing who to pitch; crafting a pitch that resonates; knowing when and how to pitch; all key ingredients to producing PR that gets results.
Creating PR that’s relatable is key. Check out this article from Forbes Magazine on how to make great PR by putting relevance first. Click here to read more about why relevance matters in PR.
Still need help? If you need support creating news and press releases that resonate and connect with your audience, we can help! April Neill PR has 20+ years’ experience helping businesses tell their stories, crafting messages that matter and producing PR that connects and delivers results.
Getting featured in the news is a great way to boost credibility, traffic, and sales and also a great way to build trust.
Family Features recently shared their 15 top tips to help you create content that is desirable to editors:
Plan ahead. Some of our best placements have 60 – 90 day deadlines. The early bird here really does get the fattest worm!
Be unique. Think beyond common sense advice or information.
Catchy Headlines. If it catches the editor’s eye, they know it will engage their audience.
Solve a problem/inform. Less fluff = More interest.
Celebrity endorsements. Readers love them and therefore so do editors.
High quality HD photography. If your photos include people, make them as culturally diverse as possible – or offer alternative photos featuring Latino, African-American, Asian (et al) subjects.
Cast a wide net. Don’t limit yourself geographically or demographically. Craft your message to be relevant to the widest possible audience because not everyone gets snow in the winter.
Pair a video with your story. We are getting more and more requests for video content that relates to/enhances print content.
Include statistical info from credible sources. Pepper your message with back-up stats from 3rd party sources.
Take advantage of trends. Aligning your brand with hot topics is a big win.
One size does NOT fit all. Bite size content is a consistent request. Consider crafting tips that can be published in whole OR broken into minis that will run as a series over several days. Smaller chunks = Bigger nameplate placements.
Consider tailoring your message to meet ongoing content gaps. Can you authentically tie your brand to things like automotive, career, seniors, families, home buying/selling, etc.? If not, consider sponsoring a series of articles that meet these gaps. You’ll have editors jumping for joy.
Pursue a target demographic with strategically themed content. Consider targeting cultural or demographic groups by selecting culture or demo-specific themes with mass appeal, i.e. Hanukkah, Kwanza, Quinceañera or Changing Careers Late in Life.
Consider infographics. Make sure they are designed in a resolution that will look as good in print as it does on your computer screen.
Deadlines. Did we mention the real need to plan ahead? Many publishers would LOVE to print your message….but only if you can get it to them in time. Making content available 60-90 days in advance is hands-down the best way to get visibility.
April Neill is a brand strategist, lifelong entrepreneur and founder/CEO at April Neill Public Relations, a boutique public relations firm serving small businesses and non-profits in Chicagoland. You can find April on Twitter and also connect with April Neill PR on Facebook.
April Neill Public Relations is passionate about helping small businesses position themselves as experts in their industry. We offer a complimentary 30-minute in-person or phone consultation. Visit AprilNeillPR.com to make your appointment today or call 312.772.3832 for more information.