Relevant releases: Think Like a Reporter

Develop stories media outlets want to run

Think Like a Reporter

Some 55% to 97% of all releases sent to media outlets are never used, according to Wilcox and Nolte’s Public Relations Writing and Media Techniques. So how can you write releases that are among the 3% to 45% of those that really work?

Why Think Like a Reporter?

Why Think Like a Reporter?

‘They chew gum, don’t they?’

Don’t let irrelevant pitching blow up in your face: Journalists’ biggest pet peeve is releases that aren’t relevant to their audiences.


Pitch a story, not a product

Pitch a story, not a product

That reporter’s not looking for a commercial

Write engaging pitches: Korbel pitches stories about engagements, not about sparkling wine.


Lead with the benefits in PR

Lead with the benefits in PR

Follow up with ‘us and our stuff’

Human resources: To grab editors’ attention, lead with the readers’ needs — not with your products, services, programs or ideas.


Lead with the reader in PR

Lead with the reader in PR

You gets the release started

You’s got this: Try this trick: Want reader attention? Write about the reader.


Quotes on relevant releases

Quotes on relevant releases

What writers & others say

Mirror, mirror: “Organizations write press releases for themselves, not for readers.” — A frustrated PR pro



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