Sharing newsworthy content is key to getting media attention for our clients. After 12 years in business, I think I know something about creating newsworthy content and getting the media to use it. It takes good relationships with reporters, creativity, determination and perseverance.

Spotlight WIFM

WIFM stands for What’s in it For Me?  The business or service I am promoting must have a benefit that is apparent to both reporters and their audience, be it readers, listeners or viewers.  If I can’t make it obvious how my pitch can benefit a journalist, editor or their audience then there is no point in contacting them. We have to give them a good hook or angle. I always tell my clients to think about and ask themselves, “Who cares?” Who will care about their story or their business and why?

Capitalizing on Trends/Seasons

As in comedy, timing is everything in public relations.  What is going on in the world? What are the latest trends? What holidays are come up? What season is it?   There is a way to capitalize on almost anything that is happening in the world.  For example, I have a client who is a psychologist and I am able to pitch him on subjects ranging from New Year’s Resolutions in late December/early January to the psychological aspects of the coronavirus. Keeping track of trending news and seasonal issues/trends, enables me to find themes that relate to a client and leverage them to get good media coverage.

Human Interest

Everyone has a story. The thing is to tell it in a way that will interest the media.  One client of mine is a Holocaust survivor who met a WWII veteran more than 60 years after U.S. troops helped liberate the concentration camp where he was imprisoned. It was a great story for people of all ages and was shared all over the world.  Telling their story in conjunction with national or international Holocaust Remembrance observances or when news comes out about Holocaust deniers or antisemitism is a great way to further their message.

“The Harder I Work…”

“…the luckier I get.”  Thomas Jefferson is credited with that quote.  It is true for the work that I do.  Putting in the work to learn about my client’s business, then writing publicity materials that resonate with reporters, will increase the likelihood that I get positive media coverage for that client.  As a result of my hard work, sometimes the reporters come to me, as opposed to me going to them.  Getting back to the psychologist client, a Philadelphia area television station is now contacting my agency when they want an expert to discuss holiday coping strategies or how to keep things in perspective when it comes to social media images or other psychological issues.  Since the previous times I pitched this client to them worked out so well, producers from this television station are now calling me, instead of me calling them. 

When you are good at what you do, it only looks like magic. It really takes creativity, persistence and perseverance to present your client’s news or content in a way that will be of interest to a journalist or news outlet.