How to Distribute a News Story for Maximum Media Exposure

Got a tale you need told? Getting press is an art, and this article will show you what you need to know. Soon, your story will be on everyone's lips.

Steps

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    Think about the angle of your story. What will appeal to a general audience?
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    Determine who to contact.
    • List the print media that covers this general audience.
    • List the broadcast media that covers this general audience.
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    Narrow your search. Repeat the first two steps for a business audience, a trade audience and a special interest audience.
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    Further branch media into daily, weekly, bi-weekly, monthly and quarterly distribution.
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    Go back over the list and refine angles for each listed media.
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    Obtain names of target reporters for each chosen media. An online service such as Burrelles Luce can be helpful for for very large distribution.
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    Using the internet and publications you subscribe to, research previous stories by your target reporters.
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    Go back to the original release and list of story angles. Prioritize and choose which to pursue.
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    Develop pitches for a select group of A-list pubs and reporters.
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    Determine the B-list and send news release without a pitch, following up by phone where appropriate.
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    Determine C-list and send news release with no follow-up.
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    Use a clip service to measure resulting coverage of your story.

Tips

  • You can also purchase a media list from Bacon's without a subscription, just visit their website.
  • You may need to pair up with a professional public relations consultant with a BurrellesLuce or Bacon's subscription to get the latest contact info for media outlets.
  • Include local, regional, national and international media.
  • Remember, not all stories are this big or require every step. You may intuitively know a particular story is simply a business story and dispense with all the other channels.

Article Info

Categories: Marketing