How to write about your reporter’s readers
Want journalists to pick up your release? Take this tip from Bruce Upbin, senior editor at Forbes:
“Present the key element that explains how your story can benefit Forbes readers.”
Here are three ways to do that:
- Lead with the reporter’s readers — asthma sufferers, app developers, HR executives — in your headline, lead, paragraphs and sentences.
- Write about the problems readers have that your product, service, program or idea solves.
- Start your second paragraph with this phrase: But now [reporter’s readers] can …
Try it. Because reporters and their readers just aren’t that into you. They’re into themselves. So write about them.
How can you write PR pieces that get covered?
Some 55% to 97% of all releases sent to media outlets are never used, according to Dennis L. Wilcox and Lawrence W. Nolte’s Public Relations Writing and Media Techniques.
So how can you create PR pieces that are among the 3% to 45% of those that actually get the word out?
Learn how to write PR copy that editors won’t be able to pass up at NOT Your Father’s PR Writing — our media relations-writing workshop starting Aug. 15.
There, you’ll learn how to go beyond “new and improved” to develop story angles that readers want to read … and that journalists and bloggers want to run.
Save up to $100 with our group discounts.
