Getting coverage.
WHAT TO ESTABLISH FIRST
Which publications your audience actually reads.
WHY
Coverage in a publication nobody relevant reads achieves nothing.
WHAT TO IDENTIFY
The specific journalist covering your area.
HOW
Read the publication and see who writes what.
WHY SPECIFIC
Material sent to a general address is rarely read.
WHAT TO SEND
A short message stating the story and why their readers would care.
HOW SHORT
A few sentences.
WHAT TO ATTACH OR INCLUDE
The full release or detail, below.
WHAT TO AVOID
Mass sending identical material Sending without checking what they cover Following up repeatedly Asking whether they received it
WHY FOLLOWING UP REPEATEDLY FAILS
Journalists receive enormous volumes and persistence is not persuasive.
HOW MANY TIMES TO FOLLOW UP
Once, if at all.
WHAT TO OFFER
Access: an interview, a visit, data, images.
WHY ACCESS MATTERS
It is what turns a release into a story.
WHAT TO RESPOND TO IMMEDIATELY
Any journalist enquiry.
WHY IMMEDIATELY
They are working to a deadline and they will use whoever responds.
WHAT TO BUILD OVER TIME
Relationships with a small number of relevant journalists.
HOW
Be useful, be reachable, be accurate.
WHAT BEING USEFUL MEANS
Providing information even when it produces no coverage for you.
WHY THAT WORKS
They return to sources who help them.
