Here are the leading mistakes we’ve experienced when people are writing stories about their business. Hopefully, this will help you avoid them…
- Not really having a story. Many business owners think that any news about their business should be newsworthy, but they often don’t consider who reads the papers / listens to the radio – and what they might be interested in. Journalists want NEWs – and if you can’t provide it, your efforts are likely to hit the cutting room floor.
- Failing to address the audience. Following on from the above point, you need to write your story with the audience in mind. Consider what would they like to hear – not what you want to tell them. As we mentioned in an earlier post, is your story something you would be happy to tell your mates?
- Lack of consideration for the journalists. If your local paper doesn’t cover your story, it may not be due to a disinterest in local business. Journalists these days are very. very busy. Middle management has often been stripped out of their business – so they are rushing around, usually doing two people’s jobs. Most try their hardest, but are under increasing amounts of stress – and what you’re asking them is something they don’t make any money from.
- Expecting journalists to write your story. We often hear from businesses who have called their local paper and told them they have a story – and expected them to write it. In light of the above point, they usually don’t have time – unless you have an amazing story. It’s much easier if you can write the story for the media and send it to them. That way, they need only edit it if they choose to use it.
- Not including a photo. If you’re sending a story, try and include a relevant photograph. The media is very visual and photos often highlight your story – and can ensure you gain greater coverage for your company.
- Sending a low-resolution photo. In these days of mobile phone cameras, it is increasingly common for businesses to have low-resolution photos – or just poor shots; taken by an amateur. Professional photos are worth their weight in gold – a picture tells a thousand words - so consider investing if you’re planning to use PR as a regular marketing medium.
- Only sending the story to a single newspaper. If a paper requests a story, that’s fine – but why only use it once? Likewise, if you write a story, why only send it to one contact? There are hundreds of different media now; from parish newsletters to local papers, TV and online media. If you have a story, send it to as many people as are relevant.
- Sending the story to everyone – rather than only those who are relevant. If you have a story that relates to a particular area, just send it to media covering that area or industry sector. Sending it to journalists who don’t cover your area wastes their time – and doesn’t do you any favours.
- Failing to Follow-Up. Once you’ve sent your release, it’s useful to call the journalists to check they received the story and ask if they may have some space for it. This gives you a further chance to ‘sell’ your story and also to obtain crucial feedback on the type of stories they are looking for. Be very wary with this however – if you call on deadline, or take too much time, you may be cut short. So stick to the point.
- Not Making Friends. PR, like any other form of sales and marketing, is about making friends and building relationships. If you ask most journalists for help and feedback, the vast majority will oblige. Likewise, if you’re friendly on the telephone, you’re likely to get a hearing. And, if you keep sending good stories through, that are well-written, relevant, and include a great photo, journalists will look out for them, as they know you’re making their job easier.
As with everything – if in doubt, use a professional. There are plenty of PR companies who can help you.
