Memphis editors share tips for PR pros
Posted on Jul. 17, 2019 / Professional Development / Subscribe 0
By Elizabeth Whittington, Communications Chair
Some of the most prominent editors in Memphis filled out the annual PRSA Memphis print media panel. Panelists engaged with each other in a lively discussion about the future relationship of journalism and public relations, while offering tips to PR professionals on getting stories placed and building relationships with journalists.
The panel featured Dann Miller fromThe Commercial Appeal, James Overstreet from The Daily Memphian, Greg Akers of the Memphis Business Journal, and Vivian Adamson of La Prensa Latina Media. Toby Sells, of The Memphis Flyer, served as moderator.
1. Know Your Audience
"The best pitches are the ones that know what the newspaper focuses on... reference a current story or make sure the outlet matches your pitch," Greg Akers
Akers highlighted that the Memphis Business Journal is a specialty publication, as is the Memphis Flyer. There may be times when a story is better suited for one publication. There may be other times where a story has broad appeal, but the pitch should be tailored. Identify a media outlet's distinct audiences, past stories and its mission, and then use those features to find the best angle to pitch.
"We (The Memphis Flyer) have a different take on business, including how to cover it and when to cover it," said Sells.
Adamson, who mentioned that La Prensa is a dual-language publication, said she appreciates pitches that focus on what her readers are already interested in, including health, education and immigration issues.
2. Use Your Gut
“If you think it’s news, most likely we’ll be interested in it.” - James Overstreet
Overstreet said he values public relations professionals as another type of a source. But he cautions that PR pros have to cultivate the relationship, be authentic and share tips outside of your company. If you find something interesting in your industry, it will probably be interesting to others.
3. Build Relationships
"Make friends with at least one person in the newsroom. They will advocate for you," Dann Miller
All panelists mentioned the importance of having a relationship with individual journalists and editors. When pitching a story, don't use a templated email. Be personal, mention past stories and why a particular pitch would be a good fit for their readers. Show that you have an understanding of their outlet, the reporter's beat and past coverage. The editors agreed they like pitches and tips, but there are few instances where a prewritten story would be valued.
4. Be Adaptable
"The model for news has completely changed," Dann Miller
News is constantly changing. This includes the 24-hour news cycle, the rising importance of social media for gathering tips, and using a variety of publishing platforms, such as digital first, podcasting and reporting breaking news via social media.
Use social media to your advantage. Follow your beat reporters and publications on at least one platform. Share stories with your network, even if they have nothing to do with your company or client.
The panel also discussed receiving pitches not only for full-length stories, but for podcasts and social media mentions. Another topic of conversation was the "in-house news room" that many non-profits and organizations are building. Companies are developing and publishing their own content, but also using it to generate buzz and for pitching to reporters. Overstreet also mentioned that op-eds and guest columns have also become important for news outlets to share.
A few additional tips when sending emails to reporters, courtesy of the media panel:
s Include text in the email. Attachments have a lower likelihood of being opened and read by a hurried journalist.
s Include graphics and photos, along with caption information. If submitting images for print publications, make sure they are high-resolution. A link to images works better than large files.
s Subject lines are key. If an editor isn't captured with your subject line, your email may never get opened. Be concise and clear.
s Reduce the chances of having your pitch or tip end up in the spam folder: no "all caps," go easy on the exclamation points and emojis, don't use attachments, and be careful when using trigger words such as FREE in the subject line.
Were there any other tips that resonated with you during the media panel?
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