In this episode, Rob Patterson of Parkins Lane and Paul Evans of Toro Digital are joined by Ping Chew, Founder of Ping Publicity.

 

We discuss:

• Why it’s important to apply Ping’s “so what?” “who cares?” test to remain objective when writing a media release.
• The benefits of researching the topic/subject matter and journalist to find a better hook.
• The difference between a pitch and a media release.
• The key elements to determine ‘newsworthiness’. Also read Ping’s blog, “What does newsworthy mean?”
• How to structure a media release:
• Heading: should be no more than 8 words and say exactly what it is about, as simply as possible.
• 1st and 2nd paragraph: to contain all (and/or relevant) newsworthy elements.
• Quote: from the main contact / source.
• 3rd and following paragraph: introduce the person and/or provide any further supporting information.
• How to structure your email to a journalist:
• Pitch the story in 8-9 words. 
• Copy and paste media release into the body of the email.
• Include a 1 link that contains all additional/supporting material: photographs, research, reports. 
• Follow up with the journalist 3-5 days after pitching your story.
• Should you offer exclusivity on your story?

Connect with Ping:  

On LinkedIn

https://www.linkedin.com/in/pingchew/

Ping Publicity website

https://pingpublicity.com.au/

Email

[email protected]

Episode transcript

https://www.professionallychallenged.com/episodes/how-to-cut-through-and-have-your-media-release-picked-up-by-a-journalist/

 

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