Hot tips on how to get 28 pieces of coverage from 1 story

If you’ve got a great news story to share, that’s hot right now and relevant to your sector, don’t send it out until you’ve read our 9 step fool proof system. With this system, you can get your story in all the right places – trade news, local or international news and all over social media.

Step 1Create a diagram or infographic to illustrate your news

You’ve written your news and thought up a good headline.  Next is imagery. A picture is worth 1000 words and can mean the difference between front-page news and rejection. Choosing a high resolution shot that shows your workforce (in branded jackets and hard hats) in action, on site, is a lot more interesting than a fuzzy picture with no people!

An infographic that cleverly illustrates the energy-saving properties of your service, or how green your technology is, with the end user benefits will ALWAYS be used and improve the chances of your story getting mass coverage.

Step 2 – Choose a great photo that illustrates your product or service 

Journalists receive hundreds of stories every week – so what’s going to make them choose yours? To make your story stand out always attach an interesting or unusual image. Photos with people, that tell your story, maybe using your product or service, running a process, inspecting machinery etc – will mean the difference between front page news and rejection.

Attach a selection of high resolution shots that are creative and attractive.  Also try –

•            Sending different shots to different magazines

•            Suggesting images are used for front covers or lead features

•            Saving your photo with an informative caption, to make life easy

•            Attaching photos rather than embedding the photo in the release

Step 3 – Decide on your top 10 media

You’ll know whether you want your story to be in the Guardian, the FT, Business Green, Edie.net or in key trade media.  Which other publications will find your story compelling? Choose your top 10 and go for it!

Visit each magazine’s website and find out which writer covers your area. Mention a similar story they’ve written to your release and include a line about why you think this announcement will interest them.  Offer your top 10 something different, maybe an interview with you or your customer, a site visit or extra details…

Choose your timing – send your news on Monday or Tuesday for weeklies, aim to get into their weekly email bulletins and think of websites or magazines that cover similar stories to yours and ensure your news is relevant to their readership. Finally, you know the market you want to inform, you know the messages you want to convey, do make sure you’ve chosen the right media to cover your story…

Remember, as journalists receive hundreds of stories every week, you need to go the extra mile to make sure they use your story.

It’s just not true they’re twiddling their thumbs waiting for your story to fill their pages!

About the Author:

Gaye has a background as a Press Officer in environmental and corporate PR, being a company spokesperson and over 20 years’ experience of working in retail, construction, technology, waste management, water management, manufacturing, hospitality sectors.