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Nottingham
Pitch it to the editor
Louise Third of Integra Communications and Richard Baker, Duty Editor at the Nottingham Evening Post delivered an interactive session to PM Forum members last month.
Together they provided an expert view on how the media works and the part marketers can play to get the coverage their firm deserves.
Editors are faced with a huge number of press releases every day. These tend to clog up their inboxes so having a story that is compelling and newsworthy and captures the attention of the editor is key.
In professional services there are four main audiences that firms may wish to reach through PR and they are the industry sector in which the firm operates, including competitors; clients and potential clients; staff and potential new recruits; institutions and other influencers in the region. It is important to understand the target audience to ensure the message is appropriate and of interest.
Firms need to ask themselves why they want coverage for the firm; is the story newsworthy and is the story attractive to the editor.
Having a PR strategy that is woven into the firm’s marketing strategy helps ensure successful and consistent press coverage that delivers clear key messages about the firm, whilst helping to maintain profile and broadcasting newsworthy stories.
Editors don’t just want the key messages in isolation; they look for stories that are in context of what is happening in the wider economy and for stories that are of relevance to the audience. Furthermore, with so many press releases hitting the inboxes of editors, bringing the story to life in the subject line will catch the editor’s attention.
Relationships also play a fundamental role in building trust between editors and key partners or managers within the firm. Taking the time to develop strong links with local and business editors will prove advantageous for both parties.
The media is under huge commercial pressure with news being consumed through so many different online and offline channels. Ensure that the story is newsworthy and that it is relevant to the audience and bring it to life with external facts and figures wherever possible.
Sue Carr
V Formation Ltd
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