News

News

EXTRA, EXTRA, READ ALL ABOUT IT

There was a time when big news broke on the cover of newspapers. Today, turn on the TV, and everything seems to breaking news. The challenge for startups is how to identify if they have news and what kind it is. There are many different forms of news. Type include: 

Hard News – Immediate short blurb with “have to know” information, such as a funding announcement, unique survey data, acquisition of a startup or acquiring another company, prominent new hire, etc.

Soft News – Announcing the opening of a new office, product update or release, awards, partnership, new hires, or marketing integration 

Routine News – Information about business momentum from the previous quarter of a privately held startup, speaking at a conference, etc.

Feature Stories – News on executives, emerging trends, sectors, etc.

How can a startup identify a news headline within their own organization? How can it be formatted to attract news coverage? Which type of news media is the best for your startup’s news? These questions and more will be addressed in our series on news this week.

Press Releases

Press Releases

Setting an example, a press release example.

A press release is a news announcement. That has to be said. Why? Because today so many public relations professionals distribute press releases with no news. The name itself connotes that the document will inherently “release” something of interest to the “press.”

What’s the best way to write a press release? Where do you even begin? You begin with a formula. There’s an established format for how a press release is presented, even if it contains images, video, and links to content. 

But of course, every press release cannot be “picked up” and “covered” by the press. Writing a press release that is succinct, newsworthy, and informative is a skill. Most startups hack the press release – like with an axe – because they either think they have too much to say or don’t say enough. In this series we will explore best practices for writing a press release.

Pitches

Pitches

Pitches

How Do You Get A Journalist Interested In Your Story?

You write a pitch. In public relations, a pitch is a brief that a public relations professional will send to a reporter to prompt their interest to follow up, ask for more information, and agree to write a story or include you or your client in a story that is already slated to be written. 

Not surprisingly, reporters can get hundreds of pitches per day. You may not get a second chance to pitch your story. It’s critical that your style, tone, content, and delivery are crafted in a way that speaks best to whom you’re pitching.

While you will not get a journalist to bite on every one of your pitches, there is an approach that you can use to get better at pitching and increase the probability that you will get a journalist interested in your story. In this week’s series, I will be covering how to style and write pitches which get attention and press coverage.