Maximising editorial opportunities
High-quality editorial coverage can sell your venue, product or service better than any advert. Specialist hospitality marketing and PR agency Custard Communications shares their top tips for getting your story in the press.
- Find your angle. Make sure you’ve got a really interesting, important and unique story to tell before you try and pitch a feature or comment, that will be of real value to readers.
- Be topical. If you don’t have ‘news’ of your own, look at what else is in the news, what current trends there are or any research there’s been into consumer habits; then think about what insightful comment you could give on these topics.
- Be conscious of time scales. Depending on the lead time of the publication, it may take several months for content you pitch to appear in print, so make sure you’re getting in touch with the relevant journalists well in advance.
- Know your target publication. Actually read the magazine you want to be in or the website you want to appear on, and identify the features that you could slot into, or the interview opportunities you could put someone forward for. A targeted pitch that makes it clear you understand the publication will work wonders.
- Tailor your writing style. The publication, audience, feature type and message you’re delivering will all influence the style of writing you should use, whether it’s casual and conversational or technical and formal.
- Be persistent! It takes time to build a relationship with journalists, so don’t be disheartened if the first thing you pitch doesn’t get used. Keep coming up with new angles and ideas until you find what works.
For more PR insights and top tips visit: www.custardcommunications.com