how to convince journalists to share your message.
“either write something worth reading or do something worth writing about.” – benjamin franklin
by steven e. sacks
the new fundamentals
we are constantly frustrated by how much email enters our inbox daily.
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but think about reporters and editors; they will receive hundreds of news releases every day.
like sifting through resumes submitted online, after a while they all read the same with the usual puff words like “valuable,” “leading-edge,” “best in class,” etc. like a speech, one way to lose your audience is hackneyed expressions or business-speak that follows an eye-catching headline.
want your message about your firm to be impactful? your first step is to be economical with words that convey a clear message that can be easily scanned (usually the first 50 to 100 words will achieve this) and absorbed in short order.
your ultimate goal is to deliver your news releases through the most effective channels to get the most (and most influential) pairs of eyes to receive it and appropriately respond.
the approach to absorbing information today is to scan. no longer is every word read. using bullet points and appropriate bolding of key words will ensure that what is viewed first and briefly will pique enough interest for a complete reading to be made.
and don’t forget when you write to your audience, create a thought-provoking angle to your pitch, make sure you have verifiable facts, avoid the snake oil salesman approach, and strategically and accurately incorporate quotes to validate your information.