Busy day again, amen. I finished a large project (just a section – more on the way), and got some smaller stuff accomplished. I worked on a personal project, then it was off to the pool to relax. Finally. I feel like I’ve been running through my week. It’s going to get worse before it gets better – I’m off at 3 today, heading to the U2 concert downtown. History suggests I need to leave hours before just to get there on time. Plus parking. Oy.
I had a question from our own Ashley Festa about working with PR folks per yesterday’s post. Her question was this: how does one reach out to PR people and what do you do with them once you’ve gotten their attention?
Here’s how I do it:
Ask during follow-up. When I’m thanking them or asking for additional info, I’ll usually slip in a “By the way” comment asking who else they work with or what industries their clients are in.
Invite the news. While I have their attention, I ask PR folks to put me on their mailing lists. Releases are great sources of information and story ideas.
But if you get ideas from releases, won’t those ideas be the same as other writers’ ideas if we’re all getting the same releases? In a word, no.
Look deeper. The press release may not be newsworthy. Most of them aren’t, actually. But the gems are there. What about that company’s industry, products, or services could create a new story? Here’s an example: Say you get a release about a company offering the technology behind online music streaming. You could make that a story on the rapid increase of the streaming music industry. You could also make it a story on what devices work best for streaming music. Or you could take it one step further and go into how many devices per household and the effects (positive or negative) of instant music, movies, etc. on today’s families.
See if it’s a trend. If one company’s announcing it as revolutionary, don’t take their word for it. See if others are doing the same – or not. Is there an angle there? That could be your story.
Look for the unanswered question. What does all this mean to this reader, that industry, or the general public? How can they benefit from it, be affected by it, or be harmed by it? Do they need to know about it? Is there something unsaid but implied? Is there an underlying message? What is that?
Not all press releases are going to be idea generators, but the good ones can hold valuable story ideas. If you’re lucky, you might come across a PR person or firm that sends out little new blasts that are actually story prompts. I don’t use these verbatim (okay, once I did), but they can be great ways to generate your queries.
Have you used press releases as sources of story ideas? What other unlikely sources do you use?
9 responses to “Working With PR”
"Not all press releases are idea generators" — then they're not a well written press release, and you should position yourself to be the one to write them!
As someone who writes press releases, part of my mission in writing them is to generate interest in getting more stories and coverage.
If I look at a press release and it doesn't create any inspirations, I know they need a new press release writer! 😉
There you go, Devon. Opportunity even in the bad ones. 🙂
Great point, Devon. Maybe it's because I have recently been buried in Press Releases (and mostly bad ones) that they are fast approaching spam status in my mind.
I find I have to stop my reflex delete action so as not to miss the ones that do inspire in one form or another.
I mentioned yesterday, my unlikely sources include inanimate objects. What can I say, I'm weird. 🙂 For example, I look at the cactus on my desk and think prickly, which leads me to think about prickly situations, clients, etc. and how I solved those problems.
Whatever works, Cathy! I look at a cactus and think "Did I water that thing?"
Then I think it's his cactus – let him get prickled by it!
I love kick starting a blog post for you, Lori 🙂
I appreciate this post because I recently pitched a couple of story ideas to an editor based off some info a PR person passed my way, and I didn't hear back. I lost confidence that I was doing it right. It's good to know that I wasn't necessarily doing it wrong, it just didn't hit the target that time. So, back in the saddle!
So much of this job seems to be trial and error. I see a lot of blogs out there that tout various ideas and expertise, which is helpful and informative and needed. But it really is nice to know I don't totally suck when I mess up or when I don't know everything right away. Realizing that other writers have made (and maybe still make) mistakes at this business, and they survive and thrive despite the errors, is refreshing! Thanks, Lori, and everyone who has shared both successes and defeats. It helps more than you know.
Lori-so then you think Have I nurtured my clients lately? or Am I putting others' needs before my own? 🙂
Oh god, have you ever pressed a button with me. Between my foodie and travel gigs I deal with PR people practically every day, and at least once a week I shout out "I want one of those jobs!"
When I speak to one who actually answers the phone, understands the value of talking to a writer ("no," I say repeatedly, "it's not advertising."), who realizes that a picture literally the size of a thumbnail will not duplicate in a full-page magazine spread, or has heard of the 54-year-old travel guide I write for, I send many kisses and hosanas of thanks.
Joseph, do I recognize what you're saying… I've edited newspapers where we used the darn things and who knows how many times I had to chase photos and other info that should have been there.
And yes, Devon is right, we can write press releases… I don't much any more, but I have.
Fun post Lori
I deal with publicists all the time. The good ones don't wait for a press release to share a good idea – some will e-mail to ask what I'm working on to see if they can come up with ideas that fit.
In the past few years I've noticed the overall quality of press releases has dropped. Instead of offering compelling information with a solid news hook (or two), a huge number of press releases today read as if they're written by cheerleaders – everything is exciting! Each company/person/product is the best! They overuse exclamation points to drive their not-so-impressive message home!
Sometimes the best way to use a press release is simply to get the contact info of the media relations person so you can contact them directly. While I sometimes pull details from a press release (primarily to help flesh out a query) I don't rely on them for source material, and certainly not for quotes. All of my articles require one-on-one interviews.