As PR professionals, our ultimate goal is to get press coverage for our clients.  But not all press hits are created equally.  A truly successful PR campaign will result in a variety of hits in both small and large publications that cross all types of media.  The key is finding the most targeted publications, and then pitching the right editors.Depending on the company and their goals, the press list should have a minimum of three categories. 

• Vertical Trade Press
• Local Press
• Business Press

Remember, in each of these categories you should include social media, print and online publications, and broadcast media.  Then, once you’ve got a comprehensive press list to work from, you can pitch your client’s story.  For a more detailed look at building a comprehensive press list, click here to download more secrets to Building a Comprehensive Press List.

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Editors take just a minute or two to read your business news pitch.   They may only read the headline, or if you’re lucky, they’ll get through a few sentences.  If you have compelling news written clearly and succinctly, they may even read a few paragraphs. 

The February issue of PR Tactics featured an article on brevity written by the PR Maven, Margo Mateas.   The article stresses the importance of grabbing the editor’s attention and conveying your point quickly.   

So remember, keep it short and sweet.  If your pitch is more than a few paragraphs, cut it down.  And when writing a press release, keep the most important information at the top.  Also, keep this PR strategy in mind when planning your entire campaign.  A PR campaign formed around a simple, newsworthy idea is most likely to get noticed.

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