PR pros: 6 questions to answer before you hit ‘send’

How to determine if your pitch is newsworthy and not a waste of a reporter’s time.

Newsrooms and bloggers are constantly flooded with pitches that aren’t even close to being newsworthy. Why are only a few stories picked up and the rest land in the trash or delete folder?

Let’s go back to the old “Journalism 101″ inverted pyramid style of writing news. OK, I’m dating myself here, but these six rudimentary questions will help determine if you have a story to share.

Before you begin writing your pitch or press release, ask yourself:

1. Who gives a crap? If you can answer this question, your response belongs in the headline or subject line. Hint: Relatives and paid employees don’t count.

2. What makes my story outshine the other 372 that crossed the desk of the reporter or blogger today? Hint: Pitch purple snowflakes.

3. Where would my story fit in to this reporter’s world? Hint: Relevance rules.

4. When is this most important? Today, tomorrow, next Tuesday? Hint: Yesterday = snore.

5. Why would anyone sitting in their den in Utah, driving on I-95 in Florida, or bowling next to my dad in New Jersey want to pay attention to this story? Hint: Connect with emotions and the human factor.

6. How can this story help other people? Hint: It’s not about buying your book or hiring you to train execs.

Most reporters look at unsolicited press releases from people they don’t know as mere interruptions in the workday. Don’t be an interruption. Go for impact.

How do I know? I was a news reporter and radio news director.

My mantra when I read or heard a pitch: Come on, make my day. Hint: I’ve mellowed, but the business hasn’t.

Topics: PR

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