Pitching an eye-catching story to the media can be a tricky task when you imagine the sheer number of news releases that cross reporters’ desks (and flood their email inboxes) every hour of every day.
Here’s a tactic you can borrow from every publicists’ toolbox: tie your story into the headlines of the day. The day before the Opening Ceremonies of the 2008 Beijing Summer Olympics, I sent a news release to community media outlets about the PTA raising $45,000 for a new gymnasium floor at Creek View Elementary School in Alpharetta, Ga. The angle? The flooring installation company has also provided gymnasium floors for a variety of Olympic venues.
This doesn’t exactly put the gold-winning USA men's basketball team playing ball in the Cheetah Zone at Creek View ES (I wish!), but it certainly makes the story relevant.
Another trick: think like an editor - make a list of headlines you know are coming up, like Labor Day celebrations, the political conventions and elections, even college football season and see how you can tie your story into theirs.
Which of today’s headlines is the best fit for your media pitch?
“The big shots are only the little shots who keep shooting,”—Christopher Morley