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The world we live in today is one of breaking news, multi-tasking, the rush to be first, balanced with the necessity to be fair and accurate.

My experience as a news assignment manager, with all of that going on and a ringing telephone, is that a PR honcho has about five seconds to make a strategic strike to get coverage.

Here’s my best advice to guarantee coverage and to keep your email away from the “trash” bin and your client on the 6 p.m. news.

Know your news: Stay informed of current events. When breaking news happens, you are ready with an expert.

Include the basics:  Who, what, where, when, how, and why. Include contact information and any special instructions.

Visuals:  Add a photo and/or short video clip.  Be sure to get permission ahead of time to have it shared on-air, on-line and in the social universe to avoid a copyright conundrum.  Images drive coverage. Get one that sells your story the moment someone looks at it. A good image also boosts your chances of getting coverage ahead of your event.

Quote:  A quote from your client or a real person will also increase your chances of getting published ahead of your event.

Social Media:  Include the client’s social media handles.  The TV station  may not bite today, but a smart digital team will keep an eye on you and, if something pops tomorrow, they’ll see it.

Meet the People:  Pop in, say hello to the names behind the emails and tweets.