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An Editor’s Perspective
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I just had lunch with an editor at one of the large newspapers in town who opined on the surprising number of PR people who don’t know how to deal with the media. A few suggestions from someone on the inside…
1: Forget the News Releases. If you really want to be successful at placing stories, make a contact and develop a relationship with someone at the newspaper. When you have a meaningful story idea, make a call and pitch it.
2: Learn the Rules. If you must write a news release at least do it correctly. No two-page news releases. My source says she has NEVER seen a news release that has any meaningful information on the second page.
3: Ask Questions. The most successful PR people listen. Ask reporters and editors what types of stories they are interested in, how to best contact them, do they have any upcoming special sections, what are their deadlines, etc.
Where in the World is Anthony?
Speaking in Jacksonville today and tomorrow. Presentation tip 27: Standing still is boring. Move around to keep it interesting. And stop standing behind stuff! (tables, lecterns, chairs, etc.) It disconnects you from the audience.
Worked all day today north of Janesville with a Wisconsin-based contractor. Communication tip 43: Having an unpleasant conversation? Standing at a 45-degree angle can help defuse hostility.
Worked all day today in Philadelphia with a very large national contractor. Virtual Presenting Tip 14: Stop using your laptop. Get an actual webcam and a tripod and put your camera at eye level. A minimal amount of effort and less than $50 makes a huge difference.
Speaking this week in Pennsylvania, Wisconsin and Illinois. Presenting tip 6: Remove physical barriers that disconnect you from the audience. For live presentations - lecterns, tables, distance, soft voice, etc. Virtual presentations - bad lighting, weird camera angle, etc.
Spent yesterday near Syracuse, NY speaking at a contractor's executive leadership meeting. News interview tip no. 1: Address question 1st, THEN quickly move to your message. Don't be like the politicians who totally ignore the question!