Print media continues to survive and even thrive in some quarters. Publishers continue to roll out magazines that target specialty interests. Small town daily and weekly newspapers are holding their own, despite doom and gloom forecasts. Larger metropolitan dailies have suffered most of the recent layoffs and closures.
Those are important trends for public relations pros to keep in mind as they create media lists and media pitches. While digital publications now receive the most attention, print publications remain a viable publicity option that smart PR pros don’t forget. Here’s some advice on how to secure placements in print publications.
Create a website with spectacular images. While journalists typically visit your website, or your client’s website, lifestyle journalists take an extra look at the site’s images. “Not only are they looking to vet you as a credible business, but they are also looking with an art director’s eye at your corporate imagery,” Kristin Ruby, CEO of Ruby Media Group, writes in the Observer.
Hire a photographer. A professional photographer can produce high-quality photos of your products as well as your staff. Ruby suggests hiring a photographer used by the publication you’re considering.
Enter contests. While entering a professional contest may seem time-consuming and trivial, they can lead to free publicity, Ruby advises. Even if you don’t win the award, editors seek up-and-coming professionals for future story ideas.
Create photo opportunities. Local newspapers are always looking for interesting photos and images. “Create a local event – a fundraiser, an art show, a local or national contest,” says Marsha Friedman, CEO of Event Management Service Inc. “Then make sure to invite the local press to attend. But even if they don’t show up, get them a photo and press release right away while it’s still news.”
Research publications. It’s essential to understand the publication’s audience and format. Editors are more receptive if you pitch an idea to a particular department or issue. “Magazine editors don’t release submission guidelines on their websites because they’re bored with nothing to do. Those guidelines are there because the editors have taken the time to come up with themes and trends that they want reflected in upcoming issues,” says freelance writer Marcie Abney.
Get the basics right. Avoid major mistakes like spelling an editor’s name wrong, sending a pitch to a writer who left the publication years ago, and mass mailing generic pitches to a large number of outlets that might not cover the topic. The spray-and-pray method is ineffective and actually hurts chances to succeed with subsequent pitches.
Know your geography. Placements in local and regional publications may be easier to obtain than publicity in national publications. Find a local connection in your news announcements. Most local papers are willing, even eager, to publish press releases and articles with a local connection, as long as that association is concrete and obvious. To gain the editor’s attention, place the local connection in the headline and lead of the news announcement. The “local” or “connected” angle also counts most in college/university alumni publications.
Offer exclusives. Offering exclusives are especially valuable for tech PR product announcements and other breaking news stories. “If you can find the right outlet and build the right relationship upfront, and deliver a well packaged pitch with a coherent assemblage of details and relevant data, you might get more mileage for your story with an industry exclusive,” says Juliet Travis of the PR firm, Travis Communications, in an article for Muck Rack.
Approach journalists though social media. Although PR pros increasingly network with reporters on social media, especially Twitter, most journalists still prefer to receive press releases via email. It’s possible, however, to attract the attention of journalists through social media advertising. Granular options on Facebook and Twitter permit ads to target individuals by the company they work for and their job title. That produces a small but highly relevant audience. For PR, it’s the reporter or blogger who may cover the company’s industry or product category.
“Using this approach, your CPC [cost-per-click] might be a little higher than you’re used to with other Facebook campaigns, but you will be targeting such a small and valuable audience that your overall costs should remain very low,” states digital marketer Aaron Zakowski on his website. “And the impact can be huge.”
Monitor media mentions. A media monitoring service is typically the most cost-efficient method to track all news and social media mentions of the organization and its brands. Subscription tools save staff time by automating the search function across all media. An advanced media monitoring tool can also integrate media and social media mentions into a single dashboard that provides easily understandable reports that measure the success of your PR tactics.
Bottom Line: PR may neglect print publications in their rush to win attention of digital publications. Following these tips will help PR pros earn more media coverage in print publications. Producing outstanding images and finding geographic connections to local and regional publications are some of the most important strategies.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
