What’s news? Nowadays, it ranges from the normal to the absurd and anyone with a social media account can create news. But how about telling a really good story on something related to your firm or the accounting profession?
There is a strategy to capture an editor’s attention, but it takes diligence, hard work, and sometimes, a little bit of luck. On any given day, you’re competing with hundreds of other emails an editor is getting about how great something is and how a publication—online and/or print—must run the story.
Sure, you may think your story is unique and special, and it is likely that it is, but beyond your firm, why would someone care to know about it?
When beginning an engagement, most clients tell me they want to be in The Wall Street Journal, Fortune and Fast Company. Great, but there is a way to get in mainstream publications, and the story won’t be about your open house, a new hire, or how much you saved your clients on their tax bills.
Two stories are worth sharing. First, I had a client years ago that sold eco-friendly office supplies, a worthy endeavor before the world even knew what going green was all about. He called me very excited about his new website that had just opened, and wanted me to write a news release about it to send to our media list. I listened, but told him “no,” that’s not news. He very quickly called me every name in the book. I very quickly fired him.
Second, going back even more years, I was a young PR novice and represented a company that I knew was going to be a good story for The Wall Street Journal—and I had the inside track because I knew the regional editor from high school. I sent her a snail mail note (this was before email), telling her she absolutely had to run the story, given the nature of our relationship.
Wow, did I ever get a wakeup call. Not only did she not run the story; I was extremely embarrassed at my own behavior. It was a hard lesson to learn, but a valuable one: Only contact the media if you have a great story. Which leads me to explaining five ways you can get an editor’s attention.
1: Only tell a story worth telling
I have a rule of thumb I use whenever a client asks me to write a news release: Is this news? Very simply, why would someone want to take the time to read or hear more about the topic? It’s kind of like a jury; if there is reasonable doubt that the story would not be worthy of any media attention, then cut your losses and do not write a news release.
Instead, you could use, for example, social media and even push out the story to your clients through a newsletter or email campaign. If a story is not worth telling, then an editor would not respond, no matter the circumstances.
2: Write an eye-catching subject line
Our inboxes are filled with email that we mostly peruse, but rarely read unless the email directly affects our daily work. The same holds true for editors; they are perusing their inbox the same way—and depending on whether you have been in contact with them before, your email may go into their spam folder.
Create a great subject line that could better capture their attention. Here’s an example. Instead of “XYZ Firm Promotes Joann Smith to Partner-in-Charge,” write something like “Joann Smith, the New Partner-in-Charge, Brings Innovative Ideas for XYZ Firm’s Future.” The subject line is more dynamic, and while this is a release about a new hire, it is for the C Suite and more likely to garner attention, especially if you start telling your story in the subject line.
There is a strategy to capture an editor’s attention, but it takes diligence, hard work, and sometimes, a little bit of luck. On any given day, you’re competing with hundreds of other emails an editor is getting about how great something is and how a publication—online and/or print—must run the story.
3. Understanding your news release is just a door
An editor will not print your release verbatim unless you send it over a wire service—and even in that case, it is rare that you will get some coverage. Instead, think of your news release as a door the editor can open to learn more about your story. All the facts may be in the release, but any good editor will be more interested in what lies beyond.
The best way to open the door wider is to follow up by calling or sending another email without the release to the editor. Yes, you’re still competing for attention, but in a time when texting and email are the norm for communication, the editor may very well appreciate a phone call. You may get voicemail and/or a “no,” but at least you have tried and established some sort of relationship with the editor beyond email.
4. Don’t exaggerate details and don’t fill your release with fluff
A good editor will see right through any distorted facts or padding in your release, so stick to the facts and simply explain what it is you want to communicate.
In addition, do not provide a quote from the lead partner or someone in charge that does not add to the release. I know that, in some cases, there are egos at stake where the partner must be quoted, so if this is the case, write a quote that adds to the story and explains something relevant. You will lose credibility with canned quotes.
5. Be timely with your release
Nothing will make an editor more irate than receiving a release about something that happened last year or something that’s going to happen in six months. Your release needs to be about something going on right now. Remember, again, that you are competing for an editor’s attention, and they only have a few seconds to glance at your subject line. If it looks like you have intentions about something that is not current, by all means do not send a release.
Trial and Error
Most stories covered in the media take time to create, develop, and cover, so keep in mind that even though you may have a great story to tell, it may be a slow drip timeline with a publication to get that story told. However, be persistent and honest with your communications and follow through. You will gain more respect as a firm in an editor’s eyes and will be remembered as a trusted source.
Good luck.
Scott H. Cytron, ABC, is President of Cytron and Company, known for helping companies and organizations improve their bottom line through strategic public relations, communications, marketing programs, and top-notch client service. An accredited consultant, Scott works with companies, organizations, and individuals in professional services (accounting, medical, legal, engineering), high-tech and B2B/B2C product/service sales. You can reach him at scott@cytronandocmpany.com.
Like what you're reading?
Subscribe to our FREE newsletter and we'll deliver content like this directly to your inbox.