Don’t Bury or Muddy the Lede

Help reporters and news people do their job.  It’s not about laziness, it’s just another strategy to help media people visualize the story.  Obviously, you’re pitching a story that involves or promotes a company, organization or person.  But don’t confuse that with the lead.  The story is about what’s happening.  News people don’t want to hear a company’s name 10 times before getting to what it’s actually doing and why it matters.  Organize releases with the key facts in the lead.  Get to specifics later.  Also, look to provide something “juicy”, a “wow” factor or a story angle.  And think “big tent” or large impact—the more the better in most cases.  Attach a story motivator upfront in the pitch/release or make it clear.  Here are some motivators to engage media (and media audiences).

Money – ways to save money or avoid waste

Family – ways of life

Safety – threats, ways to be safer or avoid danger

Health – threats, ways to live better or avoid harm

Community – how the country, region or city is changing, or a way of life

Innate Curiosity – something so cool or unusual that you want to see it

Moral Outrage – something that’s just plain wrong

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