The Secret Sauce to Good P.R.

Author: Michael Mut

So, you’ve got an event coming up and a great press release ready to go.

Now what?

Public relations (p.r.) may seem like a complex, nebulous concept, but I truly believe it boils down to this: getting the right message to the right person at the right time. The best way to get local, regional, or national press attention for your event, district, division, or any other commodity is to send a well-written press release to the right media contact ahead of their reporting deadline. Don’t fret; let this post guide you in generating media coverage. 

Step One

The first step is the press release. Click here to download the template, then take a few minutes to customize it with information from your organization. Make sure you read it twice, and even better, have a fresh pair of eyes edit/ it. If your organization has an approval system for press releases, make sure you get the green light from everyone necessary before moving on. This may require some additional time.

Step Two

Step two is to create your media hit list. I suggest using a spreadsheet program to keep track of it. Create columns for reporter/editor name, phone, email, news organization name, and notes, then add a row for each contact you create. Start by Googling all the news desk contacts for each major TV news outlet in your area. Move on to the NPR radio affiliate, then the daily newspapers in your market. It’s also wise to find the reporters covering health, the environment, or even mosquito control at each organization.

Step Three

Next, plan your distribution. To me, the best day to send a press release is Tuesday, right at 9 a.m.

Why you ask?

Reporters and editors receive hundreds of emails a day, so by the time Monday morning rolls around, their inbox is stuffed to the gills with messages, and, let’s face it, who likes Mondays anyway? By Tuesday, they are likely to have caught up on emails, and first thing in the morning, they are probably fully caffeinated, and BAM…there’s your press release at the top of their inbox. Remember to BCC all of your press contacts to avoid creating an annoying “reply to all” situation.

Step Four

What then? The pitch/follow-up.

In p.r., there’s what’s known as the “elevator pitch”. It is: can you tell someone what is so interesting about your event, item, or person of interest during a short elevator ride? The same applies to the email pitch to newswriters.

Try to hone your message so that it covers the who, what, when, where, and why within a few sentences. Don’t write a book. Ain’t nobody got time for that! I love the word parsimony (look it up). Best practice is to forward the original email containing your press release, including a short greeting and the pitch. The same applies to a phone call. Be brief!

To close, be persistent, but not pushy. Expect nine “no” answers to every “yes” and roll with it. If you don’t get coverage for your event, consider it the groundwork laid for future coverage. The best press hits usually come from relationships with reporters or editors built over time. Offer them a tour of your facilities, or give mosquito control story information on background. A little goodwill and professionalism go a long way. 

If you have any questions or need any additional tips, feel free to reach out by email: mmut (at) miami dade (dot) gov. 

Michael Mut is an administrative officer with Miami-Dade County’s Public Information and Outreach Division.