No Nonsense News Pitches for Credit Unions
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No Nonsense News Pitches for Credit Unions

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Strategic public relations tactics for credit unions to get increased coverage from the media. Think like an editor!

Strategic public relations tactics for credit unions to get increased coverage from the media. Think like an editor!

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No Nonsense News Pitches for Credit Unions No Nonsense News Pitches for Credit Unions Presentation Transcript

  • No Nonsense News PitchesMinnesota Credit Union Network2012 Marketing & Media Bootcamp
  • Stand out
  • Do your homework
  • Think like a journalist
  • Research
  • Deadlines
  • Newsworthy?
  • News values• Timeliness• Proximity• Conflict• Bizarre• Impact• Prominence
  • 5 Ws & H• Who?• What?• Why?• When?• Where?• How?
  • Headlines7-second rule
  • Leads• Question• Quote• Summary• News• Direct address
  • Like a story...
  • Accuracy
  • If your content is consistently inaccurate,editors will not run it and eventually nottrust you. Bridge burned.Truth/honesty + newsworthiness = trust
  • Brevity
  • • Get to the point! (or lose your audience)• Watch for redundancies• Remove unnecessary words
  • Clarity
  • • Keep it simple• Avoid industry jargon• Be specific• Check time sequence
  • 2 audiences
  • Pitch
  • • Remember your news values• Target issue: Research editorial calendar• Sources: Credible and available• Anecdotes/Examples• Background links• Graphics
  • What editors like?• Numbers• Art• Brevity• Bullet points• Accuracy• Clarity
  • What editors like?• Simple words• Exclusives• Know their publication - and their readers• Attribution• Know their deadlines• GSP
  • AP Stylebook
  • What editors dislike• Salesy• Advertisement• Inaccuracies• Unresponsiveness• Calling them on deadline• Not knowing their publication
  • Frank Diekmann, Publisher “Why would my readers care?”• Editors want something that informs.• Editors want something that entertains.• Editors love underdog stories.• Editors love myth-busting stories.
  • Marc Rapport, Online Editor• Editors want how latest trends affect their readers/industry.• Editors want how current issues affect their readers/industry.
  • Lisa Hochgraf, Editor• Get to know the local reporters.• Use social media to connect w/ reporters.• Leverage seasonal, holiday, event stories.
  • Relationships
  • Consistent
  • Social media
  • • Post news on your website• Tweet news w/ link to your website• Post news on Facebook w/ link• Pin relative images to Pinterest w/ links• Create and post related video on YouTube• Embed YouTube video on blog (tweet too!)• Don’t forget: Reddit, Digg, StumbleUpon
  • Benefits to editors• Reliable source• Trust you• Use you
  • Benefits to your CU• Consistent media coverage• Positions you as a leader• Builds trust with your audience• Boosts your business
  • Benefits to consumers• Trusted resource• See you as a leader• Turn to you for info and advice• Come to you for business
  • Financial expert
  • Questions
  • Contact Mike Lawson DML Communications mike@dmlcommunications.com 760-845-8146 Twitter: @dmlcommSlideshare.com - search “dmlcomm”