The document discusses the "30, 30, 3 rule" which refers to how journalists have 30 seconds to cover breaking news, 30 minutes to write typical breaking news stories, and will cover a really topical breaking story 3 times per day with a new angle each time. It provides tips for reactive PR to leverage this rule, including doing research on publications and journalists, pitching the right way for each outlet, and thinking like a journalist by focusing on news value, not overselling, and being fast. Following these tips can help PR campaigns drive outcomes like increased search rankings, referral traffic, and media coverage.

1. Using the 30,30,3 rule for
reactive coverage success
Slideshare.Net/clarabkelly
@Clarabkelly
Clara Kelly
Legacy Communications
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2. 30, 30, 3 - How
knowing how
newsrooms work can
give your reactive PR
an edge
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3. I know what you are
thinking - who is she and
why should I listen?
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4. From link tattoos to
personal surveys -
Digital PR is a big part
of my life!
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5. The news cycle
moves fast
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6. How fast exactly?
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7. Here’s what you
can expect in a
typical day as a
journalist
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8. So what is
30,30,3? And why
does it matter?
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9. 30 seconds: To cover
breaking news, ie
celebrity death,
election results or a
new release
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10. 30 minutes: To
write stories on a
typical breaking
news shift
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11. 3 times: How many
times they will cover a
‘really topical’
breaking story with a
new angle per day
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12. Why does this
matter?
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13. However, this can also
leave room for error, how
can you avoid them and
think like a journalist?
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14. You wouldn’t pitch a news
journalist/publication and a
lifestyle journalist/publication
the same way:
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15. Find out how to pitch to a
journalist using…
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16. Tip: Use recent
coverage on your
topic as a guide
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Muckrack - Some journalists
have their pitching
preferences listed

17. #BrightonSEO
Google - See how they have
written up previous press
releases

18. Custom media lists make a
huge difference
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Tip:
Checking - Their publications
guidelines on PR

19. There is no such thing as the perfect reactive
…But, we can get close by using GOOD PR…
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20. So what is,
Good PR?
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21. Well, Linda – that’s
a GOOD question!
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22. GOOD PR..…
Gets in ahead of competition
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23. GOOD PR..…
Organised and news-driven
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24. GOOD PR..…
Offers value (think new hook
+ headline)
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25. GOOD PR..…
Doesn’t make them work for info
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26. GOOD PR..…
Pitched to correct publication
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27. GOOD PR..…
Reactive and well researched
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28. Using GOOD PR to
avoid mistakes when
utilising the 30, 30, 3
approach
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29. The key is to think like a
journalist!
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30. One Good PR
campaign can lead
to…
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31. 8 - The number of search
rankings jumped by a
company after one of our
reactive campaigns
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32. 400% - Increase in
referral traffic over
two days
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33. 114 - Pieces of coverage in national,
regional and broadcast publications
worldwide with journalists reaching
out organically for the information
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34. 160 - Brand
mentions
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35. 50 - Links to the client
website
+ Journalists reaching out
organically
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37. Common Reactive
Mistakes and How to
Avoid them:
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38. ➔Not doing enough research – A
great pitch sent to the wrong
organisation isn’t going to land
*
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39. ➔Thinking in PR – Where is the news hook?
What is the value? Is this TOO brand
orientated? Does it fit the site you’re pitching?
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40. ➔Relying too much on connections -
Connections are key but Journalists don’t
prioritise relationships over news value
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41. ➔Avoid overselling phrases -
Write it as you would a news article for
the site and let the information speak
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42. What are overselling phrases?
- “We believe your readers would be greatly
interested in this information”
- “You may agree these tips will be useful”
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43. ➔Being the last to hop on a trend -
The news cycle moves fast, if you have
a great story but other PRs have
already pitched it, you may miss out.
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44. (Think ahead, journalists plan their
stories based on knowing the news
cycle before it breaks and even
creating it. You should do the same)
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45. ➔Leaving out key information - They have
limited time - If they have to circle back for
a phone number or figure they may be less
likely to cover your story.
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46. ➔Don’t make them do extra work -
Watch out for errors – If they need
to rejig it entirely, they won’t cover it
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47. Don’t lose sight of
the creative
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48. Plan ahead!
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49. Use the time journalists
don’t have to your
advantage
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50. From news alerts to radio, TV
shows, and calendars and
pitches they are ALWAYS
looking for a story!
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51. If you’re going to
remember one thing
besides 30, 30, 3…
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52. Be fast, be bold, be brave
and be careful (yes I see
the irony too)
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53. Know where to draw the line and
what is right for your brand -
without playing it too safe (think
of the type of clients you want to
attract)
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54. But most importantly - think like
a journalist, which means
predicting trends and news
stories BEFORE they happen
too!
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55. Happy Pitching!
We hope you’ll use these tips to go out and
deliver a memorable reactive pitch
For more information you can visit:
https://legacycommunications.com/
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