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Sophie Everett
PRODO
How to package and pitch
a story to journalists
@ProdoSophie
https://www.slideshare.net/sophieeverett2
News values?
Be honest!
@ProdoSophie
#brightonSEO
10 News Values
@ProdoSophie
#brightonSEO
1 Magnitude
2 Relevance
3 Power elite
4 Celebrity
5 Entertainment
6 Bad news
7 Good news
8 Surprise
9 Follow-ups
10 The media outlet’s agenda
Remember to
tell the TRUTH
How do
journalists
want to receive
information?
@ProdoSophie
#brightonSEO
1. Personal connections
@ProdoSophie
#brightonSEO
2. Press releases via email
@ProdoSophie
#brightonSEO
3. Social media
@ProdoSophie
#brightonSEO
4. Search engine
research
@ProdoSophie
#brightonSEO
5. Word of mouth
@ProdoSophie
#brightonSEO
Prepare your press release
@ProdoSophie
#brightonSEO
Distil your story
@ProdoSophie
#brightonSEO
Three is the magic number
@ProdoSophie
#brightonSEO
Have you produced
news-ready copy?
@ProdoSophie
#brightonSEO
A picture paints a
thousand words
@ProdoSophie
#brightonSEO
Don’t forget
video content
@ProdoSophie
#brightonSEO
Find the right people
@ProdoSophie
#brightonSEO
Think about the timing
@ProdoSophie
#brightonSEO
Use a newswire?
@ProdoSophie
#brightonSEO
Email
pointers
@ProdoSophie
#brightonSEO
Sell in? Must I?
@ProdoSophie
#brightonSEO
Get ready for your pitch
@ProdoSophie
#brightonSEO
Make the call
@ProdoSophie
#brightonSEO
Always follow up
@ProdoSophie
#brightonSEO
Don’t take rejection too hard
@ProdoSophie
#brightonSEO
Remember to monitor!
@ProdoSophie
#brightonSEO

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