Understanding what they are looking for in a story is essential if you want your public relations campaign to succeed.

It starts with knowing how to write a press release – because this means you will present a story with a genuine news angle.

Next, you need to understand how to write a media pitch – this will ensure the chief reporter at least opens your pitch email!

If you’re after free PR for your business no one is more important than this senior journalist.

This guide will tell you everything you need to know about this critical newsroom role.

Who Is The Chief Reporter?

She heads up the reporting team setting the pace for reporters.

They provide an example to reporters about what is expected.

The chief reporter reports to the news editor and editor.

Their job is to produce engaging content. Also, to ensure their reporting team have all stories covered. It is a management job too.

The chief reporter shows the other reporters how it’s done. They supervise, guide, motivate and compete for the bylines and top news slots.

What Does a Chief Reporter Do?

Their primary objective is to get the best stories for their publication.

They want to grow their audience and attract attention.

They must ensure demographic targets are met and geographically the patch is covered.

Whilst the chief reporter will have their nose to the ground, they do need to pay attention to the team.

They must ensure every reporter is delivering a good news list. This requires efficient supervision.

The chief reporter will demand story lists and advise on news angles. They will guide the reporters.

They may offer or suggest a contact to help them develop a story.

It is unlikely that they will closely edit a reporter’s story. They will leave that for the news editor. But they will guide, push deadlines and discuss angles with the reporter.

An experienced chief reporter will have an extensive contacts book. This contacts book will be bursting with useful names that can be used in most scenarios.

They will always have at least six stories on the go, working on them simultaneously.

And they are likely to have an investigative feature up their sleeve to be used when the time is right.

They will also have the ear of the news editor, the picture editor and editor.

A publication is no good to anyone without strong content. It will be the chief reporter that the news editor will look to when a big story breaks.

They must help co-ordinate the team of reporters and photographers. They will create a strategy for dealing with breaking news.

However, the demands on a chief reporter on quiet news days are also hefty.

Whilst more junior reporters may struggle with finding a story, the chief reporter is expected to shine. They must pull a splash (front page) or top story out of the bag in an instant!

A good public relations professional will seek to develop a healthy working relationship with the top reporter. Their influence in the newsroom is significant.

How Do You Become The Senior Reporter?

The simple answer is, be the best you can. Reporters are naturally ambitious.

In a traditional print publication, every reporter wants their byline on the splash.

Every reporter wants the best contacts book in the newsroom. Every reporter seeks to champion their reader and shout out for the underdog.

Be the best you can. And remember it’s not a nine to five job. You must have a hunger for news. Wherever you are and no matter the time, always be aware you could be onto a story.

The chief reporter has solid experience as a reporter.

They have proved themselves again and again in a busy newsroom. They’re likely to have their NCTJ qualifications (in the UK) and have worked for at least five years in a competitive newsroom.

The chief reporter is versatile able to switch from writing their own copy to helping others develop their contacts.

What Type of Skills, Responsibilities Do They Have?

The succesful reporter must be generous in spirit. They lead the reporting team. They must set an example and guide individuals. The reporters will turn to the chief reporter for guidance.

The chief reporter must be willing to share contacts when necessary and push a reporter on deadline.

If a reporter is struggling with a story, the chief reporter must be able to balance their own workload whilst picking up another’s.

The chief reporter is expected to coach reporters. They must use their experience to help a junior reporter develop their own skills. But they will also challenge reporters, setting high standards and expectations.

The chief reporter must be patient, calm under pressure whilst meeting multiple deadlines.

They will be expert at finding the story, interviewing individuals and writing copy.

Most crucially a chief reporter is excellent at building relationships.

Some chief reporters may be excellent at getting the story, building trusting relationships and maintaining contacts.

They may not be necessarily brilliant writers. But copy can be improved by the news editor and sub-editors.

The key is in finding and developing a story. The key is in maintaining a healthy contacts book of people you can call again and again.

The top reporter will have strong sources. The chief reporter will be reliable and trustworthy.

When working under tight deadline pressure, an editor must have 100% trust in their leading reporter. They must trust that what they produce is fair, balanced, legal and true.

What’s The Difference Between a Chief Reporter and a Reporter?

It’s usually seniority and experience. The chief reporter is ‘chief’ simply because they are the most proficient reporter in the newsroom.

Chief reporters and reporters are all gathering news. They must;

• Source stories – off diary and on diary
• Interview
• Write a strong intro followed by flowing copy
• Keep accurate notes
• File copy to tight deadline
• Suggest attention grabbing headlines
• Maintain a strong contacts book
• Be able to build strong relationships

In addition, to the above the chief reporter must gather regular news lists from reporters.

The lists will be discussed with the news editor. They must act both as mentor, manager and champion for the reporters.

The chief reporter will not only be pitching their own stories to the news editor, but also the reporters’ stories.

The additional duties of the chief reporter possibly mean their story count is less. However, the quality of their stories and research will be excellent.

Should I Email My Press Release To a Senior Reporter?

Yes, but remember a chief reporter will receive a huge volume of press releases.

Hundreds a day.

It is their job to identify the stories for publication. Those considered for publication will be discussed with the news editor.

Press releases must be brief and well presented. All releases must be accompanied by a picture.

They will be immediately binned should they be badly targeted or read like a sales pitch.

Ensure you have the right catchline in the subject line – treat it like a headline. You must know how to write a media pitch.

Newsrooms like well-written releases.

But if it reads too like a sales pitch the chief reporter will bin it with the words – ‘let them advertise.’

You may want to send the release to the chief reporter as well as the news desk and state in your email that you have done that.

Don’t try and trick a newsroom by sending in multiple releases to multiple people.

They will all get binned!

Would They Ever Work With a PR Agency?

The chief reporter has one main concern: getting the best stories for their publication.

They will work closely with the news editor to ensure their product/site/publication maintains integrity and is trusted by its readers.

They will work with a PR agency on serious issues that matter to the publication. But be prepared to be transparent.

It is not the chief reporter’s job to make you look good. Their duty and responsibility are to their readers and publication.

The best media relations campaigns understand that they must deal in actual stories if they are to succeed.

Do this and they will love you – just don’t ever spam them!

So there you have it, our complete guide to the chief reporter.

And if you’re ready to take your PR work to the next level grab our PR Starter Kit.

Our must-have kit has every template, script, strategy and guide you’ll ever need to do PR – all in one place.

Good luck!

The post Chief Reporter: A Guide to This Key Newsroom Role [2022] appeared first on Class:PR.

Understanding what the picture editor does is critical if you want to succeed in public relations.

Images are all important in the media – whether it’s online or offline – even the very best stories need high-quality images.

The picture editor sits alongside the news editor deciding whether or not the images you have provided with your story meet the mark.

If they don’t you won’t get the media coverage you are after.

Every media relations campaign must be image-focused.

Even if you know how to write a press release, it’s not enough – your PR plan must take account of the images you will provide.

In this guide to the picture editor, you will understand how they work and what they are looking for from you.

Who Is The Picture Editor?

Pictures are key to the way stories are told, developed and presented.

The editor is passionate about their work and photography in general.

This role requires rigid adherence to deadlines, ambitious vision as well as strong communication and visual skills.

The picture editor will work alongside the news editor and editor. Together they ensure the right quality of images are collected for publication.

From the first moment a story is discussed, they will be thinking about how they represent the story visually. How best to complement a story. This is discussed with the team.

More importantly, the picture editor is the eyes of the whole publication. They instinctively know what picture style and content is right for their business.

What Does A Picture Editor Do?

He/she is efficiently organising the image library whilst ensuring the photographers are allocated work.

Every story needs a picture. But not every picture is taken by a ‘team’ photographer. Images are sourced from a range of places.

It is down to the drive and business acumen of the picture editor to source these pictures. They must be able to make strong and fast decisions.

Images may derive from agencies, individuals, businesses and of course freelance photographers.

Today many publications are also using pictures from social media.

It is the picture editor’s job to source the right picture and to negotiate fees. This means they must be able to manage a budget. Crucially, they need to understand the business needs and objectives.

The Legal Responsibilities of The Picture Editor

Once sourced, the picture editor must ensure the correct permissions and rights are sought to use the image.

Copyright disputes can lead to achingly long and expensive legal exchanges. Therefore, a picture editor cannot afford to be blasé about who owns a picture.

Once a good image is obtained and ownership agreed, it is their job to correctly file it. They will ensure it is captioned and credited.

If the picture has arrived at the desk already captioned and credited this must be double-checked.

An incorrect or misleading caption can result in legal action. Omitting a credit on a picture is also a serious issue.

The pictures will also have a source contact. This means it can be linked back to its origins. A phone number or email will suffice.

A picture editor will have a picture library that is foolproof. This means the most junior reporter can access pictures at a moment’s notice.

The caption will tell them what the picture is, where it was taken, subject names and who took it. There will also be information about whether a credit is required and the photographer/source details.

As well as maintaining an extensive library, they are responsible for commissioning content.

Hiring Photographers For The Picture Desk

A picture editor will have a pool of talented and reliable photographers who will often have specialisms.

These photographers are usually booked in advance. They are provided with clear instructions.

This will include a full description of the job. Detail includes; who, what and where with clear instruction as to how the picture desk wants the image taken.

The freelancer is required to deliver a range of images following instruction.

The picture editor will liaise with the news desk on picture progress. On receipt of the picture, it is their job to ensure the image quality is strong.

They also need to ensure the picture registration and settings are appropriate for publication.

The picture editor may need to crop and adjust the picture. They will certainly work with the sub editor to ensure the picture clarity on a page.

It may also be their job to train new photographers, appraise staff and ensure all equipment is in good working order.

How Do You Become a Picture Editor?

A picture editor is most likely to have spent time as a photographer. They understand the challenges facing the photographer.

They will have a keen eye for detail, a visual instinct and be superbly organised.

The picture editor is familiar with the latest photographic equipment and software.

What type of skills, responsibilities do they have?

The picture editor must know everything about photography.

They will have strong managerial skills as well as a keen ability to organise. They will be proficient technically being able to use a whole range of image software.

It’s important they understand what images will print well and why and which ones don’t, and why.

They must have extensive contacts within the industry.

And they are responsible for ensuring the news desk has all images required to deadline.

The pictures must be properly filed, captioned and credited. Any external images must have the appropriate permissions to use in the context intended.

The picture editor will manage the workload ensuring that staff or freelance photographers are tasked with relevant work.

He/she must assign appropriately. It’s no good sending a fashion photographer to a wildlife shoot, or a photographer who specialises in art photographer to a public protest.

The picture editor will usually attend news conferences contributing to the news/features/sport agenda.

He/she will be a creative individual, able to come up with ideas for shoots and stand-alone picture stories.

They will always deliver to deadline.

What’s The Difference Between a Photographer And Picture Editor?

The picture editor is focused on commanding the desk.

They are the eyes of the whole publication. They will source all images and ensure quality is maintained.

The photographer is out on jobs. In fact, it is a rare sight to see a photographer in the office. Unless of course, they are a studio photographer.

And it’s relatively rare for a picture editor to be taking photographs. They are busy commissioning, filing, reviewing, editing and manipulating pictures.

The photographer is following instructions from the picture editor to take the images required. And the picture editor will liaise with the photographer to ensure jobs are going to plan.

If the job is being conducted in the in-house photo studio, the picture editor will often attend.

And if the job is deemed important enough, the picture editor will certainly attend an external shoot to direct the job.

A picture editor will ensure the photographer has all props and equipment necessary. They are likely to arrange hair and make up for the subjects.

The picture editor will ensure the photographers have access to shoots. So, if a picture is being taken at a train station, permissions must be sought. There’s most often a fee to be negotiated as well.

The picture editor will brief the photographer on contacts, names and any other special requirements.

Should I Email My Pictures To The Picture Desk?

The picture editor will always be interested in external pictures. They are looking for picture ideas 24/7.

It’s always worth emailing a picture through for possible use.

Make sure you know how to write a media pitch – which always includes great images!

Also, look out for any special campaigns the publication is running. Are they running a ‘picture of the day feature’, a ‘weather pic’ or are they looking for people portraits?

This can be a great way to introduce yourself to the picture desk and start to build a good relationship.

So there you have it – the complete guide to the role of the picture editor.

And if you’re ready to take your PR work to the next level grab our PR Starter Kit.

Our must-have kit has every template, script, strategy and guide you’ll ever need to do PR – all in one place.

Good luck!

The post Picture Editor: A Guide to This Essential Newsroom Role [2022] appeared first on Class:PR.

Your public relations campaign has a greater chance of success if you know what the sub-editor does.

Why?

It will mean you create media stories that are ready to be published, without too much extra work in the newsroom.

And much of that work – when your story is being prepared for publication – is carried out by the sub-editor.

They fine-tune the story that has been presented to them by the reporters and add the all-important attention-grabbing headline.

If you have an idea of what a sub-editor is looking for you can reverse engineer your public relations campaign to ensure it has all the essential ingredients – facts, figures and CRUCIALLY a strong news hook.

This is why it is so important to know how to write a press release – it’s the start of your interaction with the sub-editor, even though you will very likely never speak with them directly.

This is our essential guide to the role of the sub-editor (and no, they are not the same as the news editor).

What Is a Sub-editor?

The sub-editor has a keen eye for detail. They will spot a typo from afar and can rewrite poorly composed copy at breakneck speed.

Their command of language will be impressive.

The good sub-editor will have an encyclopaedic knowledge of the written language. They make the reporters look great by contributing positive enhancements to their copy.

They will also be endowed with an array of general knowledge. This is very useful when dealing with a wide range of content.

There are two types of sub-editors; copy subs and design subs. An individual can be both, depending on the size and style of editorial operation.

A sub-editor in a newspaper or magazine editorial office, may be expected to:

1. Design a page from scratch
2. Knock copy into shape
3. Write headlines, sub heads, captions, pull-out quotes
4. Place pictures on the page and ensure they are cropped and captioned appropriately
5. Create slogans, key messages for campaigns
6. Check copy for meaning, tone and sense
7. Identify legal issues
8. Ensure the page is production-ready, correctly formatted and ready for print

A good sub-editor is worth their weight in gold.

What Does a Sub-Editor Do?

A sub-editor is expected to ensure consistency of content and style.

They will be the guardians of the newsroom ‘style guide’.

This is their ‘bible’ and specific to their title.

They will add and amend the guide as our language transforms. They will know the correct style for titles, be familiar with all abbreviations and be an expert speller. Every good sub has a dictionary on their desk.

The sub-editor adds magic to the copy

The sub will take raw copy and, depending on the strength and time the news desk has, they are likely to rewrite it. They will most certainly improve on a poor intro.

It is likely the sub will work with the reporter to do this. Reporters can learn a lot by sitting next to a good sub.

The sub-editor is required to review copy like a reader. They review it assuming they have no prior knowledge of the subject.

The copy must make sense and flow in an easy-to-read manner. They question everything.

The sub-editor will double-check every name in the story and fact check every piece of information.

They will also have a sound media legal knowledge ready to capture any libellous language.

Once the sub is satisfied that the copy is good for publication, they must write an attention grabbing headline and check for images.

Brilliant headline writers are treasures.

The headline draws the reader to the story. A badly written headline can turn people away from a story or even give the reader the wrong impression.

A poor headline can result in many more complaints than any story ever written by a reporter.

Often a sub-editor will work alongside a reporter to get the right headline. It can be a collaborative exercise.

Subs will often share their struggles to get a clever headline with the team and this becomes a collective creative!

If the sub is designing an entire print page, they will ensure that any necessary advertisements are placed.

They must check the adverts sit comfortably alongside the content. It can be disastrous having an insurance advert next to a tragic fire story, for example!

Or this…

The Sub-Editor and Page Layout

The sub-editor ensures that all fonts styles and sizes are correct. They must ensure the picture is of good quality and check the source.

Once the copy, the picture, the headline and any subheads, captions and bylines are placed, the page will need proofing.

The proofing is usually carried out by another sub, so the work is shared.

A new pair of eyes sees the copy before publication. A page will usually get proofed four or five times before reaching print.

Subbing for online is very different. The copy proofing happens at an earlier stage.

The sub-editor is expected to do all the above checks on the system, write the headline and usually post the copy online themselves.

Any amends can be made after publication but must be carefully monitored according to the editorial guidelines.

But whether it is for online or print, the general rules are the same. The sub checks for accuracy, tone, style, libels and liaises with the reporter to fulfil this.

An excellent sub can enhance any piece of copy and make pages look inviting to the reader.

Whether it is in a traditional newsroom, a start-up producing catalogues, or a public relations agency creating high-end pitches, having a good sub-editor to make copy and pages shine is invaluable.

How Do You Become a Sub-Editor?

Many copy sub-editors have worked as reporters. They seek a sub-editors’ job because they want more control over content, quality and can have a direct impact on how stories get published.

The sub-editing role is primarily deskbound. This means that whilst the reporters, news editors and editors may spend a lot of time out, the sub is beavering away at the desk.

If you like being out and meeting people, the sub’s job is not for you.

Some subs will have completed a specific subbing training course and have skipped the reporting stage.

They may simply have a love of language and design but not aspire to interview people.

Design subs have a natural flair for the visual page.

They will have a clear vision about the way a page should look.

They’ll seek out the visuals and graphics to make their design ideas possible. Design subs are intrinsic to the way pages look and feel.

The design sub may have a background in graphics, art or photography.

In larger newsrooms the copy subs and design subs are different beasts. They have their own unique skill sets and their talents are used accordingly.

What Type Of Skills Does a Sub-Editor Have?

The copy sub has a gift for language whilst the design sub has a gift for the layout and everything visual. The sub with a talent for both is a gem.

The sub must be driven by deadline and understand how long a particular task will take, to meet specific and rolling deadlines. They must track their work and ensure realistic deadlines are set.

The sub is responsible for producing safe, fair, balance copy that is accurate and checked, when necessary, by the lawyers.

The sub will flag any issues early in the production process. These issues may be lack of a picture, uncertainty over a place name or simply demand more fact-checking.

It is usually the sub’s job to update the style guide and inform the team about any design issues.

A sub will often work closely with the graphic design artist or a photographer to help develop a page. Strong images are key to the way a story is told.

What’s The Difference Between a Sub Editor And A Reporter?

The reporter has spent time researching a story. The sub-editor will take that story, check it and headline it.

The sub-editor watches the reporters’ back. Any silly mistakes made by the reporter should get picked up by the sub and any serious errors will avoid disaster for the entire publication.

A reporter will often want a particular sub to take their story and prep it for publication.

This is because the reporter knows a good sub will write a cracking headline. He/she will create a page that draws the readers’ eye.

Result: the story gets more views.

So there you have it – the complete guide to the sub-editor.

And if you’re ready to take your PR work to the next level grab our PR Starter Kit.

Our must-have kit has every template, script, strategy and guide you’ll ever need to do PR – all in one place.

Good luck!

The post Sub-Editor: Who They Are and What They Do [2022] appeared first on Class:PR.

The success of your public relations campaign depends on knowing what the news editor is looking for in a news story or feature.

You can’t blag or spam a news editor with advertorial content – they want stories.

Knowing how to write a press release and how to write a media pitch is a great start when you are looking for free PR, but it’s only a part of the picture.

This guide to the news editor will give you the inside track on how they tick, and how to work with them successfully so you get what you want – positive PR exposure for your business.

What is a News Editor?

The news editor is the heart of the newsroom.

They are the go-to person for the editor, the reporters, the sub-editors and photographers.

Also, for the social media team – and importantly the readers/customers.

Whilst the overall editor will often be dealing with the wider business picture, the news editor targets one thing: content.

A good news editor will know what is going on in every corner of the newsroom.

They assign the reporters stories and monitor progress.

They are aware of the day’s big issues; tackling breaking news, sourcing pictures, dealing with a multitude of calls and complaints too.

The news editor can ditch a story at any time – so don’t take it personally!

Today a news editor will also be working alongside the social media team, directing the messaging.

The news editor needs to think on their feet.

They will be quick to respond, know their patch demographics and geography, be able to write a story themselves. Their contacts book will be second to none.

What Does a News Editor Do?

It is the news editor’s job to know their patch, or their subject (if trade media) like the back of their hand.

They will know the strengths and weaknesses of their team. They will liaise with the editor.

Essentially it is the news editor making the decisions on the ground and at speed. They drive the deadlines ensuring that every milestone is met.

A good news editor will be constantly monitoring the news, looking for local, new and different angles to everyone else to set their publications ahead of the competition. They will have the competition monitored.

They will be reacting to the news and ensuring their team has the issues covered. It may mean placing the right people in the right places to cover a story.

They will also be pro-active, developing campaigns on the back of a good issue/story. They must know how best to ‘sell’ these to readers.

Regarding campaigns, they will know which businesses/organisations/politicians/community groups to contact in support of these campaigns.

Directing The News Reporters

The news editor reads all content, they are the first filter for the reporter.

They will give the reporter strong direction on a story and provide feedback to that reporter once the story is filed (this means ready for publication).

It is the news editor’s job to pick holes in the story. They will ask LOTS of questions:

Is all the information included and legally sound? Is the tone right for the publication and are the basics like names, locations, dates, facts, correct?

The news editor will question sources and take a cynical attitude to copy.

But their job is to drive a story for publication.

The news editor must be prepared to bin a story for a better one. Of course, they must ensure that any legal issues are passed to the lawyers as well as the editor.

How Do You Become A News Editor?

Many news editors find themselves in the role because they have loved the role of a reporter and have sought promotion.

They may want to climb the newsroom ladder and eventually see themselves as editor – becoming news editor is a positive step towards this goal.

News editors will have usually been strong writers and may even have been a chief reporter. They will know how to sniff out the angle of a story.

They will ask all the right questions, be able to rewrite an intro in seconds and when necessary, write an accurate, balanced, informative and entertaining story of their own.

News editors have usually built a comprehensive portfolio. They have proven themselves to be organised, have competent people skills, able to work well under pressure, and to turn around copy fast.

In the UK they are likely to have their NCTJ training qualifications as a reporter. They will have all-round experience handling everything from court copy, human interest and local and national government stories.

They may have sought promotion internally when the opportunity arises within their organisation.

As a senior reporter they may apply externally for that first deputy or assistant news editor challenge.

What Type of Skills, Responsibilities Does a News Editor Have?

A news editor will be able to write succinctly and accurately.

They will have a natural nose for news and understand balance and fairness. They come with a solid knowledge of the law and public affairs.

It’s the news editor who will ditch a story fast if they don’t think it’s been thoroughly checked out and researched. They are thorough and will quiz a reporter about every aspect of a story.

The news editor must be able to instruct and inform a reporter with clarity and patience.

As the job of a news editor is to filter out the news, deciding what is important and categorising stories, they must know their title well.

They must ensure every story meets the content guidelines.

They will have a good knowledge of the in-house style guide and be up to date with all local and national government changes.

Their best skill is being able to balance several jobs at one time. This includes answering calls, filtering stories, rewriting copy and keeping their reporters busy.

What’s The Difference Between a News Editor and a Reporter?

The news editor oversees all content whilst the reporter must be focused on researching and writing their own stories.

The news editor must ensure the publication they are working for has a good balance and variety of stories. They will know how developed a story is, and when they can expect it filed.

The news editor sets the reporter deadlines and keeps track of story development.

The news editor will bin or put a story on hold, if they don’t think the reporter has been accurate or fair. Without a picture the story is likely to be axed.

A reporter is constantly gathering news, it is their job to find the stories. They will pitch their story ideas to the news editor. These stories may be off diary or diary stories.

An off-diary story

An off-diary story is their own, it may even be exclusive. It is the reporter’s hard work and direction from the news editor that leads to the story.

Their stories may derive from a phone call, an email, social media, council agenda, a contact, a notice in a shop. The reporter will use every opportunity on patch to seek news. Their eyes always open for something new or unusual.

A diary story

A diary story is a scheduled event happening that needs coverage. The reporter must ensure their story is legally sound, accurate, balanced, informative.

The tone must be right for their publication. A PR stunt may provide a great picture if it is well carried out and timely.

Reporters check and double-check every fact in their story. Just because it’s in a press release doesn’t make it accurate.

However, today, reporters are often flooded with press releases – an inaccuracy in a press release may make it through to publication.

Any organisation issuing a press release must double-check their facts too.

Forgive a reporter’s cynicism. It is a valued asset in a busy newsroom when vetting stories. The reporter’s contacts must be genuine.

Would a News Editor Answer The Phone On a News Desk?

It’s no doubt the busiest desk in any newsroom.

Like an airport control tower, it sees everything.

The news editor will direct calls to the appropriate reporter.

The news editor knows their team well. They will funnel a call through to the reporter they think will do the best job. They’re taking into consideration specialisms, ability, talent and deadline.

The news editor will also take calls from people complaining about a story, trying to prevent a story being printed or from someone pushing a story for publication.

They often take huge volumes of calls from PR agencies. However, even the news editor cannot guarantee publication.

News happens fast and, in a moment, the best story of the day can be superseded by another.

Should I Email My Press Release To a News Editor?

When a news editor is busy, it’s often better to email your media pitch across.

Unless it’s breaking news or a cracking human interest story, a public relations officer can get short shrift from a busy news editor juggling multiple tasks at once.

When emailing a story, it is key to get the subject line right. You must know how to write a media pitch.

Say what the story is in the subject line, and add, area, name. Treat it like an attention grabbing headline.

You must sell your story in a few words in the subject line. Avoid a pushy sales pitch – it’ll head to the bin or what the newsroom terms, the ‘spike’.

Never assume your story will be published.

It’s usually always best to take a nice informal tone with the news desk, thanking them for their time. You may want a long-term relationship and you’ll need their goodwill.

If the news editor associates you or your organisation with poor or inappropriate media releases, they will bin your emails, before even reading them.

Would a News Editor Ever Work With a PR Agency?

Yes, of course.

Building a good relationship with a news desk is key. But it must be built on trust.

Avoid sending through poorly written and researched press releases for publication. And make sure you correctly target your publications.

Sending a story about a new housing development will be binned by a journal specialising in international politics!

It’s not just subject matter that’s important either.

If you’ve got a story about a new brewery opening in Peckham, don’t pitch to regional media in East London. Check relevant patches.

Think about this with national publications and broadcast operations.

Who is likely to handle your copy well, with a sympathetic ear and genuine interest in the content?

Should I Meet With The News Editor?

It’s always worth trying to arrange a quick coffee with the news ed to discuss what they are looking for.

Is the publication covering a vast number of stories around homelessness, might they consider joining forces on a campaign involving new shelters/homes?

Ask them about their interests and between you, you can discuss where the areas meet.

Perhaps the news ed wants to launch a story writing competition for schools. Could one of your clients get involved as a sponsor, a judge, offer a venue, hospitality or transport?

These are good PR opportunities. There are many ways of working together, particularly with campaigns.

Relationships are key.

As a PR company, you want to be in a position where the news editor will always take your call.

If they genuinely don’t have time, they will pass it to one of their leading reporters.

This can be achieved with time and patience. Cultivating a strong, transparent relationship with a news desk is invaluable.

And if you’re ready to take your PR work to the next level grab our PR Starter Kit.

Our must-have kit has every template, script, strategy and guide you’ll ever need to do PR – all in one place.

Good luck!

The post News Editor: A Complete Guide To This Newsroom Role [2022] appeared first on Class:PR.

This guide will show you how to write a press release.

You’ll get the exact press release template we’ve used to get thousands of pieces of media coverage, the world over.

It’s the cornerstone of every successful public relations campaign that we have run.

And it’s essential if you want to know how to write a media pitch too.

This is how to do a press release in 19 easy to follow steps.

1. What is a press release?
2. We’ve changed how press releases are written
3. What a press release is not
4. Why use a press release template?
5. The date
6. The headline
7. The intro paragraph
8. Paragraphs two and three
9. The quotes
10. Body copy – key messages
11. The closing quote
12. Closing paragraph
13. ENDS
14. Contact details
15. Notes to Editor
16. Rookie Mistake 1: Spelling and grammar
17. Rookie Mistake 2: Overall length and formatting
18. Go forth and get media coverage
19. 9 steps to creating, formatting, pitching, and sharing your press release
    

Once you understand the formula for creating a press release you will start to see the results you’re after.

Let’s take a look at the anatomy of the perfect press release and how you can go about creating one yourself, one that can form the heart of a successful PR plan.

But first, the essential foundation.

What Is A Press Release?

If you’re going to learn how to write a press release for your business, launch, event or crisis communication you need to understand its real purpose – to show that you have a NEWS story.

This is at the heart of ALL public relations and public relations jobs.

If you have a genuine news story you have a good chance of getting the media coverage you seek, and if you don’t, you won’t.

Sounds harsh?

That’s the cruel reality of the newsroom.

These are the most important 400 words you are going to write for your business if you want media coverage.

We’ve changed how press releases are written

Let’s address the elephant in the room.

The press release is NOT dead.

Sure, spammy, story-less, advertorial press releases are dreadful – they always were and they always will be.

But to think that the press release is dead because of misuse is to make an error.

Please, don’t make your press release look like this …

Instead, the press release has changed – and that’s a good thing.

Understaffed newsrooms and media outlets need ready-made stories.

There was a time when a reporter may have trawled through your press release to find a news hook – not now – you need to give it to them on a plate.

And that’s why a quality press release will be of as much interest to a journalist as it will to a high profile blogger or podcaster.

All of these are content publishers and they all want stories.

A decent press release will help you to know how to get a story on the local news, national media coverage and even form part of an influencer marketing campaign – if you get it right.

What a press statement is not

Let’s be crystal clear.

A press release is not:

• Full of exaggeration and false promises
• A sales pitch
• Self-congratulatory – “I/we are amazing, honestly!”
• Dripping with acronyms and hype
• A list of technical information about a new product or business
• Simply the fact you are launching a report (you need a news hook)
• Simply the fact you are launching a new business (you need a news hook)
• A glorified CV/biography of your founder
• Anything else that sends a journalist to sleep

It’s the act of creating a quality release that will enable you to understand what is newsworthy about your business and avoid making these mistakes.

Remember, a journalist, blogger, influencer or anyone else from your target audience wants to hear your story.

And that’s what a press release must be – a brilliant story about your business. That’s how you get free PR.

Even if you want to know how to write a press release for an event – it must still contain a news story.

There are some great public relations examples here that should give you an idea of what works, storywise, for all types of business.

The Press Release Template

A press release template has a very formulaic structure.

It consists of 11 sections.

To miss even one of them is to relegate your press release to the piles of ignored stories.

Following a proven system, which in this case is based on 20 years of working in media relations and for Arc Seven Communications, removes all the guesswork.

This enables you to get quick results.

A template brings consistency to the process.

If you are finding that your first few press releases aren’t attracting the attention of journalists it’s much easier to tweak the variables (headline, intro par, quotes etc).

Trust the template, its 11 proven sections will set you apart and let your story be heard.

This is how to write a press release.

Download Your Free Press Release Template

To help you out we’re going to look at a real-life press release.

This is from gluten-free blogger Vicki Montague, aka The Free From Fairy.

Vicki wanted to let the media know she was launching the world’s first wholegrain gluten-free flour.

The media loved it – Vicki landed coverage in Metro,  The Huffington Post and many more here.

Section 1: Send Date and Company Logo

The first section of any template might sound obvious but make sure you date your press release.

The date you are pitching it to the media is the date to use here.

That way the journalist knows this is a new story and something worth considering. You don’t want to read old news, and neither does a journalist.

When sending a press release out far in advance, make sure you use the word EMBARGOED followed by the date.

That way the journalist knows that this story should not be published until that date in time.

Also, include your company logo in the top right-hand corner.

Section 2: How to Write a Press Release Headline

Your attention grabbing headline needs to include your news hook to get the journalist’s attention.

Most journalists get more than 200 email pitches a day and they are looking for specific information – if you don’t stand out you’re done for.

Keep the headline to under 10 words – this discipline will force you to focus on your news angle.

Make sure within those 10 words you have the main four or five key points of the story – remember, think about what is ‘new’.

Why go to the trouble of creating a brilliant press release if your email isn’t even opened?

Every step of this process requires your skill and focus. Don’t rush it.

Here are some examples of effective headlines, ones that got great media coverage.

Section 3: The Intro Paragraph

Your headline grabbed the journalist’s attention but the intro is where you win them over, or lose them forever.

You’ve got 25 words or less to get across your entire story.

Get to the point immediately and include at least five key news points.

Your intro needs to explain the who, what, why, when, how and where of your story.

Listen to Guardian journalist Emma Sheppard on her ‘breathtaking’ method for nailing your intro paragraph.

Remember journalists are incredibly short on time.

If your story isn’t immediately obvious, they will hit delete.

Section 4: Paragraphs Two and Three

In paragraphs two and three you need to really develop the story by introducing key factual pieces of information and provide the journalist with the detail to create the story.

Remember, your job is to make their job easier.

Do this and you will get all the media coverage you want.

Don’t leave factual gaps, or leave out important elements a journalist would require for the story.

There are so many news story examples and feature story examples online right now that can show you the type of information you need to include.

All paragraphs of your press release need to:

• Have a natural flow so each paragraph logically leads on to the next
• Avoid repetition between paragraphs
• Avoid echoes throughout your press release
• Quickly, but with detail, deliver a compelling story

Section 5: The Quotes

Now it’s time to introduce your spokesperson to the press release.

This is the person you want to front your business.

Choose carefully as they may be asked for further interviews if your story gets published.

The spokesperson will usually be one of the founders or one of the senior team of the business.

The quotes section deliver the ‘why’ behind the story.

They communicate your passion and there’s a proven way to get this right.

Before you hit the keyboard think about what you want to get across and try the quotes out loud with a colleague.

You want to sound like a human talking, not a robot writing.

Introduce them with their FULL NAME and POSITION then start the quotes.

Aim for two or three paragraphs of quotes and close the quotation marks at the end of the final paragraph.

Section 6: Body Copy – Key Messages

Return to the main body of the press release now and include further factual detail and your key messages.

Your key messages can include:

• When/where your product or service is available
• The price of your product/service
• Your website address
• Technical information about your product/service

Don’t confuse these key messages with your main news hook – they are very different things.

Your release is the vehicle to deliver your key messages.

There is no guarantee the journalist will include your website link, but by following this press release template, you give yourself the best chance.

Section 7: The Closing Quote

Start to bring your story to a natural conclusion with a closing quote.

Your closing quote can be from your main spokesperson or you can introduce a third party spokesperson whose endorsement gives your product/service more credibility.

Section 8: Closing Paragraph

Bring the press release to a neat conclusion with a closing endorsement.

An effective endorsement can come from a trade organization, some favourable market data, or a fact which points to the future and shows what is coming next for your business.

This paragraph helps the journalist see that you and your business are ‘ones to watch’ and are credible enough to write about.

Remember, at every stage of the press release you are looking to excite the journalist with a news story and reassure them that you are newsworthy.

Section 9: ENDS

Here’s a strategy that will put you ahead of 98% of your competitors – always finish your press release with the word ‘ENDS’.

This is good journalistic practice and makes it clear to the journalist that the main body of the story is complete.

Section 10: Contact details

Include full contact information for the person handling all press and media inquiries.

Include their name, email address, and phone number.

Keep it simple and clear.

Section 11: Notes to Editors

Those in the industry refer to this section as the boilerplate.

It includes additional background information which could be of use to the journalist but is not critical to the story.

This tends to be information about your broader marketing communications goals.

Including this information anywhere else would slow down the press release.

Here you can include some biographical information about the founder, the CEO, the person quoted in the release. As well as:

• A little information about the history of the company
• Memberships of trade bodies
• Extra statistical information (sales figures, demographic information) that could provide the journalist with extra colour
• Links to reports or articles that may be of use to the journalist

No excuses, spelling and grammar matter in a press release.

Remember journalists are writers, this is their craft.

If you show a lack of respect for their artform they will have disdain for you.

If you didn’t go to school use spell check or an app like Grammarly.

In 2022 there are no excuses for spelling things incorrectly.

Keep your press release to two pages at absolute maximum – if possible get the body of the release on one page and include notes to editors and contact details on page two.

You’re shooting for 400 words in total.

A journalist does not want an academic essay.

They want a tightly worded, crisp, and concise news story.

Do not turn your press release into a pdf.

Ever.

Stick to a word document and attach it directly to your email. Also, copy and paste the text into your email – some journalists won’t even open an attachment.

And NEVER, EVER embed photographs.

Send high-resolution images (greater than 1mb) and attach them directly to your email.

Include photos of your spokesperson, your product or a suitable news image.

It’s Time to Write a Press Release

Now you know how to write a press release.

You are ready to create a newsworthy press release for your business – one that will deliver the media coverage you deserve.

Download Your Free Press Release Template

9 FAST TIPS ON PRESS RELEASE FORMAT, CREATION, PITCHING, AND SHARING

1. Download our template and worksheet and follow the system.
2. Find a strong news angle for your press release – awareness days can sometimes work.
3. Think which of the three main news story types you have? Is this business news, human interest news or events-based news?
4. Put 90% of your creative energy into your headline and intro paragraph – this should be the essence of your story in its entirety.
5. Be laser-like in your targeting of journalists – only go to those on your media list. Using a PR tool such as Response Source can help you out with this.
6. Make your email pitch direct and to the point – or use one of these press release distribution services.
7. Chase – but not TOO much.
8. Sit back and watch the media coverage come in (try using one of the best media monitoring services to do that).
9. And if you get invited for an interview make sure you read these media training tips first.

Taking the time to learn how to write a press release may seem like a lot of work, but getting it right can have a long-lasting positive impact on your business.

And if you want to follow a press release format that is specific to YOUR business grab our Ultimate Press Release Kit.

You’ll get 10 real-life press release examples for every business and story type – from tech to fashion and professional services to charity.

The post How To Write A Press Release: 2022 Guide and Free Template appeared first on Class:PR.

Then this is for you.

Getting your story on the local news is one of the tried and true marketing ideas for small business. You’ll see it in all the best marketing books. 

When you learn how to get your story on the local news, or on the radio breakfast show, then your business is in front of 1000s of potential new customers and it can transform your sales overnight.

Take fashion business Corala Cashmere, whose business rocketed after a single piece of news coverage meant that they completely sold out when they first launched five years ago.

And this can happen to you.

In this guide, I’m going to talk you through how to get your story on the local news so you’ll be all over the best media monitoring services.

Here’s what we are going to cover:

• What local news can do for your business
• What is a local news story
• Why your story is so important
• How to find the story in your business
• Where to pitch your story
• How to pitch your story so it can’t be ignored

Let’s get started.

What local news can do for your business

Buying local is booming. Governments, NGOs, sustainability groups, you name it, are now all urging people to buy from local producers and companies. And they are – recent reports state that more than half of shoppers prefer to buy from a local brand.

The good news is that regional news shows and sites are often the first port of call for consumers looking to source their local goods.

So if you frame your business as a local news story and get media coverage, then your brand will be seen by 1000s of potential new customers wanting to support your business.

For example, the new microbrewery opens in town, or new local wellbeing space offers free mindfulness classes to the community. Both of these can be newsworthy to the right local news outlet when pitched properly.

The more local exposure your business receives the more you can grow your customer base and increase your sales.

It’s a no brainer.

Many people overlook local news coverage preferring to focus on national media first instead. But in reality, local news is the perfect place to practice before you take your brand to the big time. If you’ve had a little media training local TV is a great place to practice before you’re ready for the News at Ten.

Yes, the exposure of national media is 10x or more what you’ll get on your local news but securing a spot is just the first step. Pulling off a good performance on national television or radio is not as easy as it looks – it takes practise

If you don’t have the budget to invest in full public relations support or media training then you’ll need to practice as you go.

It can take a while to perfect your pitch and become comfortable in front of the camera, so start small and then go big.

But before you start, let’s establish the differences between local and national media. Plus, we will look at some public relations examples and see how you can tailor your pitch to get the best coverage for your business.

What is a local news story

Local news stories are defined by their geographic location.

When a major news story breaks, which is covered by all mainstream media, and has national or global significance, then regional media will look for a local angle on the story.

Such as this story about a Norfolk family who lost their mother in the Boxing Day tsunami or how Brexit will affect people living in rural Somerset.

Local news follows the same story categories as national media – business news, politics, entertainment news, sports, health, and social care news.

The same geographic rules apply to all these categories. For example,  if you are a frozen yoghurt company based in Florida, but you’re trying to get local media coverage in New York, then you’re out of luck.

But if you’ve got a newsworthy story then the media where you base your business will cover you. This is great free PR.

Local news also has an additional focus on community stories – softer, less hard news focused, and more human interest stories that highlight what is happening in the local community.

So if your business engages with the community, in partnership with other businesses, schools, charities or community groups, then your business, by default, becomes newsworthy.

Why your story is necessary

Before you start researching who you should pitch your story to, and how to write a media pitch, let’s start from the beginning and make sure that you have a story that a journalist can’t ignore.

If you don’t get the story right then a journalist will hit delete when they receive your email. 

First impressions count and I’ve seen countless media pitches fail because the small business has neglected THE most important part of the process – finding their story.

First up, here’s a reality check.

Journalists are not interested in your business.

Ouch, that hurts. But it’s true.

Deadline-driven journalists do not have time to listen to generic information about your company.  

Sales figures, product announcements, upcoming event details?

Bland. Boring. Not a story.

You may think it is interesting, because you’ve sweated over your business day and night, but journalists don’t. You must help a reporter out.

News stories don’t sell products or services – that’s what adverts are for. News stories get aired on editorial merit, not because you pay a fee for them.

So…to get your story on the local news you need a newsworthy story.

In other words, you need an engaging and interesting story, relevant to the media’s audience. A story that will make them sit up and take notice, rather than switch off.

The story can reflect behavioral trends, current interests or link to one of the countless awareness days.

For example, you’re a new Vegan cafe, and you’ve seen a boom in customers because lots of people are taking part in Veganuary then you have a newsworthy story.

Your story can also involve members of the community and be entertaining.

For example, if the care home you operate is joining with local dance schools and clubs in the area to hold a Dancing with the Stars Extravaganza to tie in with the broadcast of the live final – then you have a story that will be of interest to your local news.

How to find the story in your business

The first step in how to get your story on the local news is to start thinking like a journalist.

It also pays to understand the difference between a news story and feature story examples.

Whenever a journalist looks at a story they ask these four questions:

• Is it a ‘first’?
• Is it new?
• Is it remarkable?
• Is it innovative?

If you can answer yes to one of these four questions about your story and you’re on track to having a newsworthy story.

Let’s take the first two parts – is it a first and is it new?

Now the clue here is in the name of what we’re dealing with… NEWs. Your story has to be new and has an element of it has to be a first.

Stories of firsts get viewers and drive web traffic.

Then ask, is it remarkable?

Think of the headlines which grab your attention. They are out of the ordinary, they are unusual. Journalists want stories that are different from the norm.

Often the people behind businesses are remarkable. News is emotional, it’s based on hopes and fears. Audiences connect with other people and their successes and failures.

And lastly, is it innovative?

What is the impact of your story? Is your story about creating change, is there an improvement that will affect the journalist’s readers?  

Make sure you can back up your claims with clear, hard facts. A journalist needs evidence of innovation.

Spoiler alert – this is where most business owners have a crisis of confidence.

When they actually start looking objectively at their business they begin to doubt that they will find a newsworthy story.  

But it doesn’t have to be that way.

I’ve been working with small businesses for more than a decade and I am confident that every single business has a newsworthy story within it – you just need to know where to look.

So we’ve created a special How To Guide on How to Find The Story in Your Business. It comes with a free Story Finder template – a tool for thinking through a business in a systematic way to uncover all the areas in which your stories might be hiding.

Where to pitch your local news story

Small business owners typically write a PR plan and then begin their media relations work by having a fixed idea about where they want to be featured.

Demanding to be on the six o’clock news or on the morning breakfast show, without looking at the suitability of your story, is a sure fire way to failure.

Instead, let your story guide you.

Here’s how to figure out whether your story is suitable for local television news:

• Do you and your business present well visually?
• Can your business premises host a camera crew and journalist?
• Do you have a spokesperson who is confident on camera?
• Are you flexible in your schedule and available at short notice?

Or is your story more suitable for radio?

• Do you have a confident spokesperson who is happy to speak live on air?
• Is your spokesperson happy to take part in discussions or debates?
• Are you available for early morning recordings and can you travel into the studio?
• Is your story more issue-based and less visual?
• Can your product be described and understood, without the audience being shown a picture?

Or should you focus on newspaper coverage?

• Do you have an attention grabbing headline for your story that will attract readers?
• Do you have a good image to accompany your story?
• Can you provide compelling quotes for the story?
• Are you looking for coverage pre-event (and are more flexible on deadlines)?
• Do you know how to write a press release for an event?

Before you choose where to pitch your story, you also need to think about timings.

Every media outlet works to their own editorial calendar and it varies between outlets depending on the frequency of the show, publication or broadcast.

If you want to be featured on a particular media outlet then you need to work on their deadlines and make sure you pitch your story at the appropriate time.

Timelines for pitching the media your stories:

• Television: 1-2 days
• Radio: 1-2 days
• Newspapers: anything between 1 day and 1-3 weeks
• Magazines: 3-6 months in advance

And what’s the golden rule in pitching?

Do not spam. And do not use a press release distribution service for getting on the local news.

Do your research and find out exactly where your story would be a good fit – draw up a quality media list.

Use this guide to know how to find someone’s email so you make sure you get to the right journalist.

Then armed with that intelligence, figure out which journalist or producer (if it’s a show) you should contact.

Make sure you contact them for a good reason – either because they are responsible for the show, or they have run stories like yours before.

Make sure the journalist knows that the pitch is personal and you are not just sending it to everyone.

Include in your email – “I thought this would be a great fit for your show” or “I know you ran a similar story like this back in the Autumn and I thought this would be a great follow.”

Once you know who you want to pitch, there are a few easy ways to find their contact details:

• On the contact page of the website/publication/media outlet. Journalists are normally listed by category – business, technology, sport, etc.
• Get on Twitter. Most journalists are. Some will list their work email in their bio and some will have their messages set to open so you can DM them. Those that don’t have their messages open? Follow them and then @ them a brief pitch. If they like what they read they’ll follow you back and you’re off.
• Contact lists can also be really useful when you’re on the hunt for contact details. Most major media platforms will have a list of all their main writers and contributors so check those out too.
• If you can’t find their email listed online, you can try ringing up the reception or the switchboard of their publication and simply ask for it.

Remember, you are not looking for a huge number of journalists to pitch to, at most you will be aiming for 3 or 4.

We want quality pitches, not quantity.

How to pitch your story so it can’t be ignored

How to get a story in the local news? If there’s one way, it’s this:

You don’t have to SELL your story, you have to TELL your story.

You have to do a journalist’s job for them. You need to present them with a clearly written and compelling news story.

The best way to do that is by learning how to write a press release, one that demonstrates the news value of your story and immediately tells the journalist that they cannot ignore it.

Here’s what a press release should NOT be:

• Full of exaggeration and false promises
• A sales pitch
• Self-congratulatory – I/we are amazing, honestly!
• A list of technical information about a new product or business

There is a clear system to writing press releases and we break it down for you in our step by step guide, complete with a free template.

Once you’ve nailed your press release (with a boilerplate) and you have a ready-made news story, then it’s time to pitch it.

Journalists are inundated every day with 100s of emails. So you need to make sure your email stands out within their crowded inbox.

Here are my top 5 ways to stop your email from being ignored:

• Use your subject header to grab their attention. You need to make the journalist sit up and take notice. Make sure you include the main news hook of your story so they know this is an email worth opening.
• Provide value, help them do their job and make sure your email directly conveys the news value of your story.
• Use the word ‘story’ in your email, show the journalist that you know the currency they trade in. Say: “I have a story about XXX and I thought it might be of interest to you.”
• Don’t provide them with lists of information. You need a well-crafted story in the form of a press release. Something that they can clearly cut and paste if they are rushed off their feet.
• Situate your story within the wider news agenda so the journalist will see that your story is relevant to their audience.

And what if your story is not snapped up the first time?

Don’t worry, not everyone is successful in their first attempt.

Sometimes journalists are just too busy to respond to stories, even if they are newsworthy, or perhaps an editor has decided that your story isn’t quite the right fit for them at this moment in time.

Follow up your pitch with a polite but not pushy email, letting the journalist know that should the story be of interest to them in the future then you’re available to work with them.

You wouldn’t believe how many people let journalists down – they don’t show up for interviews or cancel at the last minute.

If you and your business become known as a reliable source of news stories then you will be featured ahead of your competition, every time.

And if your first story doesn’t make the headlines, then try again. Media relations, PR, and marketing is a long term game. When done right, over time you will get the exposure that your small business deserves.

Now you know how to get a story on the local news

So now you’ve had the ultimate guide to getting your story on the local news.

You know what stories local media want and where to find them in your business. You know where and how to pitch your story to local news. 

The next step is to do it – put yourself and your business forward to be on your local news with a brilliant public relations campaign. 

And if you’re ready to take your media pitch to the NEXT level grab our Media Pitch 101 product.

This essential PR kit includes proven email templates, phone scripts, media photo checklists and pitch prep sheets so you can drop the nerves and pitch ANY story with confidence.

The post How to Get a Story On The Local News [2022 Update] appeared first on Class:PR.

Understanding the difference between these two pieces of editorial content is vital if you want to excel at public relations and media relations. 

It will help you know how to write a press release and how to write a media pitch – or even which press release distribution service to use.

It will inform you of the lead times – the time between creating the story and publication – that you need to stick to.

And it will set your expectations for how you will be represented in the final piece of coverage.

Crucially it will help you build a PR plan for your business – a winning public relations campaign.

Knowing the difference between news story examples and feature story examples is important when completing a press release template.

Let’s get into it.

The Difference Between A News Story And A Feature

A News Story…

Broadly speaking a news story is about something that is timely, it is happening today, tomorrow or next week.

An event, change or breakthrough occurs and due to its importance (or triviality in some cases), it is deemed to be newsworthy. These public relations examples show you what makes the grade.

Think of a product launch, a court case, an election, a crime occurring, a riot breaking out, a politician saying something daft, a company winning an award.

And if you want to know how to write a press release for an event, knowing what makes news is critical.

The list for what makes a news story is endless but here are a few recent examples:

Woman, 100, marries partner of 30 years

Floating pipe to clean up plastic in the ocean

GitHub launches Actions, its workflow automation tool

Company launches world’s most perfect chopping board (yes, really!)

Note these stores are from very varied media – from TechCrunch to CNN – but what unites them is their perceived news value for the relevant media. You can learn this.

Your own stories may not be as dramatic as these but think about your B2B media – there will be news in your company that they will want to hear about.

When identifying news stories about your business you need to have something that hits one of the following criteria:

• Something genuinely new about your business
• A real innovation you have developed
• Something utterly remarkable about you or your business
• How you are disrupting your market
• A ‘first’ in some way

And remember what’s considered newsworthy for The Times will be different to Mashable, Sewing Monthly or whatever your target – even if it’s just ‘how to get a story on the local news‘. 

Writing A News Story

As the term suggests, this consists in the main of conveying the news in as direct a manner as possible, without leaving out any important fact.

To write a news ready press release (with a boilerplate) use this proven press release template. 

News journalists tend to be on much shorter deadlines and will perhaps work on anything up to ten news stories a day.

An average news story is usually between 30 – 400 words in print/online.

This is one of the big differences between a news story and a feature. Length.

And news agendas change faster than you can say “what’s my attention grabbing headline?” so don’t get disappointed if you were promised top billing on your favourite TV News show and suddenly find you get three seconds at the end. If you’ve had media training you’ll know how to make the most of any opportunity. 

That’s the nature of news.

Don’t take it personally, keep going and in the long run your efforts will pay off – especially if you’re always thinking how you can help a reporter out.

Feature Story Examples

Features are much more reflective and examine current trends, patterns, awareness days, mark an anniversary or take a more in-depth look at a current news story.

Features can usually include case studies to highlight a particular point that is being made or an issue being discussed.

They align much more closely with these sorts of marketing ideas for small business and can be part of an influencer marketing campaign. If you want to know more about those have a look at our pick of the best marketing books.

As a startup or a small business, you need to keep a close eye on the relevant media for you and think about how you could prepare case studies that may be of use to your target audience. Using a PR tool such as Response Source can help with this.

Offer them up when the time is right. Help the journalist to do their job.

Nowadays you will often see journalists using Twitter to find a particular case study for a feature they are working on.

Follow hashtags such as #prrequest and #journorequest and sign up for HARO (Help A Reporter Out) there are feature opportunities here EVERY day.

Feature writers are usually working to longer deadlines than the news writers so they have a bit more time to consider if you are right for their story.

A feature is also much longer than a news story, usually around 2,000 words, but can be much more.

Journalists are often looking for decent feature ideas so if you think you have one share it.

Pro warning. Don’t approach them with some advertorial trash, rather use the insight of your industry to give them an angle on something they may not have considered before.

A feature article can also include a lot of opinion and comment so don’t be afraid to share your views.

Remember, no reporter wants bland, beige quotes.

Unlike a news story a feature is not just about the facts, yes these are important, but a decent feature writer brings colour and description, much more so than in news, to hold the attention of the reader.

Help the writer to paint a picture with a brilliant case study and granular background detail.

Some Feature Story Examples To Give You A Clue

How do you keep bananas fresh?

A day in the life of an Amazon driver

Crazy nail art that has taken over social media

What mumpreneurs need to know

So that’s a quick overview of the crucial difference between a news story and a feature. 

If you’re still a bit unsure here’s a final headline-themed clue:

A news story: The First Flying Car Launched by Tesla

A feature: Will Flying Cars Change the Way We Commute?

Now it’s your turn, what will you write, a news story or a feature story?

Whatever you go for make sure you use one of the best media monitoring services to track your success. You don’t want to miss all that free PR.

And if you’re ready to take your PR work to the next level grab our PR Starter Kit.

Our must-have kit has every template, script, strategy and guide you’ll ever need to do PR – all in one place.

The post What’s The Difference Between A News Story And A Feature? [2022] appeared first on Class:PR.