THE FOUNDATION OF MEDIA RAPPORT

Cornerstone #2: Skills > Writing

Do you know what a press release is for? Do you know what a pitch is for? If not, you better learn! How you present written content to reporters is as important as the content itself. Press releases must be reserved for newsworthy content, while pitches (a.k.a. story ideas) are simply “food for thought” for reporters to consider as possible articles.

But while understanding this difference is important, the most important element of effective writing for the media is to keep everything concise, to the point, and accurate. Try to convey your message or news item in as few words as possible and be sure to back up your assertions with facts or statistics (and be sure to cite your sources!). Accuracy in writing is mandatory. Passing along wrong information to a reporter in a release or pitch is a quick way to ensure NO coverage.