Maximising media coverage.

Almost every story presents multiple opportunities to secure media coverage. So, once you've written your main press release, identify any other categories of journalists that might be interested, and tailor the release for the different needs of each category:

If your story was initially targeted at the national media, is there an angle for local or regional media? If there is, prepare additional releases that lead on the local angle. For example, you've organised a national competition - you should be able to secure media coverage in the home towns of each of the finalists.

If, on the other hand, your release was originally targeted at a local newspaper, consider whether it might be strong enough for the nationals. If the story is that you're opening a new store, probably not. But if the ribbon's being cut by David and Posh Beckham, the nationals will want to know.

There may be many different angles to your story. Say you've just commissioned research (as we once did on behalf of a client), that has proven that children from pet-owning households are healthier than children that don't have a pet. That's a national news story. But you've also got obvious angles for the parenting media, the pet press, and children's magazines. Whilst you're there, don't forget to submit your press releases to online publications. Aside from the increasing value of online coverage (both in its own right, and for generating inbound links to your website) your story may get picked up from the Internet by an offline journalist.

Want bucket loads of media coverage with the least amount of effort? Then don't forget to submit your story to a regional or national news agency. Get your story in with them, and it could get picked up by all the nationals for the next day.

Write your radio press release to read more like a script. Make it sound like something you’d expect to hear being read on the radio. Offer an interviewee and include, say, 5 proposed interview questions that the broadcaster can ask your interviewee.

Television is the hardest nut to crack. Broadcast media in the UK is governed by very tight regulations concerning how and if commercial products can be mentioned. Your story needs to be very strong and very visual. You’ll have to be very inventive in finding ways to get your product mentioned or seen (unless it is inherent to the story).

Last updated: February 2007

Related public relations idea guides and resources:

• What is public relations?
• When and how to use public relations
• Choosing a PR agency
• Writing a press release
• Sending press releases
• The media embargo
• Ringing journalists
• Measuring and evaluating PR
• Consultheguru for a PR idea for your business