Originally published by Resonates, this snappy Q&A with myself was designed to give PRs some notes as to how increase the chances of gaining coverage in Sustainable Business.
1) What makes a great story?
It sounds obvious, but you have to give me something new. It must be unique, or at least have an interesting or different slant to it. Ultimately, it’s got to be something that my readers want to read.
2) Out of the many press releases you receive every day, what’s likely to catch your eye?
Comedy always works and gets my attention. Clever and not-too-wordy headlines/subject lines work too.
3) What’s your pet hate?
When media relations/PR professionals do not understand my audience and pitch things which they should know I won’t be interested in. Do your homework because not every publication/media outlet has the same audience.
Also, the daily ‘did you get my email?’ phone calls. Unless it’s somehow gone missing, yes, I got it.
4) What’s the best way to pitch a story to you?
Telephone, without doubt, followed up with an email with more detail. There are so many emails flying around that it’s impossible to remember all the pitches that come in.
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