Franklin Roosevelt once said: It is common sense to make a method and try it. If it fails, admit it frankly and try another. But try something. And above all, you should try to get a NASA press release story for small business marketing and public relations.
Many companies still believe public relations and media begins and ends with a business event. And this includes receiving a nod from the local newspaper.
NASA uses these techniques well. Stay around, and we’ll tell you how it is much more than that.
The ordinary success story is a relic of the past, and it’s time for a new and novel take. What was successful last year needs a refreshing approach to capture attention today. You have noticed that, haven’t you?
And capturing attention is the name of the game, isn’t it?
One of the easiest and most effective ways of sharing exciting news about your company is distributing press releases to journalists.
However, journalists receive hundreds of emails every day from different companies. They all want to make it into publication, therefore, before you have to make sure that you’re applying some best practices to catch their attention.
To help you with ideas on how to creatively pitch to the media, our research uncovered some of the top press release distribution tips.
Related: Using Word of Mouth Marketing to Grab Attention
https://digitalsparkmarketing.com/social-media-marketing-wars/
NASA press release story … the secret ingredient
So what is the NASA secret ingredient? Well, maybe not so much a secret.
A key ingredient is a social approach to the media and public relations.
What is the secret sauce to getting free media publicity? It is not having the best spokesperson or hiring the best PR firm.
The ultimate insider secret is quite simple. It is just to think like a reporter. It is as simple as that.
There are only about 33,000 full-time, daily journalists in the U.S., as of the 2015 census. Compare that to the 306,500 PR managers and public relations specialists, and you begin to see a challenge:
People paying to tell their story outnumber the daily news journalists nearly 10 to one.
So, how do you begin to compete with these odds?
NASA press release story … where to begin
The question of where to begin is simple enough. Pick five journalists and start to build relationships with them.
Begin with these questions on each one:
What do they write about and which industries as they cover?
Where do they socialize online?
Do they share any friends with you?
Based on the research findings, narrow your list to the best three journalists that match up best with your objectives.
Here are their best tips for getting your press release noticed the right way.
Know where to find journalists’ contact information
Lets say you’ve identified the section and the publication you want to pitch your story to. Now what? If you are just missing the correct journalist contact information, make sure you know where to find it.
To begin with, you can use a limited free version of the sites below to begin your media list.
Each allows you to look up a few free contacts before asking for a fee.
http://contactable.io
https://press.farm
https://anewstip.com
https://muckrack.com
https://www.hey.press
Get your story in front of the best journalists
Your press release isn’t going to do anything for you unless you can get it in front of people who will cover it.
That’s why we recommend eReleases, which can distribute your release via the Associated Press and PR Newswire networks, as well as their network of sites.
NASA press release story … think beyond print
“The easier you make our lives, the better. Linking to an explanation video helps, as do screenshots.” Ben Parr, former editor of Mashable
Add-ons like photographs and recipes are also very useful
Make your assets easily available. If you have video, make it available as an embed.
Have appropriately sized screenshots. It also really helps if these videos and screenshots are interesting and relevant.
If you have a mobile app, offer up a promo code on the pitch to minimize my time having to ask if I can have one.
Ride a news wave
Attempt to tie in a company’s news, whenever possible, with regional or national trends. Note do not force this strategy or stretch the truth anywhere in the story.
NASA press release story … personalize your pitch
Try and mention similar articles the reporter has covered.
There is simply no substitute for cultivating a list of reporters and bloggers who specialize in your field. This includes writing them individually with your press release.
Even better, include a mention of a recent article they wrote that was on the same topic as your press release.
Tie in relevant, current news
First and foremost, the press release itself needs to contain “newsworthy” information.
Marketing and advertising are what you as a company say about yourself. The press is what others say or reprints about you.
The release should have some news perspective that allows a journalist to see if the subject matter is relevant to their beat of reporting.
Before putting out the release, also consider the current news cycle and if the announcement has some relevance in current reporting.
Build relationships and become a reliable source of expertise
This piece of advice relates to building relationships. By becoming a reliable source, reporters will turn to you first when on deadline as they know that you will come through for them.
This has several advantages including:
Raising your credibility, your company’s credibility, and your SME’s credibility.
Saving reporters time spent looking for sources when they have you in hand.
Getting media placements without having to do the heavy lifting since the journalist already knows to expect a good angle from you.
If a journalist has expressed interest in your pitch and asked for some follow-up information, give that person what they want — and more.
Be obsequious. Offer to go the extra mile for them by making their lives easier. The easier you make their lives, the happier the journalist. A happy journalist is more likely to write about the topic you’re pitching.
Try to befriend your journalists once you’ve made a “connection.” If they live in your area, invite them to coffee or lunch.
Get to know the types of stories they like to cover and tailor your pitches to their story preferences.
NASA press release story … learn the kinds of stories journalists need
The best way to pitch a member of the media is first to create a genuine relationship with that person and ask them what type of story ideas they prefer to receive.
This creates a dialogue between you and the journalist. It shows that you’re serious about helping them to find the right stories.
To create these relationships with members of the media, reach out to them via Twitter or email. Consider asking them to meet for coffee (if they’re local) or for a quick phone call if possible.
Once you’ve created a relationship with those journalists, you should then send them pitches via email. They should be customized to their individual preferences.
Just blindly sending a press release to a journalist you’ve never met or spoken to rarely works. That will guarantee that your story will not be picked up.
Present your press release in a creative way
Be creative and don’t be afraid to try something that might seem outside of the “norm.”
Remember, editors and writers, are getting pitched hundreds, if not thousands, of press releases a day. You must, therefore, find a way to make yours stand out.
Before determining what exactly will set your press release apart, know your audience. Know whose attention you’re trying to grab and hold.
For example, we were pitching a summer concert series on behalf of one of our clients. Instead of sending out a media alert, we designed an oversized concert ticket and incorporated the information within.
It ended up being fun and an attention-grabbing way to relay the news. And best of all, it got great coverage too!
NASA press release story … craft a punchy elevator pitch
Remember that press releases are a major form of branding. This is exponentially vital in the online marketing world of the present day.
SEO has shifted to being more about branding and engaging content than about getting backlinks.
According to Business Know How, the best way to write a classy elevator pitch that has viral potential is to have the following information at hand:
knowledge of your brand, products, and services
an understanding of your market
research on what your competition is doing
an awareness of the competitive edge you offer
Still, you’ll also want to add some spice, bravado, and swagger to your headline to capture more attention.
A boring and stagnant headline may be newsworthy, but that doesn’t mean it’s not making people pull their hair out when they read it.
Abide by the editing process
Editors at press release distribution services, newspapers, and online news websites are stringent.
You’ve got to bear in mind that they are all fervent studies of the English language, AP style, tone, and prose.
They don’t see any wiggle room in proper grammar or adherence to style. They see only black and white with no spatial gray area in between.
The bottom line
In conclusion, remember that the media are a busy bunch.
The goal of a media press kit should be to save them time.
Probably the worst thing you can do with an online media kit is to offer no information about advertising opportunities.
The media simply don’t have time to wait. The information should be right there at their fingertips.
Make your media kit a TOOL for planners to quickly gather the information they need. Do it well and they’ll thank you for it in media dollars.
