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Top 5 Tips on How to Work with the Media

Tip 1

What might be news to you is not necessarily news to the outside. Write news releases with headlines that mirror those in the news. Address issues & trends relevant to the media outlet you’d like to be in.


"I do not want lengthy pitches or blatant advertisements masquerading as story pitches. We do news and we want our stories to be pegged to the news.”

- Fox News Channel, Sr. Executive Producer


Tip 2

Announce news. Do not send press releases disguised as ads. Don’t start a press release with: “Tune In… or Don’t Miss.” Those are surefire ways to land in the trash.


“The best PR professionals give the best details in 25 words or less, and pay attention to and think about how a journalist writes a story. Subject lines should be short, but interesting enough for him to open the e-mail.”

- Reuters, Business Reporter


Tip 3

Target your press pitches. The more personalized your press pitches are, the more likely your story idea will grab the eye of an editor.

“The best PR professionals offer exclusive pitches.”

 - Fortune Magazine, Managing Editor


Tip 4

Act as if the media is your client - your bread and butter. Without a track record of solid press relations a media relations executive is worthless.


“Truly helpful PR professionals reply in a timely manner, help us know what the story is and work with us whether the story is good or bad for their clients. Those who do this will get a better ear.”

- Wall Street Journal, News Editor


Tip 5

Cater to the media’s needs with a sense of urgency. If you don’t, your competitor will.


“He says the best PR professionals disclose information willingly and promptly. He would like access to top people unconditionally and instantly.”  

- Crain’s Insider, Editor

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“Good reputations create wealth.”
-Charles J. Fombrum, author of REPUTATION from Harvard Business School Press