The importance of images when pitching to media

My name is Monica Rosenfeld, and I’m the founder of WordStorm PR. I’ve been producing short videos to show you exactly what you need to get ready before pitching your idea to a journalist. I started off with how to structure a press release, then moved on to how to write a pitch e-mail, and today’s video is going to be all about images.

It’s essential to get professional high quality images ready before you pitch to a journalist. I would go so far as to say it’s compulsory to spend some money on a professional photographer as they know their work and the results will get you a great result. I can’ tell you the number of times that clients have said to me sure, I’ll get my partner to take some photos tonight on their iPhone and the next day they send me images with an arm cut off or just really low quality composition. The media is a visual medium, and if you can show the journalists a visual representation of the pitch you have a much better chance of getting cut through.

So clients often ask me, what sort of images should I get taken? What I would suggest is get your good standard head shots and head to waist shots but then really try and express the personality of your brand through the image. If you sell a product, get your target audience to be using your product in the image and if you’re in the service space industry you can express the personality of your brand by really thinking about the background, the location and even the expression on your face. When you pitch your story idea to the journalist you should always include a small image in the body of the email and also attach a few low res images to the e-mail. Then at the bottom of your pitch email you can let the journalists know that high resolution images are available on request. Whatever you do, don’t attach a whole range of high res images because it’s going to block up their inbox and they will not like that.

Media outlets often take their own images but even if they end up doing this it’s still important in the pitch to show them a visual representation of your story so that you get across the line and get their photographer to come to you if that’s what they want to do.

So think hard about the images, get a professional photographer to help you and enjoy the process. See you next week.

How To Pitch A Press Release

My name is Monica Rosenfeld and I’m the founder of WordStorm PR. Last week’s video was all about how to write a press release that will get cut through with the journalists. So in this week’s video I’m going to tell you how to pitch that press release so that the journalist actually reads it. So the pitch is in the form of an email and you’ve got about five seconds or less to capture the journalist’s attention.

The most important part of that pitch is the subject line because that will make or break whether the journo deletes it or continues. In the subject line, you should write potential story ideas for and then name the media outlet and then the heading or the title of your press release. In the body of the press release, make sure you address the journalist by name and let them know that you’ve got a great story idea that their audience will get value from. Take out the key points of the press release but it really should be no more than three maximum four lines and then at the bottom of the press release you can say that more information is available in the press release attached. It’s a really good idea to also include a good low res image relating to the angle that you’re pitching within the body of the press release.

Now, it’s really important to follow up that e-mail pitch. When we do a pitch we get some response back from journalists but then when we follow up four or five days later we get 50 percent or more response. So in the follow up pitch you should write in the subject line ‘follow up pitch for’ and then the media outlet and again the heading of your press release. In the body of the e-mail, again make sure you’re addressing the name of the journalist and get really succinct and to the point about what the angle of the press release is. I would suggest with this email do dot points of the key points. Again include your low res image because that just helps make it visually appealing. At the bottom of the email just say you know if they want more information or if they want to line up an interview they can contact you and put your contact details.

Pitch this out with the press release attached and good luck with it. See you next week.

What to prepare before pitching to media

My name is Monica Rosenfeld and I’m the founder of WordStorm PR. Over four weeks I’ll be producing short videos to show you exactly which materials you need to prepare before pitching your idea to the media.

Now I’ve heard it said that the press release is dead and I’m here to tell you it’s actually not true. What is dead is writing a whole lot of advertising copy, pitching it to thousands of journos you buy on a database and hoping your phone will call. Yes that strategy is dead and can stay dead. But I’m here to tell you that we use press releases every day to get our ordinary clients in mainstream headlines. When it comes to writing a press release you should stick to one angle per release and that angle has to involve content that will add value to and engage the audience of the media you’re targeting. Maybe it’s statistics to do with your industry, top five tips or tying it in with something that’s going on in the world and being reported in the news but once you have a clearer idea what your angle is it’s time to write a one page press release about it.

Now the most important thing about your press release is getting the headline right and the first paragraph because if you don’t get these two things right the journalists will switch off. When it comes to coming up with the perfect headline, think about the media that you’re targeting and imagine what the heading of that story might be. This is what you should use as your headline. When it comes to the first paragraph, put all the factual information in there. It’s not time to waffle on. Just get to the point.

Now I’m going to give you two most important things to think about with your press release. 1 and it sounds obvious but it doesn’t always happen and I’ve seen it from being on the other side, put your contact details at the bottom of the release. If a journo reads the release and wants to interview for a story they want to find out straight away who they can contact to get more info or to line up an interview.

The second one is stick to one page. Journalists are time poor and if you can’t communicate your angle in one page then you need to keep working on it until you can.

If you want a checklist about the top ten things to make sure you put in a press release and how to frame it. Feel free to get in touch. Thank you and I look forward to seeing you next week.

How to be an expert spokesperson

Have you ever wondered how to become the expert spokesperson for your industry on TV programmes such as the project, news programs and morning shows?

The key to doing this is to be available to talk about your topic when your industry is trending in the media and in social media. A great example of this is Daniel Lewkovitz, who owns a security business called Calamity Monitoring. Daniel has shown journalists time and time again that he is available to answer their questions at short notice. He is a true expert and he gives educated opinions based on years and years of experience. This makes him great media talent which keeps journalists keep coming back to him for more.

There are some industries that are really conducive to becoming an expert spokesperson in these include the retail sector, property, financial and budget management, workplace relations, mental health, really anything to do with psychology, parenting and really the list goes on and on. The key is to have a really good and strong opinion about whatever is being discussed and not being afraid to put it out there and to share it to the masses.

So what’s essential is to really stay on top of what is being discussed about your industry, formulate an opinion, contact the journalists and put it out there. My name is Monica Rosenfeld and I’m the founder of WordStorm PR. If you’d like to discuss how to get your brand on TV. Send me a line. I’d be happy to have a chat.

How to get your brand on TV

My name is Monica Rosenfeld and I’m the founder of WordStorm PR. Over four weeks I’m producing short videos about how you can get your brand on TV. And today I’m going to focus on how you can get your product on TV.

If you are the creator of an awesome tech product, morning programs run regular segments reviewing such products, the first thing to do is research the top tech journalists in Australia as these are the people who are running the reviews on air. An example of this is our client Embrace Smart Mirror who just last week, appeared on Sunrise in a review by the Gadget Guy.

Gifting periods also provide fantastic opportunities to get your product on TV whether it’s Mother’s Day, Father’s Day, or the Kahuna of gifting seasons, Christmas, morning shows and current affairs programs will always give gift suggestions to their audience. They may do this in several ways. Sometimes they line up a table with a top five or 10 gift ideas and go through each ones and other times they’ll produce a story whereby they’ll segment products into perfect gifts for kids, men, women etc.

For programs like the living room, you don’t have to wait for gifting season as every single week they have a segment called Hot or Not where they talk about the virtues of a different product. If you’re prepared to do a give away, a morning program such as Studio 10 could give you the opportunity to have a three to five minute story as long as they feel that your product will resonate with their audience and you’re prepared to give away 60 products to their studio audience.

Besides these, if you can tie your product into a bigger story you could have a really good chance of getting exposure on TV. An example of this is our client Moochies who have created a smartwatch for kids and tweens. We tied the angle into the importance of having peace of mind when you start to give independence to your child or your tween. This story got a run on the news and they also had a six minute interview on The Today Show. After which time they sold $100,000 dollars worth of product.

So think about how you can tie your product into the TV audience and show the producer how your product will engage and add value to their audience. Do your best to get it across the line because the results are well worth it. If you’d like to have a chat about how you can get your brand or your product on TV feel free to get in touch. I’d love to chat to you about it.

News and A Current Affairs

My name is Monica Rosenfeld and I’m the founder of WordStorm PR.

Over four weeks I’m producing short videos to show you how you can get your brand on TV. Today I’m going to focus on news and current affairs programs.

Now producers of these programs are largely focused on reporting on issues of the day or the week, so it’s important to tie your story into what’s currently happening. I’ll give you an example of this. As many of you know that as of February in Australia we are no longer able to purchase codeine based pain products over the counter. Our client Painpod is the distributor of a wearable tech product that encourages natural healing in your body. This provided the perfect opportunity to put them in the spotlight as an alternative to codeine based pain products and indeed the story got picked up by nine news and today tonight.

Now producers of current affairs programs will always want to talk to a case study that is someone who has benefited from using your product or service. It’s also really important to think about the visuals of the story because they don’t just want to interview what they call a talking head for a five minute story, it’s boring and audiences tune out. Perfect visuals include your case study using your product or your service or perhaps bring them into your office if appropriate and show them what happens there their day to day.

If you want to take advantage of news and current affairs programs you have to stay on top of what’s going on in the day and really think about how you can tie your story into that and it’s not always obvious. We had a client that matched brands up with people who were happy to put branding on their car and drive around with it. It was the time of budget cuts and everyone was talking about pulling in the purse strings and not spending as much. We pitched a story to the TV programs about how you can make money by sitting in traffic. It got picked up by news and many other media from there on. So really make a point of looking at what are the issues of the day and how can you tie your brand into it, then pitch that to a news and current affairs journalists and watch the exposure that you get from that.

If you want to talk more about how you can get your brand on TV feel free to get in touch. Thank you.

Morning TV Shows

My name is Monica Rosenfeld and I’m the founder of WordStorm PR.

Over the next four weeks I’m going to be producing short videos to show you strategies of how you can get your brand on TV. In this video I’m going to be focusing on morning TV programs such as Today Show, Sunrise and The Daily Edition.

Producers of morning TV shows are looking for content that will add value to and engage their audience. In this case their audience is largely made up of women, who are a very powerful market seeing as they have huge amount of control over the household purchases.

Every morning TV show has a regular format of reading regular news feeds advertisements and advertorials but in between all of that there’s quite a lot of air to fill and they want to fill it with content that will keep their audience switched on and tuned in.

If you want to have a good chance on getting on morning TV show you have to have something interesting to show or tell a good strategy is coming up with Top Five Tips on a topical issue. Think about how you can educate and add value to the audience. For instance we arranged a TV interview with our budgeting coach David Rankin who got onto to TV to give five top tips on how to keep create financial goals that you will actually stick to. They were so impressed with him that he has since become a regular and he’s been on two more segments relating to budgeting issues. See that’s the thing with TV they’re always looking for good spokespeople. So if you can show them that you’re good reliable media talent you’re very likely to get called back.

Now you might be thinking that your target audience doesn’t watch morning TV shows therefore you won’t bother putting your PR efforts there but I would argue that being able to say as seen on Sunrise on your website through your social channels and on your marketing collateral does give your brand credibility and trust and it does resonate with your target audience even if they might not necessarily watch the show.

So what top five tips can you come up with related to your expertise that will have you beaming across the lounge room of Australian consumers. Have a think about it feel free to ask me any questions and I look forward to seeing you next week.

PR Misconceptions 4

My name is Monica Rosenfeld and I’m the founder of WordStorm PR.

Over four weeks I’ve been creating videos addressing misconceptions that I hear all the time from clients when it comes to magnifying their message in the media. And the misconception I’m going to address today is that you need to throw a party or an event when you launch a business in order to get media exposure. This is just not true. Now in order to throw a really good and impressive party it costs a lot of money and we all know that when launching a new business venture spending your budget wisely is really important.

You may have noticed that the media landscape has changed and is rapidly continuing to change. Magazine titles are closing and new online sites are constantly opening. What this effectively means is that there are less journalists out there doing the job of gathering content that adds value to and engages their audience. And what this means is that they simply don’t have the time to run from event to event. But rest assured a journalist does not need to attend your event in order to run a story about you. As long as you provide the information that they need and the images that they require they can write or produce the story while sitting at their desks. This means they get their jobs done faster and they actually might get home on time. And this is something that they will greatly appreciate.

Now if you have a product or service that you feel it’s imperative that a journalist experiences it. There are far more impressive and cost effective ways to give them the experience without throwing a great big party. For instance if you’ve got a beauty product or service why not give journalists individual experience of your product and service at a time that suits them. This will be far more effective in educating them about your brand. They’ll enjoy the experience far more and you’ve got a greater chance of getting a fantastic write up.

 

I hope have given you some food for thought and I look forward to seeing you next week.

 

PR Misconceptions 3

My name is Monica Rosenfeld and I’m the founder of WordStorm PR. Over four weeks I’m creating short videos that address the misconceptions that I hear from business owners all the time about magnifying their message in the media.

The misconception I’m going to address today is that you have to be the founder of Uber or some equally famous brand. For a journalist to be interested in featuring your business in the media this is simply not true.

Journalists are looking for content that will add value to and engage their audience. So if you can provide them with this information even if you’re not yet a household name you have a really good chance of getting a look in. Sometimes journalists even prefer to feature lesser known brands than huge high profile names where everyone already knows their story.

Now you might be thinking your content is just not interesting enough to capture a journalist’s attention. This is simply not true. Your expertise may not seem as interesting to you because you eat live and breathe it every day but other people out there don’t know your knowledge and they can learn from it and media are attracted to people who can share valuable information.

So this week I’d like to challenge you to think about your own business and think about valuable content and information that you can share that will add value to the audience if various media outlets.

Magnify your message through the media and enjoy the bucket loads of credibility and brand trust that you’ll get along the way. Good luck and I’ll see you next week.

PR Misconceptions 2

My name is Monica Rosenfeld and I’m the founder of WordStorm PR.

Over the next four weeks I’m going to be addressing the main misconceptions I’ve come across. When it comes to businesses magnifying their message in the media.

The misconception I will be addressing today is that you have to pay cold hard advertising dollars to be featured in the media, this is simply not true. There are two sides to any media outlet. The advertising side and the content side that is not advertising driven media outlets rely on advertisers. It’s their business model. However they also rely on content that’s going to add value to, engage and educate their audience. This keeps the audience coming back and without an audience it will be very hard for media outlets to attract advertisers. On the flip-side if media outlets only ran content produced by advertisers their audience will become disengaged very quickly.

Let me put it this way would you tune in to the project for instance if you knew it was only filled with paid advertising content or would you read your favorite business magazine every month. If you knew that all the stories in there were only there because the brands paid for them to be there. Now there definitely is a place for advertising. However this relies on you having a budget to be able to do it consistently and strategically. The best case scenario would be you doing both forms of marketing both paid advertising and media relations to get that credibility but without advertising dollars you can certainly build your credibility and trust in the media.

So what content do you have in your business that will add value to the audience of a media outlet? Have a think about it and enjoy the credibility you’ll enjoy from free media exposure.

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