Writing for the media

At a recent networking event, I listened to 2 journalists, one ex BBC and one current on the Working Lunch business programme. They were talking about what it takes for businesses to be featured in the media.

I thought it might be useful to summarise some of what they said.

1. It's about the audience. Just as any business writing should be targeted to the audience's needs, so is any media coverage.
2. Be interesting and most important. . . understandable.
3. If you can't write the introduction to the story in a couple of sentences then it's a rubbish story. Like writing a clear, crisp elevator speech that reaches the heart of what you can offer people.
4. What's the connection? To current events, what people need and how you can help them.
5. Think about where is best for your idea/information to be seen. Many people think about only the top programmes and media. You might have faster coverage in industry magazines than in national newspapers.
6. Journalists are now more prepared to use PR releases as they stand because there are fewer staff in newsrooms.
7. Weekly newspapers are now in effect daily newspapers because of their online versions so are looking for more content all the time.
8. And last but definitely not least, be passionate about what you have to offer. Enthusiasm sells faster than formal pieces.