Stop Sending the Same Email for Every Story
Professional public relations isn't about having one communication tool. It's about having a toolbox and knowing which tool is right for the job. A news release, media advisory, story pitch, subject matter expert pitch, and op-ed all serve different purposes. Using the wrong one can make even a great story easy for a reporter to ignore.
The News Release: When You Have Actual News
A news release is probably the format most people recognize, but it should only be used when you actually have news to announce. New leadership, a major donation, an award, a grand opening, a significant milestone, research findings, or a new product launch are all appropriate reasons to issue a release. It serves as the official announcement and should be written in a journalistic style, complete with quotes, supporting information, and organizational background. The goal is to give reporters enough information to quickly understand the story and decide whether it's worth covering.
When you distribute a news release, don't send just the document itself. Include high-resolution photos, company logos, links to your organization's website, and your social media channels so reporters can quickly gather additional information. If quality video already exists, include that as well. The easier you make it for journalists to access supporting materials, the faster they can move forward with a story.
The Media Advisory: Invite Reporters to the Event
A media advisory is something entirely different. It's designed to invite reporters to cover an event.
A media advisory answers only the essential questions: Who? What? When? Where? Why should media attend? Its purpose is to let assignment editors quickly determine whether sending a photographer or reporter is worthwhile. Since media advisories are focused on logistics, include parking information, maps, interview opportunities, contact numbers, and a description of the visuals reporters will capture on-site. A great event can lose media attention simply because the logistics weren't communicated clearly.
The Story Pitch: Sell the Angle, Not the Announcement
Story pitches require a completely different mindset. Instead of announcing news, you're presenting an idea. The focus shifts away from your organization and toward the audience the reporter serves. A strong pitch explains why the story matters now, why readers or viewers should care, and why this angle is different from everything else competing for attention that day.
Keep your pitch concise. Reporters don't need several pages of background information before they decide whether they're interested. They need a compelling angle, a timely reason to care, and confidence that interviews, photos, video, and other resources will be readily available if they decide to pursue the story.
The Subject Matter Expert Pitch: Offer Expertise When News Breaks
Sometimes the news isn't happening inside your organization at all. Instead, a major story breaks in healthcare, finance, education, cybersecurity, or another industry, creating an opportunity for your spokesperson to explain what's happening.
In these situations, you're not pitching a story—you're pitching expertise.
Your pitch should quickly establish why your spokesperson is uniquely qualified to comment and what perspective they can offer that others may not. Include a brief biography, professional credentials, a current headshot, links to previous interviews or published articles, and direct contact information that makes scheduling an interview simple. News moves quickly, and accessibility often determines whether your expert gets the interview.
The Op-Ed: Lead the Conversation
Unlike a news release, which announces facts, an opinion piece presents a thoughtful perspective on an issue that matters to the public. A well-written op-ed doesn't promote your company or organization. Instead, it contributes meaningful insight, supported by facts, experience, and a clear point of view.
When submitting an op-ed, include a short author biography, contact information, and links that establish the author's credibility. Editors aren't looking for a packet full of promotional materials. They're looking for strong writing, informed opinions, and ideas that add value to the public conversation.
Don't Forget the Supporting Materials
Regardless of which communication vehicle you're using, your supporting materials can make the difference between getting coverage and getting ignored.
Always think about what a reporter will need to complete the story. That often includes high-resolution photography, broadcast-quality video, your organization's website, links to your social media channels, background information, interview availability, and direct contact information. If you've published previous media coverage or have research that supports your story, include links to those resources as well.
The goal is simple: answer the reporter's next question before they have to ask it.
Make the Reporter's Job Easier
Every additional email or phone call a reporter has to make slows the process down. In today's fast-moving newsroom environment, that can be enough to send them looking for another story.
The organizations that consistently earn media coverage aren't necessarily the ones with the biggest news. They're often the ones that understand how journalists work and provide exactly what reporters need, exactly when they need it.
Choosing the right communication vehicle—and packaging it with the right supporting materials—can make all the difference between being overlooked and being covered.
