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No Nonsense News Pitches for Credit Unions

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dml communications
dml communications

Strategic public relations tactics for credit unions to get increased coverage from the media. Think like an editor!

Economy & Finance
1 of 52
No Nonsense News Pitches Minnesota Credit Union Network 2012 Marketing & Media Bootcamp
Stand out
Do your homework
Think like a journalist
Research
Deadlines
Newsworthy?
News values • Timeliness • Proximity • Conflict • Bizarre • Impact • Prominence
5 Ws & H • Who? • What? • Why? • When? • Where? • How?
Headlines 7-second rule
Leads • Question • Quote • Summary • News • Direct address
Like a story...
Accuracy
If your content is consistently inaccurate, editors will not run it and eventually not trust you. Bridge burned. Truth/honesty + newsworthiness = trust
Brevity
• Get to the point! (or lose your audience) • Watch for redundancies • Remove unnecessary words
Clarity
• Keep it simple • Avoid industry jargon • Be specific • Check time sequence
2 audiences
Pitch
• Remember your news values • Target issue: Research editorial calendar • Sources: Credible and available • Anecdotes/Examples • Background links • Graphics
What editors like? • Numbers • Art • Brevity • Bullet points • Accuracy • Clarity
What editors like? • Simple words • Exclusives • Know their publication - and their readers • Attribution • Know their deadlines • GSP
AP Stylebook
What editors dislike • Salesy • Advertisement • Inaccuracies • Unresponsiveness • Calling them on deadline • Not knowing their publication
Frank Diekmann, Publisher “Why would my readers care?” • Editors want something that informs. • Editors want something that entertains. • Editors love underdog stories. • Editors love myth-busting stories.
Marc Rapport, Online Editor • Editors want how latest trends affect their readers/industry. • Editors want how current issues affect their readers/industry.
Lisa Hochgraf, Editor • Get to know the local reporters. • Use social media to connect w/ reporters. • Leverage seasonal, holiday, event stories.
Relationships
Consistent
Social media
• Post news on your website • Tweet news w/ link to your website • Post news on Facebook w/ link • Pin relative images to Pinterest w/ links • Create and post related video on YouTube • Embed YouTube video on blog (tweet too!) • Don’t forget: Reddit, Digg, StumbleUpon
Benefits to editors • Reliable source • Trust you • Use you
Benefits to your CU • Consistent media coverage • Positions you as a leader • Builds trust with your audience • Boosts your business
Benefits to consumers • Trusted resource • See you as a leader • Turn to you for info and advice • Come to you for business
Financial expert
Questions
Contact Mike Lawson DML Communications mike@dmlcommunications.com 760-845-8146 Twitter: @dmlcomm Slideshare.com - search “dmlcomm”

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No Nonsense News Pitches for Credit Unions

  • 1. No Nonsense News Pitches Minnesota Credit Union Network 2012 Marketing & Media Bootcamp
  • 2.
  • 5. Think like a journalist
  • 7.
  • 10. News values • Timeliness • Proximity • Conflict • Bizarre • Impact • Prominence
  • 11.
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  • 17. 5 Ws & H • Who? • What? • Why? • When? • Where? • How?
  • 19. Leads • Question • Quote • Summary • News • Direct address
  • 21.
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  • 26. If your content is consistently inaccurate, editors will not run it and eventually not trust you. Bridge burned. Truth/honesty + newsworthiness = trust
  • 28. • Get to the point! (or lose your audience) • Watch for redundancies • Remove unnecessary words
  • 30. • Keep it simple • Avoid industry jargon • Be specific • Check time sequence
  • 32. Pitch
  • 33. • Remember your news values • Target issue: Research editorial calendar • Sources: Credible and available • Anecdotes/Examples • Background links • Graphics
  • 34.
  • 35.
  • 36. What editors like? • Numbers • Art • Brevity • Bullet points • Accuracy • Clarity
  • 37. What editors like? • Simple words • Exclusives • Know their publication - and their readers • Attribution • Know their deadlines • GSP
  • 39. What editors dislike • Salesy • Advertisement • Inaccuracies • Unresponsiveness • Calling them on deadline • Not knowing their publication
  • 40. Frank Diekmann, Publisher “Why would my readers care?” • Editors want something that informs. • Editors want something that entertains. • Editors love underdog stories. • Editors love myth-busting stories.
  • 41. Marc Rapport, Online Editor • Editors want how latest trends affect their readers/industry. • Editors want how current issues affect their readers/industry.
  • 42. Lisa Hochgraf, Editor • Get to know the local reporters. • Use social media to connect w/ reporters. • Leverage seasonal, holiday, event stories.
  • 46. • Post news on your website • Tweet news w/ link to your website • Post news on Facebook w/ link • Pin relative images to Pinterest w/ links • Create and post related video on YouTube • Embed YouTube video on blog (tweet too!) • Don’t forget: Reddit, Digg, StumbleUpon
  • 47. Benefits to editors • Reliable source • Trust you • Use you
  • 48. Benefits to your CU • Consistent media coverage • Positions you as a leader • Builds trust with your audience • Boosts your business
  • 49. Benefits to consumers • Trusted resource • See you as a leader • Turn to you for info and advice • Come to you for business
  • 52. Contact Mike Lawson DML Communications mike@dmlcommunications.com 760-845-8146 Twitter: @dmlcomm Slideshare.com - search “dmlcomm”

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