What is important to remember when pitching radio?
It is vital to keep location in mind when pitching radio, because stations and local networks are always seeking ways to localize a story, says Curt Gill, operations manager at News Generation.
“One method of localization is to have a general release, but provide stations with additional supporting information, [such as] state-by-state statistics [from] a survey or study that evaluate each area,” he suggests.
Providing stations with an individual release by market featuring local statistics and information is another method. While time consuming, Gill notes that this method can be the most “user-friendly” for stations. “It provides all the resources necessary to create a story featuring their geographic area,” he explains.
What's the best way to position a senior executive as a thought leader with the media?
The executive must have something compelling to say, notes Albie Jarvis, SVP at Porter Novelli. “In today's busy media environment, the executive needs to contribute value to the discussion in order to garner attention from the media,” he explains.
Messages should be framed in a way that stands out, Jarvis suggests. For example, an executive could be pitched as having a counterintuitive view, or taking a controversial stand.
It is also important that he or she is willing to discuss competitors fairly. Nothing hurts an executive's credibility more than to be seen as pushing a single company or product, he explains.
“Your executive needs to approach the interview as a two-way dialogue – not as a monologue to push an agenda,” Jarvis says. “Conversation is the best way to influence your target audience.”
How can our startup position its product to the press in a way that will stand out from the crowd?
“Developing your positioning and articulating key messages can be difficult processes, but they will lead to enormous payoffs in terms of PR,” says Joanna Kulesa, president of Kulesa Public Relations and founder of the PR Café.
Positioning shows where a company fits into the marketplace, demonstrates its unique offerings, and explains why the audience should care.
“Your positioning should be a very clear, credible, defensible, and memorable foundation upon which all of your outbound communications are based,” she explains. “It is the framework of the story that you will want to tell to the press, analyst, partner, investor, and customer community.”
Kulesa explains that positioning must be clear and easy to understand. “If there are only three things to remember when it comes to positioning, it's to be concise, consistent, and compelling,” she advises.