In this episode, Rob Patterson of Parkins Lane and Paul Evans of Toro Digital are joined by Ping Chew, Founder of Ping Publicity.   We discuss: Why it’s important to apply Ping’s “so what?” “who cares?” test to remain objective when writing a media release. The benefits of researching the topic/subject matter and journalist to find a better hook. The difference between a pitch and a media release. The key elements to determine ‘newsworthiness’. Also read Ping’s blog, “What does newsworthy mean?” How to structure a media release: Heading: should be no more than 8 words and say exactly what it is about, as simply as possible. 1st and 2nd paragraph: to contain all (and/or relevant) newsworthy elements. Quote: from the main contact / source. 3rd and following paragraph: introduce the person and/or provide any further supporting information. How to structure your email to a journalist: Pitch the story in 8-9 words.  Copy and paste media release into the body of the email. Include a 1 link that contains all additional/supporting material: photographs, research, reports.  Follow up with the journalist 3-5 days after pitching your story. Should you offer exclusivity on your story? Connect with Ping:   On LinkedIn https://www.linkedin.com/in/pingchew/ Ping Publicity website https://pingpublicity.com.au/ Email [email protected] Episode transcript https://www.professionallychallenged.com/episodes/how-to-cut-through-and-have-your-media-release-picked-up-by-a-journalist/  See omnystudio.com/listener for privacy information.

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