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.

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.

Connect with Ping:

On LinkedIn

Ping Publicity website

Email

Episode transcript

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