Press Release Distribution vs. Pitching

“Press Release Distribution vs. Pitching” by Tom Nardacci

Good public relations plans position you or your organization as a source of information for the media. When a story breaks in your industry, or when a feature is being considered, the editor, producer, or journalist thinks of you.

In reality, organizations find their way into the news primarily through sending out news releases. Separate from content (newsworthiness of your release; providing a “hook” to attract interest to your story) and timing, you should develop an effective strategy to get your story placed. Understanding the difference between pitching and distribution is important.

The best approach to land a story is “pitching” to reporters, editors (print), or producers (television). Pitching involves your spokesperson directly connecting to the media outlet. I pitch on e-mail, by phone, or via fax with a note to a specific person. Directories like “Bacon’s” include notes on most reporters with a preferred method of contact (some reporters do not want any phone calls at all). Identify the key reporters and deliver a concise pitch. If you can’t reach someone, be persistent in a pleasant tone. If a reporter says “no” to a story, move on to the next reporter, but try them the next time you have a story.

Press release distribution is important because there isn’t enough time to reach every outlet one-on-one. Distribution should be broad, and you'd be surprised at the stories it could result in. I use distribution services such as Business Wire, Empire Newswire, and web-based PR Web. These services are money well spent when combined with your pitching efforts.

Over time, pitching and distribution of news releases will position your organization as a good source. Your media relations work – reliability, promptness, insightful interviewing – will solidify that distinction.