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A recent client needed help connecting their message to the community about their 100 year old organization and their upcoming gala to celebrate this milestone. In a news cycle where everyone wants to know about the NOW, it took some strategy to find the right way to make this message relevant to every day folk.
Through the right pitch to the right media messenger, we found media outlets who could educate the public about this civic organization while genuinely putting out a call to action. To do that we had to make sure they would "get" the bigger story. You see, a 100 year old organization is kind of interesting, but a 100 year old organization that has changed, adapted, and stayed relevant throughout those 100 years is VERY INTERESTING.
We knew how important it was to find the right media messenger when a Morning Anchor asked my client not the usual questions but rather, " not much is still around from 100 years ago, but your organization is, how are you still relevant?" I can't stress how important it is to make sure the right people are asking the questions.
What happened next, is just what we wanted, our clients didn't feel like they were being "interviewed" they felt like someone was curious enough to ask the real questions, and the "interview" then turned into a conversation. A much more effective communication tool.
RRight Now Communications, identifies that universal truth in your message, connects that message to the right media outlets who can help you communicate it effortlessly to your audience and get them to act. So, let's start the conversation.
Nothing drives a reporter crazy, more than a long press release, than maybe a long press release that doesn't convince them to care about the topic. If it's long and complicated, you might as well have emailed yourself. If you want results fast, make it easy for your Media outlets to understand and even CARE about your story pitch.
I ask my clients a series of questions about their event, program, topic before I make a pitch, they may seem like obvious questions but I find that most of the time the client hasn't truly articulated these answers on paper or out loud. It makes a difference.
1.) Why is this XX important?
2.) Why should someone take time out of their day to support or pay money for XX?
3.) If you were to describe xx to a 6th grader, your son, mother or husband, what would you say?
4.) Why would anyone care about this? Why should anyone care about this?
Of course these questions change in variation depending on what I'm pitching but you get the point. Make it completely simple right off the top why media outlets should invest their time to connect your story to the public. If you can't communicate it passionately? Why SHOULD they? By all means take the time to clearly explain the WHO, WHAT and WHERE, but spend a considerable amount of time on the WHY. In this day and age when reporters have little time and less resources, it gets results. Simply.