Think Like a Reporter

Develop stories that media outlets want to run and readers want to read


Availability
On-Demand, available until Oct. 31, 2017
Recorded Oct. 12, 2017
Full Price: $200
Members: Free!

Categories: Communication Strategy, Social Media, Techniques & Tactics, Writing

Consider the numbers:
-  Two-thirds of business-to-business editors said that fewer than half of the releases they receive are relevant to their publication, according to a survey conducted by Thomas Rankin Associates.
-  Most city editors believed media relations pieces promote “products, services and other activities that don’t legitimately deserve promotion,” writes Dennis L. Wilcox and Lawrence W. Nolte in Public Relations Writing and Media Techniques.
-  No wonder some studies estimate that 55% to 97% of all releases sent to media outlets are never used, according to Wilcox and Nolte.

So how can you create PR pieces that are among the 3% to 45% of those that actually get the word out?

In this webinar, you’ll learn how to think like a reporter to develop story angles that readers want to read (and that journalists and bloggers want to run).

Specifically, you’ll learn how to:
Fill in the blanks to a great benefits lead: You’ll leave with formulas and recipes for crafting leads that sell the story and stand out from the crowd.
Move from event to impact: Learn simple steps for transforming your event, speech or meeting coverage into news readers can use to live their lives better.
Create two types of stories media outlets want more of (and avoid one they wish they’d never see again!)
Go beyond “new and improved” to information readers really want to know about your product.
Steal secrets from Silver Anvil winners: What do nationally award-winning PR writers do that you don’t do?

Presenter

Ann Wylie, president, Wylie Communications

Photo of Ann Wylie

Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.

           

Accreditation

Participants earn 1.0 APR Maintenance Credit for a half-day course. Learn more about Accreditation maintenance.