Traditional media relations still play a vital role for public relations practitioners. In this lesson, we will discuss how to make a pitch, how to write a good press release, and how to use a newswire.

Traditional Media

Could you imagine the Super Bowl without advertising commercials, or magazines without more information about your favorite products? Traditional media is essential for companies to advertise to customers and potential customers. Companies still advertise through traditional media, which is newspapers, television, radio, and magazines. Many people still listen to the radio, watch TV, or read the newspaper, which makes it still relevant to utilize traditional media to reach them.

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Commercials on television give companies a way to promote their business to millions of people. Newspapers and magazines reach people and allow a company to provide more information about their products or services in print. Radio is useful because people are often driving, so sending a verbal message about a product or service can stick in their heads. Traditional media will always be a large component in a company’s marketing technique.

The Pitch

The first step in advertising to traditional media is the pitch, which is when public relations practitioners suggest a story they want covered to different media outlets. It is essential for PR to research various media outlets to determine which one will be best for their company. When pitching, it is important to tell a story and to make sure it will catch the journalist’s attention. The pitch can be done via email or over the phone. It is helpful to develop a good relationship with different reporters, so that they are more likely to be receptive to your ideas. It is essential to make sure the material you send to reporters relates to stories they typically cover, because otherwise it will not even be considered.

Let’s say you work for an advertising company, and your client wants you to pitch a marketing campaign to reporters about a new product launch. The company wants you to promote its gaming system. You would first want to research what publications would include information about a business’s new venture.

After the research is done, you want to pitch the idea to different media outlets. You would first send an email explaining that your client has a new product that will change the way customers think about gaming. The pitch should include how this gaming system will differentiate itself to other gaming systems. The pitch should be made to various electronic magazines, and local outlets to help get the story covered. The whole point is to catch the reporter’s eye so they will want to write a story about the new product.

Writing a Good Press Release

A press release is an official statement from a company that gives information on what story or information the business wants covered. A successful press release should grab the attention of the reader right away. You want to catch the reporter’s attention, so the first paragraph should be dedicated to discussing the essential information in the article. Make sure it is grammatically correct and has quotes to help give an outside opinion other than your own. The press release should include any important numbers and information you want readers to know about the company. Limit the press release to one to two pages, as this allows you to give sufficient information without being overwhelming.

How to Use a Newswire

Newswires are used by companies and public relation practitioners to spread news stories to an electronic wire service. A newswire is a place where reporters can look for breaking news stories. The client will send information to the newswire, where it will be uploaded into a database. Different writers have the ability to view the press release and use it for their publications. A newswire can be costly and goes by how many words are used. The more words or graphics, the more expensive it is. Say you own a new and upcoming company and want to have a product launch party. If you wished to use different outlets of media, you could use a newswire. A newswire will allow various publications to release your press release about the product launch party. Your product launch will be promoted in different media outlets and can reach different consumers.

Lesson Summary

Companies still advertise through traditional media, which is newspapers, television, radio, and magazines. The pitch is when public relations practitioners suggest the story they want covered to different media outlets, while a press release is an official statement from a company that gives information on what story or information the business wishes to be covered. Additionally, newswires are used by companies and public relation practitioners to spread news stories to an electronic wire service.