I have been reading the New York Times for the past month and have been intrigued by how PR professionals insert their client stories into the news. It is a brilliant tactic and necessary for the success of many clients. I want to point out just three things that it takes to get your story into the news. This, of course, isn't professional advice, it's just what I have observed and what you may want to do to improve your efforts in getting stories into the major news outlets.
First, be relevant. Many stories are great, but are they specific to what is going on now and what people are interested in? Make your story fit what is being covered or be relevant to a trend that is happening now.
Second, provide a compelling and interesting story. People love stories, so if you can make your story speak to people at a personal level -- whether it be funny, sad, or any other emotion -- it will be accepted more easily.
Third, be clear and concise. News editors know what they are looking for and if you send a ten page story that isn't clear or concise you will not be taken seriously. Be kind to news editors and send the story with a compelling header. They want a good story, make them see why yours is the best in every way.
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