How to hit the headlines – tips to get the Editor’s attention

Are you frustrated by countless attempts to receive media coverage? Do you hear crickets after approaching a publication with an article or pitch to cover an event?
Trying to secure editorial coverage can be a frustrating process, but one that is essential for the growth of most companies. Editors are inundated with phone calls, emails, press release and media packs every day, so you need to ensure you stand out from the masses. Obviously, different media outlets will be on the look-out for various approaches, but these 10 tips could help see your article, event or product launch finally hit the headlines.

1. Do your research.
This is the Golden Rule. You absolutely must understand the publication you are seeking editorial coverage in: their target demographic, their average reader, their style, etc. Read up on their 'regulars', usually columns or sections, which are repeated in a pattern each edition. If you tailor your pitch to fill these regular spots, you're likely to get noticed faster. Find out if the publication prints seasonal articles or if they do any themed editions. If you don't do your research, it is painfully obvious - and your email is going straight into 'deleted' folder.

2. Don't be impersonal.
Addressing the editor as “Dear Editor”, “Sir/Madam” or, “Media Friend” in an email is mostly seen as laziness. It’s more or less understood in a bulk emailing situation, but will still feel impersonal (hence why it’s a good idea to pick and choose who your press releases go to). It takes 30 seconds to Google or phone the publication to find out the editor’s name. Even worse? Getting their name wrong.

3. Approach them with multiple unique and relevant angles for your pitch.
Editors need to know why it is important for their readers to know about something; and not simply because you believe it's important. Who is their publication targeted to? If a magazine's average reader is a 35-year-old mother, then pitch your story with an angle that relates and includes them. Steer clear of re-hashed materials and unimaginative ideas that play to clichés.

4. Don't fill your press releases with jargon. Keep it simple.
Most editors want to be approached with ideas that are easy to understand. It sounds strange, but editors don't want to have to 'think' about what you're trying to convey. If it's too hard for them to wrap their heads around quickly, it's unlikely their readers will be able to either.

5. Know the publication's deadlines.
There's nothing worse than receiving an interesting and unique pitch for something time sensitive, after the relevant edition has already gone to print.

6. Catch the editor's attention in your first sentence.
Ever picked up a newspaper or magazine article, read the first sentence and thought, "I'm bored out of my mind"? That's what it's like when an editor receives a dull, dry and non-creative pitch or press release. Grab their attention! Go on!

7. Be polite, don't spam and don't get attachment-happy.
It sounds so simple, but the number of times editors are greeted with a hasty "hello", followed by a flurry of information without so much as a "how are you?" is phenomenal. Everyday manners are important, and a professional, friendly and relaxed phone manner is even more so. In addition, don't clog up the editor's inbox with press releases and don't ever send multiple large attachments in the introductory email. It's almost certain they will get trashed or put in the "I'll read it later...maybe" folder. If an editor is interested, they will contact you for more information.

8. Try to build a professional relationship with the editor.
This is not difficult to do, but many people don’t go the extra mile to build beneficial, professional relationships with key media players. Networking and contact building is one of the most important parts of an editor's job. If an editor shows an interest in your pitch, suggest meeting up for a coffee to discuss it further. If you get a good response, you can start to ditch the formalities and continue to pitch stories, many on an exclusive basis to sweeten the deal. Don't disappear once you have got the coverage you want - continuing the relationship will only serve to benefit both parties.

9. Don't be afraid to ask questions.
If you don't know, ask. It really is that simple. Do you need to find out the print deadlines? Do you want to know why your pitch was ignored? What material might a publication be looking for in the future? Yes, many editors will be extremely busy and may struggle to answer all your questions right away, but if you explain that by further understanding the publishing process you will be able to cater better for their readers, you might get noticed next time.

10. Keep trying.
If it doesn't work the first time, keep trying and don't be discouraged. Make sure you change your approach each time - it will most likely pay off in the end. 

Rebecca Lewis, Editor, www.anza.org.sghttps://www.anza.org.sg