Casting your line and hoping media takes the bait takes skill and insight into how media operates.

Don’t just expect the big fish to bite, if you aren’t feeding them something they can get their teeth into, something that sets your story apart from their cluttered desk of media releases.

So, what do you need to feed media and get their attention? The answer; a compelling story that stands out from the crowd and demands to be told.

Stories that get media’s attention include:

Firsts (whether world firsts or Australian firsts
Milestones in your sport or industry
Achievements
New/innovative technology
Interesting back stories
Anything unique and quirky

In our client’s case, the Sports Aviation Federation of Australia had a group of 10 paramotor pilots who were undertaking the Burke and Wills expedition by air- all with a two-stroke engine on their back. It’s a story that ticks all media’s requirements; unique, achievements for the sport and an Australian-first feat.

How to package up your story:

But having a compelling story to tell, is just the tip of the iceberg. Delivering this story in a newsworthy and timely manner, while ensuring you target the right media outlets to gain maximum exposure, takes time and the expertise of a public relations professional.

So, let’s break it down on how to execute a well-polished news story for media:

Timely:In the case of our group of paramotor pilots, we wanted to pitch the story well in advance of the group taking flight. Media are bombarded with media releases, so it’s important they have enough time to do a preview story or time to organise a crew to attend on the actual launch day. There’s nothing worse than pitching a story the day before or the day of. Your story just won’t fly.

Newsworthy: Make sure your pitch is direct and to the point. Outline the most important information in your opening sentence (the most newsworthy hook). Media are time-poor and don’t have time to pull out all the best bits from your release. Explain what the media opportunity is, where it takes place, who is involve and who the best contact is.

Imagery: A picture paints a thousand words and can be the key ingredient to selling your story. Make sure that when you pitch your story you have high quality images and, in our case, footage that media can use on their social media platforms or vision for television. Some news crews can’t get out to cover your story on the ground but can still do a story with the imagery you provide.

Be available: There’s been plenty of occasions where we are on media deadline, coordinating with our clients to schedule interviews or video grabs. The news cycle doesn’t sleep, so make sure your phone is off silent and you are ready to take media calls, no matter what hour of the day it is.

Don’t put your fishing rod away just yet

Just because you’ve pitched your story, it doesn’t mean your opportunities for further coverage don’t exist. When it came to our 10 paramotor pilots, we achieved media coverage from more than 118 media outlets across the country. It was a story that gained a lot of exposure for the sport and our client SAFA. But once the story went live across Australian airwaves, we then did follow ups with media to see whether we could have further coverage once the paramotor pilots achieved their Australian-first feat. This can be achieved through a simple follow up email or phone call. In our case, it was a thank you card to journalists, outlining our appreciation, as well as offering up further story ideas not just with the paramotor pilots, but other story angles from our client, SAFA.

How can Sustainable Marketing Services help?

Sustainable Marketing Services have a proven track record in helping air sport organisations elevate the profile of their brands, generate leads and help retain existing members.

We have strong experience working with the MAAA and the SAFA to name a few.

Sustainable Marketing Services can develop marketing, public relations, digital marketing and social media tailored for your organisation.

Meet us for coffee, we're happy to share our knowledge and understand how we can help your organisation take flight.

Contact us on 1300 699 085 or email us now for a complimentary meeting.