Sometimes a PR strategy requires months of planning, meetings with the client to refine a press release and a curated media list meant to maximize high-value mentions. Other times, it’s an email to a reporter saying, “Hey, I saw your story on this topic. I have a follow-up idea for you.” Those quick pitches can actually get a reporter to reply and get your client coverage.
Lest a PR consultant’s job look too easy, we should make one thing clear—it takes more than just an email to get a story. The email itself is easy to send, but it lands when your PR consultant is paying attention to the local news, has relationships with a reporter, and has drafted a pitch that connects your organization with what news outlets are looking for.
The Strategy in Action
Here’s an example of how these elements came together for Barefoot and our client, Colorado Enterprise Fund (CEF), when we saw a story on Denver7 about a local sandwich shop that was faced with a difficult financial situation that left them strapped for cash flow.
After getting a green light from our client, we reached out to the reporter with a new angle. If he wanted to zoom out from this specific tale and explore how common it is for small businesses to get into financial jams, we had just the story for him. Within a few days, we were sitting in the Colorado Enterprise Fund offices, overseeing an interview between Denver7 and the CEF director of lending. Later that day, the reporter spoke with a CEF client and by the weekend, the story was live.
PR doesn’t have to be overcomplicated, just effective. Especially when you trust your consultants’ instincts about what might pique a reporter’s interest. The same skill set that allows us to build long-term media strategies makes us qualified to see an opportunity for quick coverage.
Don’t let your next media opportunity pass you by. Book a call with us today to learn how we can support your media coverage goals.
Written by Carlie McGuire, Senior PR Associate at Barefoot PR
