Ever wonder if your press release made it to an editor? Or if you’re calling a reporter too often with your pitches? This article gives you an inside scoop that will help you fine-tune your media relations strategies in the New Year.

We interviewed Kate M. Jackson, a regular correspondent for The Boston Globe. She writes feature stories for the paper, with a focus on the Real Estate, BostonWorks, and Living/Arts sections. Following is her advice to PR people about what they should know when pitching their ideas to the press.

What kinds of hooks/angles/topics/ingredients do reporters look for when PR people pitch a story?

Reporters are always on the lookout for a good story, especially ones on emerging trends within their particular beats. They also appreciate strong human interest angles or story ideas that provide a local perspective to a wider national story. They especially look for studies, surveys and statistics that support the story you’re pitching. It’s also helpful to provide the names and contact information of potential sources from your company and times they are available for interviews (preferably when the reporter is off deadline).

It’s not enough to tell reporters you have a good story, you have to show them why their readers should care. Provide specific examples of how your company/client is a participant in a larger story affecting the readers’ lives or corners of their worlds.

Do reporters prefer emails followed up with phone calls or visa versa?

This varies. For instance, I know there are some reporters who still prefer to receive pitches and press releases via snail mail, regardless of how unrealistic it is. Subscription services like Bacons/MediaSource or PR Newswire provide information on thousands of reporters, including how and when to contact them. Still, if you don’t subscribe to these services, there’s nothing wrong with emailing a reporter and asking how he/she prefers to be contacted. In fact, many would probably appreciate the courtesy call.

Do most reporters mind being contacted more than once about a particular story, or do they find it annoying?

There is a fine line between “persistent” and “annoying.” Stories with shorter shelf lives certainly warrant a follow up call or email but those with longer lead times don’t have the same urgency. One follow up email or phone call is fine. If you know you have a hot story and desperately need to get the reporter on the phone, keep trying -- just don’t leave 100 voice mails. If reporters are interested, they will get back to you. If you don’t hear from them, they’re just not that into the story. In this day and age there is no need to follow up on a press release. If it didn’t bounce back to you, it reached its destination.

What do reporters look for in a press release?
Brevity. A reporter usually needs about three sentences to smell out a story. You can always provide links to the company’s website for additional information. Also make sure you’ve got the correct reporter or you’ll face deletion. Someone recently sent the same press release to every single reporter at the Globe and there was almost an uprising.

Is there a list of "dos" and "don'ts" when contacting the press?

DO: Read the publication and be aware of what the reporter is covering or recently covered. Try to adopt a similar tone to the publication in email or chit-chat. For instance, the Wall Street Journal will have a different vibe than Semiconductor Weekly, say.

DO: Write and think like a reporter: Show - don’t tell - why the readers should care about the story.

DON’T : Stalk, follow up on press releases, call on deadline, or say something is off-the-record -- nothing is ever off the record.

Do reporters/editors depend on those outside the news organization to give them ideas/stories?

Definitely. Fresh perspective is the heart and soul of a good story.

What is a recent success story where a reporter was contacted with an article idea and it was well received?

A PR person contacted me about a story about Bostonians who were moving back to their old neighborhoods, buying condos, and investing in the community. Her client was a developer of one of the newer condo buildings. She not only provided me with names and contact information of her client and some people who’d moved back but also contact information of competing developers and residents from other neighborhoods. She came up with the story idea but then took it a step further by contacting her client’s competitors to demonstrate a trend. Generally you need three examples to show a trend. So, while the story would not be about her client, it would certainly position him and his development project in a pioneering way. And, the story has all of the ingredients for a solid local real estate piece with strong human interest flavor. Everyone benefits.

How does one build a long-term successful relationship with the press?

Like any successful relationship, it’s all about following through on your promises. Don’t promise the CEO and then produce the VP of Marketing. Make sure your pitches and story ideas are specific and well-targeted. If it’s not a good story, don’t pitch it. It’s so much more effective to have three really solid pieces opposed to 10 little mentions here and there.

What are some of the hot topics/themes today? This will vary greatly depending upon reporter and publication. The best way to gauge the hot topics/themes is to read the publication you’re pitching, familiarize yourself with its tone and audience, and research past articles written by writers that cover your industry.

How accurate are Editorial Calendars regarding the topics they list?

Again, this will vary greatly depending upon publication. Personally, I’ve never known an editorial calendar to be written in stone. If you're unsure, call the publication and ask.

Do reporters/writers utilize press releases that are distributed by the paid newswires, Business Wire and PR Newswire?

If the press release has news the reporter can use for a story or as a springboard for a story, then sure. However, when companies issue press releases just for the sake of issuing press releases, they tend to become invisible after awhile.

How important are personal contacts in getting a reporter/writer to get back to you and in getting considered for coverage?

If you have a truly hot story, then personal contacts won’t matter as much. However, a personal relationship built on a proven track record of great leads and ideas will certainly afford you more air time with reporters in which to sell future stories.

Do you want to have your own PR business, but you don't know where to start?

Franchising is an excellent way to be in business for yourself, but not by yourself, because the franchisor is always there to help. A franchise system provides a method of doing business that has been tested over time in the marketplace. This system provides expertise as well as national advertising and marketing support to drive clients to franchisees.

In any new business, “time is money.” When an individual buys a franchise, she or he purchases a turn-key business based on the years of experience and the proven methods of the franchise system. The ramp-up, and return on investment are both very quick.

PR pros who join a franchise system gain the benefit of being part of a “family” where all the members work together and support one another. The whole really is greater than the sum of the parts.

Shock PR International is an innovative franchise concept for public relations professionals who want to have their own PR businesses, but also want a support network of other professionals and national branding. The newly-launched franchise system is based on the successful Shock PR agency model, in operation since 1992, which continues to service clients as a separate entity. We invite you to consider becoming a charter Shock PR International franchisee. Contact us at 508-435-0900 or send an e-mail to Richard Shock at rshock@shockpr.com.

Shock PR is pleased to welcome two new clients this month.

Metaphor Solutions is a leading provider of packaged speech IVR applications and tools, offering the largest portfolio of packaged applications and the fastest tools to develop, customize, and deploy speech IVR applications to enterprises. Tools and applications are available for download on the company website: http://www.metaphorsol.com.

Sherrill House, the premier not-for-profit skilled nursing facility in Boston, provides short- and long-term rehabilitation and nursing services. More information can be found at http://www.sherrillhouse.org.

AutoHeroes, which offers expert, personalized car-buying assistance to consumers, launched a new corporate program with Partners HealthCare hospitals and the TJX Companies. http://www.autoheroes.com.

1stWorks, a real-time interactive software communications company with solutions for secure collaboration, conferencing, and multimedia content delivery, featuring patent-pending data compression technology, announced version 5.5 of its hotComm desktop platform. http://www.1stWorks.com.

Metaphor Solutions announced a partnership with XO Interactive to deliver automated phone-based customer service solutions to the leading network security software company.

Sherrill House announced the opening of their new state-of-the-art 30,000 sq. ft. Frank Wood Wing, which adds accommodations for 40 more residents, and brings Sherrill House’s total capacity to 196.

This is the time of year to think about your goals for 2006, both personal and professional. Studies have shown that those who write down their goals are more likely to achieve them. So, take some time before January 1 to think about what you really want to accomplish in the coming year, then put those intentions in writing. You may want to post them next to your desk as reinforcement. You’ll be surprised how many you can make come true!

email: rshock@shockpr.com

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