By
Jack E. Appleman, CBC, President, SG Communications
While most trade magazines willingly publish press releases, features
and technical articles about your company's products with minor
edits, the horizontal press is far more selective about what qualifies
as "news." This holds true for publications ranging from the
Wall Street Journal to daily newspapers to regional business
journals.
To get quotes or bylined articles in these periodicals,
you need to shift your focus away from embellishing your company's
products and services and toward developing newsworthy issues.
Step out of your industry's paradigm and figure out
what might intrigue a broader-based audience. It could be
the potential impact of proposed government regulations, an analysis
of a recently released survey, or a significant trend forecasted
by one of your top executives. In some cases, news hooks can
be timed to coincide with theme issues planned for upcoming editions.
There may be instances when a major achievement
by your company constitutes news, provided its importance reaches
well beyond your corporate walls. When you think you've got
the story angle, put yourself in the place of the writer and ask
yourself: Will this interest the reader?
If the story angle passes your news test, the next step
is framing the issue through a well-conceived pitch letter, a concise
one-to two-page story proposal. This letter, which also serves
as "speech notes" for pitching over the phone, should comprise the
following:
1. The opening: What's the headline and lead?
Visualize the headline and lead for the article you're
suggesting. Then convey it in the first sentence. For
example: Recent OSHA crackdowns could cost suppliers millions
in fines and shake up the industry. Then, if necessary,
use one or two more sentences to further explain the issue.
To gain some insight on how to write succinct headlines
and leads, thumb through a daily newspaper and see the approaches
used by the pros. Remember, many journalists will only read
the first paragraph unless the idea moves them to finish the letter.
2. Credentials of spokesperson and company
Explain why your firm's executive qualifies as a source
to comment on this issue or write a by-lined article. Then
summarize your company and its distinguishing characteristics.
If necessary, go back to the positioning statement from the most
recent marketing plan.
Be sure to explicitly ask for what you want with a statement
such as. "I'd like to suggest an interview with…."
It's just as important as asking for the sale or a callback in a
direct mail letter.
3. Key points & other story angles
Suggest three to five topics that your spokesperson
could address, including specific points related to the proposed
angle and additional story ideas. Sometimes, what you thought
was your second or third best story angle turns out to be one the
writer decides to pursue.
4. Offer assistance
The letter should close with your offer not only to
arrange an interview with your company's spokesperson, but to research
information and help facilitate interviews with spokespersons from
other corporations or trade associations who could provide different
perspectives. In essence, you should volunteer to become an
editorial research assistant for that story.
This step will improve your chances of securing a placement and
becoming that journalist's source for future stories. On several
occasions, I've helped reporters track down spokespersons for articles
that didn't apply to my client. Busy writers appreciate that
kind of effort and will remembers their "sources" the next
time they need a quote.
5. Background materials
With the pitch letter, include the following:
- A one-page biographical profile on spokesperson(s).
- If available, a trade article with your spokesperson's by-line
(which helps qualify him or her as a bona fide source).
- Background on the issue.
- Background on your company. (Journalists prefer one- to
two-page fact sheets over glitzy four-color brochures).
- Photos, if pertinent.
In a perfect world, the editor or writer loves the story
angle and immediately calls to arrange an interview or request a
by-liner. Don't count on it. Wait a week or two and
call. Never open with, "Did you get my letter?" (a sure
turn-off to time-pressed journalists). Just start proposing
the idea as expressed in the first sentence of the pitch letter,
but make sure you get the point across in 30 to 45 seconds.
When you need a quick reaction to your idea, call before
sending the letter, but draft at least the first paragraph as an
outline for your oral pitch.
If the writer likes the story angle but wants more information,
find out as much as you can about how he or she intends to approach
the article. Then you can better shape the pitch letter.
If your idea gets turned down, don't give up if you
firmly believe you have a legitimate story. Call back a few
weeks later, armed with new twists that could push your story angle
over the top. These could include tie-ins to an upcoming event,
a new industry study, or a suggestion to write a follow-up to a
recently published article.
Placements in horizontal publications generally require
more time and more in-depth thinking than trade articles.
But the rewards can, in many respects, be far greater – including
greater visibility and credibility that spans numerous audiences.
