The last post discusses how to write news releases for maximum pick-up on the Internet, and was prompted by a chapter in a guide written by WordTracker. WordTracker helpfully included some general tips about news releases.
As an “ex-pat” executive of an international PR firm, I disagreed with one of their observations – that quotes are most likely to get picked up and used by journalists.
What’s your experience? Seems to me that quotes by highly credible sources are likely to be picked up, but quotes by local volunteer or Joe-Schmo agency director are not.
Better choices: Data insights (non-profits sit on a goldmine of information about trends, if only they’d mine it with the media in mind) or tying a local cause or organization’s issue to a national trend. Journalists are often looking for ways to localize a national story.
Ring in with what you’re finding. I know there are a number of PR professionals who subscribe.