Media professionals have always been busy. These days, newspaper reporters are particularly stressed. If you can provide an entire article they can publish as is, or re-brand as their own with a few tweaks and edits, I say go for it. Weekly and monthly magazines are always looking for good material. You’ve already done most of the work. To turn your press release into an article means filling in all the quotes, using a newspaper style first paragraph and being sure your story is news-readers-can-use and not self-promoting-fluff.

If your “article” doesn’t get published, no worries. It isn’t that much more work to write an article rather than an ordinary press release. On the other hand, by putting the reader first and not trying so hard to sell your story, you may end up with a feature article about your new play (or mine). If turning your press release into an article gives you a chance to explode your media coverage, I say go for it!

If this is someone you’ve worked with before, you probably know the best time to call. You certainly don’t want to bother anyone in print or television when they are on a deadline or about to go Live On Air! So, call when you at least THINK it will be a good time to talk, then remind them who you are, and see if they have time to for a quick pitch.

It might go like this:

“Hello, Bernice? This is Rodney Robbins, the playwright from Charlotte, North Carolina. You interviewed me last year about working in the arts while living with chronic illness. Do you have time to listen to a story pitch?”

This part of the call is fast, simple, clear, honest and direct, and your listener will appreciate it. If you get the okay to continue, or a good time to call back, THEN you pitch your press release idea condensed down into one or two sentences. You’re looking to pitch the entire idea in 15 seconds or less (and yes, I’m serious that you should get a stop watch and time your pitch before calling).

Here is an example:

“My new play is a drama about young man with multiple personalities, which is related to Post Traumatic Stress Disorder. Would you like to interview me and learn the five warning signs of PTSD, and the weird new therapy that’s proven more effective than anything else?”

I timed it and those two sentences take about 15 seconds. It is very clear what I’m offering. By condensing down to, basically, a few bullet points, I’m making Bernice’s job easier. She can tell what I have in mind and knows quickly if she is interested. If she’s not, no worries. Heck, I’ve only been on the telephone about 30 seconds. Maybe next time.

So, to explode your press release, think of cold fusion. Make it tiny and call your favorite media professional today.

In talking with publicity experts, I’ve learned that due to the economy, the internet and the rapidly shifting media environment, it is now a different world out there! I’m working on a free e-mail course that will teach you to explode your press releases, get the word out about your new play–or mine–and sell more tickets!

For now, you can click here and subscribe to this blog. I’ll send you a monthly update of all the new articles, including an alert with the Press Release Course is ready. You can easily unsubscribe at any time, and I won’t sell your e-mail address to anybody, ever. Subscribe now, with confidence.