Top tips from a PR Newswire pro on how to get great news coverage

Editors are always looking for great content from external sources, particularly in these times of reduced staffing for newspapers, magazines, TV and online media. If you position your PR message to provide a solution, educate or drive action – or even better, all three – your client is more likely to get coverage.  

Kyle Frohnapple, account director for PR Newswire, discussed the ups and downs of public relations with members of the KC IABC Masters group at a dinner meeting.

Ask yourself five questions before you prepare your news release, Frohnapple recommends:

• Who is your audience?
• What’s the best format for your content?
• What value do you provide?
• What keywords will boost visibility?
• What kind of multimedia can you add?

The very best content is sharable, since social media operates on a 24/7 news cycle, he added. So always add copy for a tweet and a Facebook post to your PR release, along with multimedia – always a photo or graphic, and possibly a short video.

Here are more tips from Frohnapple on how to produce great PR content for your clients:

• Lead with the story, not the brand. Editors need original content that is useful and interesting to the target audience.
• Keep the headline brief and tweetable. The first 65 characters should be able to stand alone, as that’s the limit for Google search.
• Use a headline question and add a subhead or two. Answer the question in the body of the PR.
• Include 1-3 hyperlinks in the PR release, but never link twice to the same URL.  
• Consider what value your PR provides to your targeted audience.
• Be thrifty with word count, keeping it to 400-600 words.
• Break up copy with lists, section headers and images.
• Be sensitive to major breaking news when you’re sending out your PR release.
• Include a clean call to action in the first paragraph and in the full URL.
• Include one or two hashtags, but no more.
• Place the URL for your PR in the second paragraph, not at the end of the release.
• Do not use attachments with your release. Put the entire message in the body of the email.
• More journalists prefer to get news tips by email, rather than from social media.
• A follow-up phone call, placed at an appropriate time, never hurts. 

Freelance Exchange of KC members gear up for annual Showcase

The premiere event for the Freelance Exchange of Kansas City (#FXofKC) is coming up Sept. 29 – FX Showcase 2016. Members learned what to do and not to do to present themselves in the best positive light at the Showcase at a lively discussion at a lunch meeting.

The FX Showcase is an excellent opportunity for talented freelance writers, editors, corporate communicators, designers, photographers, social media experts and others to display their portfolios and talk about their services.

Attendees will include representatives from KC advertising and PR agencies, design firms, corporations, nonprofits and mom-and-pop shops. All of those potential clients turn to freelance or contract assistance on a regular or occasional basis and attend Showcase to search for talent.

$10 fee covers it

New this year is no-fee table/booth space for Freelance Exchange members, who just pay the $10 general admission fee for the event. Also new this year is a $10 admission fee for all visitors to the Showcase. The event takes place at the River Market event space, conveniently located near City Market and near a KC Streetcar stop.

The event starts at 10:30 a.m., Thursday, Sept. 29 with an hour-long panel discussion with FXofKC members, who will field questions about the business of hiring freelance experts for particular gigs, or as an ongoing supplement to full-time staff. Panelists are Julie Cortes, Kelly Wagner, Jason Dailey, Susan Pepperdine and Stina Hergott, all experts in copywriting, design or photography.

Trendy food on site

The exhibit floor opens at 11:30, giving attendees a chance to visit at the various booths. American Fusion, a trendy KC food truck, will be on hand for attendees to purchase lunch. The event will conclude about 3 p.m. and attendees are invited to a cash bar happy hour at Harry’s Country Club beginning around 3:30 p.m.

Some tips from the pros on how to prepare for the Showcase:

·      Bring samples of your best work, attractively displayed in scrapbook, binder, as hand-outs, or on a laptop or tablet. Include case studies, testimonials from clients, business cards, flyers, etc.

·      Collect business cards from everyone who visits your booth and take brief notes about your conversations. Follow up with an email to thank them for stopping by.

·      Be ready with a conversation opener that engages your visitors.

·      Practice your 30-second “elevator speech.” Make it sound real and conversational. Focus on what makes you different.

·      Don’t engage in long conversations with visitors – keep it short and sweet, as they have other vendors to visit.

·      Present yourself as an idea generator – someone who understands their core business and who can solve problems.

·      Be prepared for questions about rates and know how you will respond.

·      Fancy up your table to fit your brand. Tables will have black cloths, but be creative if it suits you. Bring your own table covering and any suitable decorations. Keep any table-top accessories low, so they won’t block your view, but consider adding some height to your display.

·      All display items must fit on your table. No floor displays or wall displays are permitted.

·      Consider giving out small tchotchkes with your brand; or maybe chocolates or cookies.

·      Dress as if you were going to a client meeting.

Showcase promotion

FXofKC board members are in high gear, planning widespread promotion to potential Showcase attendees. Some 3,600 postcards will be mailed by Sept. 8, posters will be placed in agencies, businesses and retail locations throughout the community and a flurry of electronic communications will be unleashed.

Registration

Watch the FXofKC Facebook page and www.kcfreelanceexchange.com for registration information, coming soon.

Hope to see YOU at FXofKC Showcase 2016!