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By: Kit Murray & Julia Brolin
Every company has at least one story to share, but how do you know if your story is compelling to people outside your office? When you’re immersed in creating and marketing an edtech solution, it can be a challenge to pinpoint what makes your story not just interesting to you, but enticing to editors and readers. Because let’s face it, every announcement, story idea, or company news update is not newsworthy.
Newsworthy stories are comprehensive—at PRP, we often talk about focusing on “process, not product.” For feature articles, editors want to see a piece that has viewpoints from credible, outside sources, as well as internal voices. Does your story have a clear audience and a clear takeaway for that audience? According to American Press Institute, a good story does more than amplify and inform. It adds value to the topic being addressed.
While there are many essential components that make up a good story, it can be easy to get lost in what’s required. But before writing too much, it’s smart to find an audience that wants to listen. And that means pitching.
Sending an email to the editor of a publication where you want your story to land can be a daunting task. Take a deep breath, be confident, and start typing. Here are three ways to prepare for sending your pitch to a publication of your dreams.
Sometimes you may get a response the first try; other times it can be hard to get an idea for a story to stick. If you don’t hear back, follow up (unless the person you emailed specifically asks for no follow-up on pitches.) In your follow-up include new information, or images, or links that clarify what the story is and helps the editor do their job. When in doubt, take this advice from Ed Zitron, a writer at Inc., “Make it easy for the editor to take action.”
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PRP Group, formerly PR with Panache! is an award-winning education PR and marketing firm serving the pre-K—12 and higher-ed community.