In this episode, Rob Patterson of Parkins Lane and Paul Evans of Toro Digital are joined by Ping Chew, Founder of Ping Publicity.

 

We discuss:
Why it’s important to apply Ping’s “so what?” “who cares?” test to remain objective when writing a media release.
The benefits of researching the topic/subject matter and journalist to find a better hook.
The difference between a pitch and a media release.
The key elements to determine ‘newsworthiness’. Also read Ping’s blog, “What does newsworthy mean?”
How to structure a media release:
Heading: should be no more than 8 words and say exactly what it is about, as simply as possible.
1st and 2nd paragraph: to contain all (and/or relevant) newsworthy elements.
Quote: from the main contact / source.
3rd and following paragraph: introduce the person and/or provide any further supporting information.
How to structure your email to a journalist:
Pitch the story in 8-9 words. 
Copy and paste media release into the body of the email.
Include a 1 link that contains all additional/supporting material: photographs, research, reports. 
Follow up with the journalist 3-5 days after pitching your story.
Should you offer exclusivity on your story?





Connect with Ping:  

On LinkedIn

https://www.linkedin.com/in/pingchew/

Ping Publicity website

https://pingpublicity.com.au/

Email

ping@pingpublicity.com.au

Episode transcript

https://www.professionallychallenged.com/episodes/how-to-cut-through-and-have-your-media-release-picked-up-by-a-journalist/

 

In this episode, Rob Patterson of <a href="https://www.parkinslane.com.au/">Parkins Lane</a> and Paul Evans of <a href="https://www.torodigital.com.au/">Toro Digital</a> are joined by Ping Chew, Founder of <a href="https://pingpublicity.com.au/">Ping Publicity</a>.
&nbsp;
We discuss:
<ul>
<li>Why it&rsquo;s important to apply Ping&rsquo;s &ldquo;so what?&rdquo; &ldquo;who cares?&rdquo; test to remain objective when writing a media release.</li>
<li>The benefits of researching the topic/subject matter and journalist to find a better hook.</li>
<li>The difference between a pitch and a media release.</li>
<li>The key elements to determine &lsquo;newsworthiness&rsquo;. Also read Ping&rsquo;s blog, &ldquo;<a href="https://pingpublicity.com.au/what-does-newsworthy-mean/">What does newsworthy mean?</a>&rdquo;</li>
<li>How to structure a media release:</li>
<ul>
<li>Heading: should be no more than 8 words and say exactly what it is about, as simply as possible.</li>
<li>1st and 2nd paragraph: to contain all (and/or relevant) newsworthy elements.</li>
<li>Quote: from the main contact / source.</li>
<li>3rd and following paragraph: introduce the person and/or provide any further supporting information.</li>
</ul>
<li>How to structure your email to a journalist:</li>
<ul>
<li>Pitch the story in 8-9 words.&nbsp;</li>
<li>Copy and paste media release into the body of the email.</li>
<li>Include a 1 link that contains all additional/supporting material: photographs, research, reports.&nbsp;</li>
<li>Follow up with the journalist 3-5 days after pitching your story.</li>
</ul>
<li>Should you offer exclusivity on your story?</li>
</ul>
 
Connect with Ping:&nbsp;&nbsp;
On LinkedIn
<a href="https://www.linkedin.com/in/pingchew/">https://www.linkedin.com/in/pingchew/</a>
<a href="https://pingpublicity.com.au/"></a>Ping Publicity website
<a href="https://pingpublicity.com.au/">https://pingpublicity.com.au/</a>
Email
<a href="mailto:ping@pingpublicity.com.au">ping@pingpublicity.com.au</a>
Episode transcript
<a href="https://www.professionallychallenged.com/episodes/how-to-cut-through-and-have-your-media-release-picked-up-by-a-journalist/">https://www.professionallychallenged.com/episodes/how-to-cut-through-and-have-your-media-release-picked-up-by-a-journalist/</a>
&nbsp;

Professionally Challenged is the insider’s guide to the changes currently happening in the legal industry.  

Hosted by Rob Patterson of Parkins Lane and Paul Evans of Toro Digital, we interview the business leaders from law firms, legal groups, legal tech, NewLaw businesses and advisors to the industry.

Professionally Challenged

War stories from the leaders driving change in law firms.

Today's guest is Ping Chu, Managing Director of Ping Publicity. Ping has worked in Singapore, Vancouver, and Melbourne in numerous roles including as a media advisor to government, a senior PR agency consultant, a communications manager, a journalist, and a university lecturer. Her successful approach to publicity is based on anchoring yourself on journalism fundamentals.

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