Here's why the media bins your press releases

@chrishewitt559

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Why it worked

The video effectively uses relatable examples to illustrate a common mistake in public relations, making the advice practical and memorable for business owners and marketers.

Summary

The speaker explains that journalists reject press releases because they are often just self-congratulatory information rather than compelling stories. They contrast dry information with narrative examples, highlighting that stories, not just facts, are what media outlets value.

Structure

1Introduction: Why media bins press releases
2The common mistake: Self-congratulatory information
3Example 1: AI widget vs. nurse's impact
4Example 2: Web design company vs. bakery's success
5Conclusion: Journalists value stories over information

On-screen text

Here's why the media bins your press releases JOURNALISTS YOUR MEAN FORMER GLOBAL COMPANY DECADES GOING SECRET EVERYWHERE WORLD BRANDS MAKING VERY MISTAKE SELF-CONGRATULATING PUFF LOOK PRODUCT EVENT JUST A WEBSITE THIS THE EQUIVALENT SOMEONE PARTY ENDLESSLY Themselves NOT BORING YOUR ENOUGH INFORMATION INFORMATION STORYTELLING INFORMATION STORY EXAMPLE AUTOMATE HOSPITALS INFORMATION NHS MORE OF NOW COMPANY BUILD RESPONSIVE INFORMATION BUT FAMILY BAKERY WORTH MONTH ONLINE STORY VALUE STORIES FOR PUTTING MEDIA HERE COMMUNICATIONS TIPS

Original caption

The secret to getting journalists to write about your company #pr #mediarelations #brandstorytelling

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Transcript

Do you want to know why journalists don't publish your material? I mean, speaking as a former editor and the head of a global PR company for over three decades, I'm going to let you in on a little secret. Everywhere in the world, brands are making the very same mistake. Most of them are just self-congratulating puff. Look, my product, cover my event, just a contract, a website. This is the human equivalent of someone at a party who just endlessly talks about themselves. It's not the product that's boring, your news isn't big enough. It's this. You're confusing information with storytelling. Information isn't a story. For example, if your AI widget automates workflows in hospitals, that's information. But if you say this NHS nurse can treat 25% more patients because of it, now you have a story. A web company, a web design company, digital marketing firm. You could say we build fast, responsive websites. That's information. But if you say this family-run bakery took £40,000 worth of orders online in the first month, you have a story. Journalists don't value information, they value stories. That's what they do for a living. So think about that next time you're putting media here. Communications tips. Follow me for more tips.