Successful media messages

As PR professionals, achieving a successful media message is the aim of the game! Yet sometimes, the message can be lost in translation and, as a result, never reach the pages of publications. A couple of weeks ago, ADPR’s newest team members, Poppy and Lili, took part in a Successful Media Messages webinar, hosted by the PRCA, to get some top tips.

So, how do we get noticed by journalists to be the successful minority?

First things first – we need our message to be seen or heard by the media. That means we need a  captivating pitch.

Key things to create a knock-out pitch:


  • Have a strong concise narrative using simple, clear and effective language.
  • Add in some ‘hooks’ – can it be an exclusive? Do you have never seen before footage? Not like anything else on the market?
  • Attach images, infographics, soundbites, videos – we all know the saying “a picture is worth 1000 words”, so catch the reader’s attention with interesting visuals.

Before you open a fresh email or pick up the phone to a journalist, it is also important to think about how your story is going to sit within their publication. Adapting the message from the client’s perspective to a story the publication’s readership will value is a skill that all PRs need. Historically, media love a story with importance, new material, is about people or is emotive. If you’ve hit one of these golden four you’re on to a winner!

As mentioned previously, by adding multimedia content such as images, sound and videos you’re adding scope for the story to be publicised in multiple ways. Recent statistics have shown that 59% of executives would rather watch a video than read text, so why not appeal to this audience with video footage as well?

If you’re looking to plan a communications campaign and would like to chat to our team about how we can help out, give us a call on 01460 241 641 or email hello@adpr.co.uk.