Name: Finding Your Way to A Better Press Release Pitch: The Shepherd Group
Brand: theshepherdgroup.com
SKU: theshepherdgroup-com-3
Availability: OnlineOnly

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Finding Your Way to A Better Press Release Pitch: The Shepherd Group

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Skip to contentPerhaps lost amid the news that rolled across your electronic and office desktop last week was the announcement that 163-year-old family owned McClatchy Co., the second largest newspaper group in the United States, filed for Chapter 11 bankruptcy protection.&nbsp;From the Sacramento Bee to the Miami Herald, the Charlotte Observerto the Fort Worth Star-Telegram, McClatchy papers have long symbolized the very best in independent journalism. Even the company’s small paper in Anchorage, where I grew up, has racked up countless awards for its investigative reporting.&nbsp;The story for those who work in media and PR isn’t that digital disruption is threatening another publishing dynasty. It’s that the earned media news hole is getting smaller. Creating a better press release pitch becomes essential for brands seeking to tell their story in a more credible context.When family control of a business gives way to investor capital, in this case hedge fund Chatham Asset Management LLC, stakeholder interests must take a back seat to shareholder value. Capitalism eats journalism in the Darwinian struggle for survival. Disruption isn’t pretty.&nbsp;It’s a picture we’ve seen play out in the publishing space for a number of years now.&nbsp; Constant consolidation, job cuts and re-defined job roles. Fewer editors and reporters. More regional news, less local. Newsroom access and availability shrinks.&nbsp;Public relations pros can either lament the current state of affairs (and many have) or figure out more effective ways to develop strategy and tactical approaches. Here’s a few recommendations on how to improve your press release pitch content:The silver lining in this era of disruption is that earned media has become more valuable than ever. Scarcity creates opportunity.&nbsp;Will you seize the day, or will it seize you?&nbsp;Posted in Strengthen Your PR

Skip to contentPerhaps lost amid the news that rolled across your electronic and office desktop last week was the announcement that 163-year-old family owned McClatchy Co., the second largest newspaper group in the United States, filed for Chapter 11 bankruptcy protection.&nbsp;From the Sacramento Bee to the Miami Herald, the Charlotte Observerto the Fort Worth Star-Telegram, McClatchy papers have long symbolized the very best in independent journalism. Even the company’s small paper in Anchorage, where I grew up, has racked up countless awards for its investigative reporting.&nbsp;The...

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Michael Shepherd

theshepherdgroup.com

Credible

Speculation

Anecdotal Evidence

Generalization

Stacking the Deck

Appeal to Authority

Straw Man

Slippery Slope

Emotional Appeal

Red Herring

False Dilemma

Illogical

Moral Equivalency

Ad Hominem

Correlation w/o Causation

Semantics

Begging the Question

Faulty Analogy

Non Sequitur

Bandwagon

Dogmatism

Failing Occam's Razor

Biased

Pure Opinion

Hit Piece

Racial Bias

National Bias

Religious Bias

Financial Incentive

Political Agenda

Gender Bias

Misused Image/Video

Study Misinterpreted

Mistake

Misused Term

Science Misrepresented

Factual Error

Satire

Surface Level

Lack of Reliable Sources

Sensational

Not Credible

Investigative

Balanced

Well Sourced

Great Context

sports

entertainment

U.S.

international

business

technology

science

culture

politics

media

health

Finding Your Way to A Better Press Release Pitch: The Shepherd Group

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