The only reason to get media coverage is to generate qualified leads. Therefore, all communications with the media must carry lead generation messages. The three classic messages are best expressed as questions that the customer needs answered:

• Why should we buy?
• Why should we buy from you?
• Why should we buy now?

In addition, any communication with a media source must also answer two additional questions:

• Why is this newsworthy?
• Why are you contacting this writer?

Unfortunately, most software companies hire PR people who don’t understand the basics. Instead, they just scattershot media inquiries and send out press releases full of useless gobbledygook.

For example, we recently received a truly awful email from the PR person for a software firm requesting media coverage for their product. Here’s the email and why its so lousy:

From: Kristin
Subject: Acme Releases Warehouse Management SMBs [1]

Hi Geoffrey [2],

SMBs face the same challenges as large enterprises and require solutions with the capabilities that enable them to successful navigate each challenge. [3] As supply chains become increasingly more complex, SMBs require solutions that fit their specialized needs, provide the deep functionality of enterprise solutions, are easy to implement and maintain, and will grow as their business grows. [4]

“Acme” today launched Acme SCM Warehouse Management Business Edition to meet the needs of SMBs to help improve inventory accuracy, optimize work and task management, and maximize the utilization of warehouse space and personnel. [5] Utilizing built-in best practices, the new solution is designed for rapid implementation and easy maintenance two critical elements required in an SMB solution. [6]

If you are interested in arranging an interview, please let me know. [7]

COMMENTS:
[1] Message title is dull and meaningless. Why would I care?
[2] Informal greeting clashes with email’s generic boilerplate style.
[3] Say what? That’s circular logic. And what’s with the typo?
[4] Who says? If this is common knowledge, why state it here?
[5] It does lots of stuff; so do other packages. Why is this better?
[6] Too much buzzwordery. What’s this really about?
[7] Call to action is weak. Likely response: the delete key.

The email utterly fails to answer any of the key questions. It will probably not result in an article, and if it does, the article won’t generate any leads. (They’re certainly not getting any leads from this article, eh?) Here’s a rewrite:

From: Kristin
Subject: Interesting Story Angle on Supply Chain [1]

Dear Mr. James [2],

I’ve run across an interesting story line for you and some suggestions where you might pitch it. [3]

One of my clients, Acme, has figured out how to simplify supply chain software so that even small businesses can use it. [4] Since supply chain is a classic “enterprise” application, this is quite a feat [5] and (according to Gartner [6]) unique in the market. [7]

I notice you’ve written in SellingPower that supply chain is increasingly important in complex business-to-business sales deals. [8] If you’re game, I can set you up with some customers who are doing AMAZING things with supply chain as a sales tool [9] and trouncing their competition in the process. [10]

COMMENTS:
[1] Title is designed to pique the interest of a reporter.
[2] Starting with a professional greeting shows respect.
[3] There’s not a writer in the world that won’t read the rest of the email.
[4] This is the gist of the story. No buzzwords required.
[5] Answers question: “Why is this newsworthy?”
[6] Citing a credible source adds credibility.
[7] Setup for lead generation message: “Why should we buy from you?”
[8] Answers question: “Why have you contacted this writer?”
[9] Setup for lead generation message: “Why should we buy?”
[10] Setup for lead generation message: “Why should we buy now?”

If you can get your marketing team to write email more like the rewritten one above, you’ll find that your company will start getting more media coverage and that the media coverage you get will help attract qualified leads into your sales process. Trust us on this one.