Last week, Warren Buffett started a national debate by writing an op-ed for the New York Times that made the case for raising taxes on the super-rich. Taxation has been a common topic ever since the recession started, so why did this article cause such a stir (apart from the oddity of someone asking to be taxed more)? It’s because it was written by one of the richest men in the world and one of the greatest investors in history. When Buffett writes something—heck, even when he makes an offhand comment—people listen. In stories about money, the Oracle of Omaha is the ultimate source.
The value of a source cannot be underestimated when it comes to publicity. Journalists know that a great source can make or break a story. They offer insights into a debate, grab the attention of readers and ultimately provide legitimacy to a story. PR pros who take advantage of this will always be a step ahead.
Good sources vary greatly depending on the situation—they could be a celebrity, an expert, a study or just a regular person. It all depends on what the story needs. Looking for lots of placements in a variety of local publications? Do your homework and find sources from each of your target areas. Looking for a big placement in a national publication? Find a high profile source and back them up with statistics that frame the story in a national context. Looking for a fresh approach on a topic that feels a little tired? Find a good human interest source to get the reporter’s attention.
It’s not just a one-time thing, either. Good sources and good information should be a standard, especially when you are pitching the same people consistently. I can tell you as a former editor that I knew which publicists I could turn to for a good source, and I was always more likely to pay attention to their pitches.
The next time you feel your press release or pitch is lacking something, consider the source. While you may be required to supply a quote from a particular executive, you’re never limited to just one source. Maybe you should consider a lower level employee who is a particularly compelling example. Maybe what you need is a revealing statistic from a recent study. As always, consider exactly what your targeted outlet is looking for and supply as much of it as you can. The easier you make the reporter’s job, the more likely they are to consider your pitches.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.