Your clients, or your company if you are your company’s media rep, have great construction stories to tell. Problem is, you send out press releases, and email inquiries, and never hear anything back from Construction Informer. Here’s why.
Unlike large media enterprises, this blog doesn’t have a staff whose only job is to develop content. So, whatever you send has to at least meet the writers guidelines and be complete. But, it also has to consider the readers’ interests.
Think About the Readers
Most people who aren’t members of your organizations, aren’t really interested in the fact that you, or your client just finished a big project. Instead, they’re interested in “how” they did it. What was it about the project that was unique, and what were the challenges you had to overcome? How did you do that? Did you use a new material, or a new process? How did you install that material, or, how did you plan that process?
Construction is all about project management. What kind of scheduling hurdles did your clients overcome? Did they find a glitch in the critical path that eventually got solved by reassigning resources? How did they find the glitch? How did they determine how to reallocate resources?
Every good story needs conflict to hold reader attention. If your stories never expose the negative, or don’t even flirt with it, they are probably avoiding reality. And, readers today are looking for authenticity. The reality of the world is that for every positive there is a negative. Sure, as a PR person you are confined by your clients’ dread of the negative. So, use Construction Informer as channel to convince your clients they will get better results if they tell it like it really is. This is the place to tell stories that reveal, inform and inspire, and that aren’t sprinkled with marketing hype.
Offer Ready-To-Publish Content
Make the story complete by not only writing it up (500 – 1500 words in active voice with readability considered), but also by including pictures or video. Think about the best way to tell the story. Much in construction can be told quickly and effectively by just using pictures with captions, or video.
Royalty free photos, graphics, and or videos are required. State availability, but best to include thumbnails with your inquiry along with links to the full sized versions.
We get many inquiries asking if we’re interested in receiving pitches on certain topics. Most of the time you won’t get a response to these inquiries, so it’s best to read and understand the Writers Guidelines, and then just pitch your best ideas.
Instead of offering interviews with company people, provide quotes that support the story you’re pitching. In short, you have to do the content development. And it’s always best to start by reading the page below and then using the form on the “submit Ideas for Publication” page. If you hear back, be willing to work through the details of main points and sources.