Once Ritz Communications found the appropriate authors to tell Emmi Solutions ’ stories, it targeted publications with a pitch meant to showcase the articles as valuable news. Ritz’s Patty Keiler and Elisabeth Ritz share specific tips for getting Emmi’s stories told:
• Do your homework. “To determine hot or relevant topics for the articles, we scoured the marketplace and reviewed recent coverage and checked out upcoming editorial calendars,” says Keiler.
• Stay focused on your brand’s message. “While we used hot topics as a platform, all of the articles focused on Emmi,” says Keiler. “It wasn’t as if there was one paragraph in a more general piece—these were all about using Emmi, about using patient-based communication systems at X institution. So they were really, really targeted.”
• But, still keep articles newsworthy. “It’s valuable to note that they used a news hook, a platform, to emphasize what it was they brought to that whole discussion,” Ritz says.
Read the related case study: "Healthcare Communications Co. Reaches Media Through Client-produced Articles."