Creating Newsworthy Pitches
How Businesses Can Increase Opportunities for Media Coverage
Journalists rely on professionals in the community to provide expert commentary, education and research for their stories. Sources who are trustworthy, punctual and offer useful information are likely to be contacted for future interviews. Yet rather than waiting for the phone to ring, sources can increase opportunities for media coverage by pitching newsworthy story angles to journalists.
Here are six pitching guidelines sources should follow when working with the media:
Become Familiar with the Brands and Reporting Styles of Different News Organizations
Pitches should be targeted to specific media outlets and/or reporters. News organizations want to stand out among their competitors, so they seek out unique stories that will separate them from the pack. This means one story angle isn’t necessarily relevant for all of the publications or TV stations in the local market or industry.
Evaluate Pitches like a Journalist, Not a Source
It’s important for sources to understand newsworthiness from the journalist’s perspective. General news media typically report on issues affecting a large number of readers or viewers. They also focus on issues of public necessity, such as changes to city ordinances, new IPOs or political transitions. Trade publications and other specialized publications use similar news gathering practices, yet the reporters target their writing toward a niche audience.
When developing a story pitch, determine whether the topic impacts a large segment of the community or a niche audience. How will readers benefit from this information? Is the story angle a matter of public necessity? It’s not uncommon for sources with limited media experience to continually push company news announcements that promote their brands without providing a public benefit. This one-sided approach can damage the mutually beneficial reporter/source relationship.
Businesses should consider social media, newsletters and other communication channels to promote news that is relevant to its customer base, but may not pique the interests of traditional news media.
Customize Media Pitches and Offer Exclusivity
Once a newsworthy topic has been established, customize the angle of the pitch to reflect a news organization’s mission and offer exclusivity for a set amount of time. If the journalist is able to pursue the story, he or she will take steps to set up an interview. To increase the likelihood that the pitch is accepted, include recent statistics and supporting facts.
Be Cognizant of Various Lead Times
Reporters at newspapers, magazines and TV stations work within drastically different lead times. While a local television reporter may seek sources an hour before airtime, a magazine reporter may work on a story six months ahead of the publication date. Sources need to develop timely story angles with these lead times in mind. For instance, a Christmas-related story may need to be pitched in September or October, depending upon the publication.
Understanding the Constraints of News Media
Sometimes newsworthy and timely pitches are not taken into consideration because of factors outside a journalist's control. Reporters must meet hard deadlines, and they are often limited by the length of a publication or allotted airtime. When editors have to choose a few stories from an abundance of timely angles, some credible pitches will be overlooked. It’s important that sources act gracefully when their pitches aren’t accepted, and they shouldn’t take the rejection personally. Media outreach represents one method for increasing brand awareness. Creative marketers need to leverage additional communication channels to communicate with their customer bases.
Examples of Newsworthy Story Angles
Sources will experience the most success with customized angles that aren’t widely covered by competing news outlets. Consider the impact that current and future trends may have on a specific sector of the community. Link predictions to formal research, leverage unconventional partnerships or promote one-of-a-kind services. Think about issues that help the company stand out among competitors. Timely topics will receive the highest priority.
Customize news pitches and brainstorm a unique hook for the best chance of securing coverage. Well-researched and targeted pitching is one of the best ways to develop lasting relationships with journalists.
For additional information on reaching out to news media, visit PR Beyond Press Releases and Do’s and Don’ts for News Interviews.
Journalists Seek Out Newsworthy Pitches
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Timely Story Angles Can Build Relationships
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