Getting the media's attention
Thursday, August 19, 2010 at 08:50AM
YOU’VE GOT THE MEDIA’S ATTENTION – NOW WHAT?
You’ve finally broken through to the newsroom editor or chief of staff and you’re desperate to herald your exciting announcement – but is the media interested? As a journalist and editor I’ve answered those calls thousands of times. As a media advisor I’ve made those calls. So what works and what doesn’t?
PITCH IT
There is an almost constant buzz of phones ringing in most major newsrooms because almost everyone thinks they have a story to tell. With deadlines and cutbacks in journalistic staff your time to pitch your story is limited. No matter how you pitch, whether it is by telephone, email or fax, make sure the benefits to the journalist are obvious. Radio journos don’t care about picture opportunities – don’t waste their time.
Don’t confuse the newsroom with the advertising department! The news media wants good stories, stories that affect people, or change the way we live, or perhaps are a little quirky.
SPOON FEED THEM
If you manage to get the media’s interest in your story, serve it up to them on a platter. Newsrooms are notoriously busy and most journalists are time and resource poor. Make sure your talent is contactable, can meet their all-important deadlines and has a good story to tell!
PERFORM
Here is where many people come unstuck. Can your spokesperson deliver a yarn? Can they handle the questions from hell? Can they keep complicated information simple?
It’s not uncommon to roll the tape and ask the professor what this latest development will mean and still be sitting perplexed five minutes later, because you have no earthly idea what he’s talking about. Cut to the chase and keep it simple!
When dealing with the media the stakes are high, but the rewards can be enormous. Athletes don’t get to the Olympics without training. Do you want to do a media interview without being equipped? What have you got to lose – only your reputation!
Reader Comments (1)
I agree with your point about spoon feeding the content and talent to the media, Wendy.
The other one I feel puts journo's off is sending photos and media releases larger than 1MB. Big files clog up their inboxes and are sure to be put into the 'too hard' basket - by pressing delete!
Thanks for this helpful piece.