2 steps to take *before* you talk to a reporter
Written by lauren empson
So, you want your story to show up in the media? Hooray! Placing an article in the media is a wonderful way to get a significant number of eyes on your work and to help share the impact you’re making.
This is especially true if you’re able to place a piece in a publication you know your target audience reads. (We have lots of great resources about doing this strategically!)
Yet, securing a story is no easy feat.
Reaching out to the media can be a solid public relations tactic. But, a little tough love here: this approach is not for everyone. Just because you’re doing amazing, life-changing work doesn’t automatically mean that it will gain you a media hit.
Today, nearly half of journalists receive more than 100 business-related emails every day. Coupled with the fact that many publications, especially local and regional news outlets, have cut their staff – and journalists may very well be covering multiple issue areas – getting a journalist’s attention is often difficult.
Recognizing these difficulties, it’s critical to understand the ins and outs of capturing journalists’ attention and maximizing on that attention once you have it. Based on our own experience (and many, many conversations with journalists) there are some things that you can do, however, to make your work stand out.
Before you hit “send” on your email to a journalist, we have two steps you should take in order to get ready to pitch.
STEP 1: SHOW YOUR IMPACT
Journalists are responsible for informing the public. Their work is grounded in sharing facts and the effect that different initiatives, policies and programs are having on people and communities. When it comes to media engagement, knowing and communicating your impact is not just a “good to have”; it’s essential.
Ask yourself:
Do we have key data points to share that show our impact over time? How significant of a change does the data showcase?
Is there a data set or report I can link to that further highlights our impact?
Is this data from a third party? (This can, often, be viewed as more credible by journalists.)
If we don’t have access to a quantitative data set, is there any qualitative data that we can point to?
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STEP 2: PUT A HUMAN FACE TO YOUR WORK
Sharing real life stories can offer journalists a way to help readers understand how a particular project or policy is relevant to their lives. Storytelling not only helps individuals better understand what they’re reading, but it builds trust and helps to humanize your work.
Ultimately, it helps a reader envision themselves in your work, which is exactly what journalists work to do. So, providing journalists with a story up front can help position your pitch above others that a journalist may receive.
Ask yourself:
Whose voice should be included to help show our impact and tell a complete story (e.g., organizational leadership, practitioners, students, community members, etc.)?
In what way does this person’s experience reflect our impact data?
Is this person ready to speak to the media? If not, what materials or preparation do they need to get ready? Do we have time to help this person prepare for an interview?
Do I have permission to connect this person with a journalist?
Can I share a bit of this person’s story in my initial email outreach to the media?
Is there a “fail-proof” way to get your work showcased in the news? As much as I’d like to tell you “yes”, alas, there are no guarantees. (Well, unless you decide to pay for advertising, but that’s a whole other email.)
That said, if you keep these things in mind, along with a well-timed pitch, you’ll increase your chances. And even if you didn’t land a piece, you’re building the foundation to be a trusted resource with journalists.
Hit “send” with confidence!
