6 media tips from a former reporter
Written by EMILY SWARTZLANDER
I started my career as a journalist – first for the Associated Press, and then as a freelancer – and, to this day, I LOVE a crowded newsroom. Desks jammed together into clusters. Reporters and editors on the phone while they clack, clack, clack on their keyboards, rushing to meet their deadlines. Old newspapers or magazines stacked up everywhere. It’s my jam.
Admittedly, a lot of things have changed in the media industry (including the number of people who actually work in newsrooms) since I’ve worked as a journalist. What hasn’t changed is the high-stress nature of the job and the constant balancing and prioritizing reporters and editors do to determine what stories they’ll cover.
Nearly half of journalists say they receive at least 50 press releases per week, and 70 percent of journalists say they spend less than a minute reading each release…if they read them at all. In another survey of 500 journalists around the world, half of those surveyed say they don’t ever rely on press releases for story ideas.
You know you have a good story – one people need to hear. So how do you break through the noise and get your news covered?
1. Do your reporter research.
Reporters at news outlets often have beats, or subjects for which they are responsible. Often, freelance writers have specialized areas of focus, too. You can find the reporters who are most likely to be interested in your story in three ways:
Look for stories that focus on a similar topic, then look at the bylines. Often, those bylines will be linked to an email address or Twitter handle.
Local outlets often have a directory you can search. Here’s an example at The Columbus Dispatch in Columbus, Ohio. You can find reporter and editor names, Twitter handles, email addresses, and more through these directories.
Check journalists’ social media feeds. They typically post about topics that interest them.
Pull your media contact list from there, then prioritize it based on where you’d most like to see your story covered.
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2. Personalize the pitch.
You’ve done your research. Now SHOW your research. Send a personalized email to the reporter of your choice. Start with the outlet you’d most like to cover your story, and let them know this is an exclusive idea for them. Reference articles they’ve written that are similar. Here are some tips to write the perfect pitch.
3. Write your pitch like a news story.
Remember how busy reporters are? You need to hook your targeted reporter in under a minute. So write like they write…with the most important, most impactful information at the top. Maybe that’s a quick but powerful story about someone who’s impacted by your work. Maybe that’s the most mind blowing datapoint or two. Whatever you’d want the reporter to lead with when they write their story, that’s your first paragraph or two.
4. Think outside the press release.
More than half of journalists use social media or blogs to find story ideas. Make sure your social feeds and blog posts are chalk full of interesting content. But make sure that content is factual, with reliable data. Journalists are rightfully on high alert for dis- or misinformation, and if that information comes from you, you’ll lose your credibility as a source for story ideas.
5. Know when to move on.
Unless you have an established relationship with the reporter, there’s a good chance you won’t hear back from them. Follow up one to two times. If you receive a pass or no response, it’s time to move to the next reporter on your list.
6. Build, build, build the relationship.
Reporters rely heavily on sources – like you! – they can trust. Make sure you’re clear about what topics a reporter can call you about. For example, I can connect reporters with resources on paid leave and early care and education. I make sure to share this with a reporter whenever I get the chance. Some basic relationship building will go a long way toward ensuring a reporter will call or email you the next time they’re looking for a story idea, and not the other way around.
Thank reporters for any coverage they give you. (Yes, even if it’s not the story you would have written.) If they have a public account, follow and engage with them on social media. Share research or data related to your work, even if it’s not from your organization. Invite local reporters to your events. You get the idea.
By following these tips, you’ll be well on your way to the big headline of your dreams.
Happy pitching!
