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Is your news actually news?
Think Like a Reporter
Have you been trying to get the media’s attention and coming up short? Try this trick that I find very helpful: think like a reporter.
Reporters aren’t looking for reasons to promote your business. They are looking for stories that help people understand what is changing in their community, industry, wallet, health, you get the idea: changes that are affecting their audience get coverage.
By getting into a reporter’s mindset, you’ll see a dramatic improvement in your PR efforts.
💫 Pro Tip: Get into the habit of always asking yourself before pitching: why would a reporter’s audience care?
📊 Stat for you: 78% of journalists say a pitch is relevant when it directly affects the community of their audience.
4 Questions to tell whether it’s newsworthy
Be brutally honest with yourself and run your “news” through these simple questions:
Why should anyone care?
Why now?
Who is affected?
What is new or different?
If your answers are mainly ‘because we are proud of it,’ ‘it’s new and we worked hard on it,’ or ‘it’s really cool,’ that doesn’t cut it.. That is probably a social media post, newsletter content, or website update. However, if your answers include impact on people beyond your CEO, timely relevance, proof behind your claims, or a connection to bigger trends, now we’re talking story potential.
A day in the life of a journalist
It’s easy to assume a journalist wasn’t interested if you sent a pitch and heard nothing back. Sometimes they were busy covering a breaking story, not in town, waiting for an editor, writing captions, finding photos, checking facts, or trying to file three stories before a deadline. My point: they are busy folks.
Reporters need ideas, but they also need ideas that are quick to understand, easy to verify, and something their audience would care about.
💫 📊Pro Tip and a Stat: 86% of journalist say at least some of their published stories began with a pr pitch. So pitches are a good thing, but make it easy for journalist to say yes too.
An incomplete list of what journalists value:
Reporters remember who made their job easier. They also remember who didn’t.
An incomplete list of what journalists value:
A clear one-sentence summary of the story.
The answer to “why now?”
A spokesperson who is available and prepared to speak plainly.
A real customer, client, community member, employee, or other person affected by the story, if appropriate.
Short biographies for spokespeople.
High-resolution headshots, product photos, location photos, logos, video, b-roll, or demonstrations.
Links to research, public documents, data, studies, reports, or other evidence behind your claims.
Exact availability for interviews.
Clear pricing, location, dates, launch details, and contact information.
A press page or simple folder where the journalist can find materials quickly.
💫 Pro Tip: Your CEO might be the right person for interviews, but they probably aren’t the only person a reporter will want to interview. Better stories come from customers, employees, patients, volunteers, etc. Those who are living the problem and feeling the impact.
““Your business announcement is not the story. The story is the impact it has on people.”
Do this now: Take the latest noteworthy thing happening with your business and apply the four questions to see whether it’s newsworthy, or simply noteworthy.
Next time: More on thinking like a reporter. We’ll cover exclusives, becoming a source, and the do’s and don’ts.
Term to Learn
News Peg is the reason your story matters right now.
FAQ
Q: Can you give an example of timely stories?
A: It might be a holiday, a new trend, a local issue, a season, new research, a policy change, or a news event your business can help explain.
Example of no news peg: ‘A local financial planner is available to discuss how families can save money.’
With a news peg: ‘As holiday spending begins, a local financial planner is available to share five ways families can avoid taking on unnecessary high-interest debt.’
The financial planner has the same expertise in both examples. The second one gives the reporter a reason to cover it now because it connects to a timely concern for the outlet’s audience.
Before you pitch, ask yourself: What is happening now that makes this story useful to a reporter’s audience?
Learn from others.
100% Cool : 0% Cringe
Michael J. Fox and Harrison Ford team up for funny Parkinson’s awareness campaign
The Michael J. Fox Foundation (MJFF) brings together Michael J Fox and Harrison Ford for a new brand campaign to raise awareness of Parkinson’s disease, “So…Your Friend Has Parkinson’s.”
The two-minute film is an open conversation about how to show up for a friend with Parkinson’s. It raises awareness of Parkinson’s disease and of MJFF’s goal: accelerating progress toward better treatments, greater understanding, and, ultimately, an end to Parkinson’s.
✍️ Key PR Takeaway: If you are part of a nonprofit creating an awareness campaign you can consider using appropriate humor toto address a difficult topic. Compassion is always called for and makes viewers invested in your message.
And, as usual, have stats ready, good video, images, press page and press release ready to support your campaign. Make reporters jobs easier!
Attention Seeker of the Week
RIP Peanut
In memory of Peanut. This 17 year old toy Poodle traveled the world with her people, brought hours of delight, and would get on her hind legs and dance to Lady Gaga. You are missed, you furry attention seeker.
Peanut was our very first featured Attention Seeker. 💔
Thanks for sticking with me as I was busy and didn’t get much out in August. I’m back now.
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
