Three Keys for Media Success from Pitching to Placement – Insider’s Advice

Our friends at The Brainzooming Group helped shape an intriguing project featuring two graduate level marketing communications classes at the University of Kansas. Students in Max Utsler’s “Innovations in Marketing Communications” class and Barrett Sydnor’s “Integrated Marketing Communications and Sales Strategy” class are writing blog posts during the semester on topics related to the classes, including branding, marketing, media relations, social media, experience marketing, and innovation.

Today’s author is Dave Dunn. Dave is a Broadcast Journalist & Communications Professional in Kansas City studying for his MS, Journalism, Marketing Communications at the University of Kansas.

Today he offers some fantastic tips for better media pitches. You can take this advice to the bank, as Dave is a TV news reporter who has seen the gamut of media pitches–good and bad.

Working as a reporter in TV News for more than seven years—from small markets to large—I’ve come across countless press news releases and story pitches.  My colleagues and I strive to give everyone a “fair shake” and seek out the stories that deserve coverage.  Sadly, some of the best and most worthy stories may not get coverage because of things that can set apart news releases (and I say “news” release and not “press” release because some TV and radio folks may turn their nose up at the latter newspaper-related term).  Here are three important tips for better success working with news media.

1. Formatting.

It starts before typing the first word.  While the release needs to be clear, concise and easy on the eyes, don’t get fancy with formatting. Many news software systems are highly advanced in many aspects, but not when it comes to transferring text.  Avoid tabs, boxes, graphic design or anything other than text that may not transfer properly.  When news “gatekeepers” receive releases, they simply copy and paste them into the appropriate day or place where stories are filed.  When reporters, producers or directors eventually view the release, those with “fancy formatting” are jumbled with encrypted code.  It can cause news decision-makers to sift through half a page or more of hieroglyphics before getting to, or between, the important information.  It can turn a one-page release into three.  I can’t tell you how many times I’ve seen with this problem.  You may know exactly what I’m talking about if you’ve applied for a job lately through a company’s website.  It’s similar to what can happen when you upload or paste your resume in the requested area.

As far as pictures with news releases, I’m not at all discouraging you to include them.  Visuals are often very beneficial, but keep pictures separate or make sure they are easily transferable/viewable.  Include as attachments or provide a link for a media person to copy and paste into a web browser.  You want to make sure pictures are viewed the way you intended.

2.  Don’t Bury or Muddy the Lead.

Help reporters and news people do their job.  It’s not about laziness, it’s just another strategy to help media people visualize the story.  Obviously, you’re pitching a story that involves or promotes a company, organization or person.  But don’t confuse that with the lead.  The story is about what’s happening.  News people don’t want to hear a company’s name 10 times before getting to what it’s actually doing and why it matters.  Organize releases with the key facts in the lead.  Get to specifics later.  Also, look to provide something “juicy”, a “wow” factor or a story angle.  And think “big tent” or large impact—the more the better in most cases.  Attach a story motivator upfront in the pitch/release or make it clear.  Here are some motivators to engage media (and media audiences).

Money – ways to save money or avoid waste

Family – ways of life

Safety – threats, ways to be safer or avoid danger

Health – threats, ways to live better or avoid harm

Community – how the country, region or city is changing, or a way of life

Innate Curiosity – something so cool or unusual that you want to see it

Moral Outrage – something that’s just plain wrong

3.  Think Sundays.

Sundays are undervalued and present a lot of potential impact because it’s one of the highest viewership/ratings nights of the week (Fridays & Saturdays are lowest viewership).  Yes, news staffs are smaller on weekends, but far fewer stories to choose from means much better coverage odds.  Also, if you pitch a Sunday story, don’t leave an office phone number that’s only answered Monday through Friday.  Provide a cell number.