Are Reporters Listening to You?

Are Reporters Listening to You?

 

By: Nicole Hayes

If reporters weren’t busy before the folding of hundreds of magazine and newspaper companies, they are assuredly overwhelmed today. Overworked, understaffed and managing multiple news beats and Web 2.0-driven, your pitch will need to be on-point if you want to ensure your important message isn’t deleted or falls on deaf ears.

So in this season of gift-giving, here are our 10 best recommendations (wrapped in a virtual red bow) for harnessing the attention of a busy reporter:

1. Be considerate of their time. When calling a reporter, always ask if it’s an ok time to talk.
2. Make it short and sweet. Give them a tease of your pitch, but not the whole enchilada. If leaving a voice message keep within 15-seconds otherwise you are subject to ramble.
3. Timing is everything.  Avoid calling during Monday morning planning meetings or on Friday afternoons.  If pitching radio show host or producer, avoid calling during the 6a-10a drive time.
4. Follow up. Place a call or e-mail within a day or two if you haven’t heard back. Avoid including attachments unless you’ve spoken with the reporter and asked/indicated you’re sending an attached photo, etc. Most news staff upon receiving unrecognized e-mail with attachments will hit ‘delete’ without opening (as most of us do with junk mail).
5. Provide the right story elements. Does story have local ties? Compelling human interest angle? Adds dialogue to current news cycle?
6. Speak their language. Before pitching a reporter, understand what topics they’ve discussed recently. Also know their pitch preferences (ex: no calls, e-mail only, calls ok, etc.).
7. Write attention-grabbing subject line. Use words to intrigue but keep it short.
8. Make it personal. Include their name and use words relevant to their topics or recent articles to convey you understand the reporter’s interests.  Avoid blanket e-mail pitches.
9. Be helpful. If your story does not interest the reporter, ask what stories would hook them. This is a relationship building opportunity that will benefit both of you in reaching your respective goals.
10. Thank them for their time and indicate your availability as a future resource.

Author’s ID:  Nicole Hayes is a communications consultant and Account Associate with McKinney & Associates and manages the media outreach for the Summer Medical and Dental Education Program (SMDEP), a six-week free training for college freshman and sophomores considering a dental or medical career, funded by the Robert Wood Johnson Foundation.