Journalists are under pressure from multiple deadlines and a 24-hour news cycle on multiple platforms: print, video and web. So how do you get a busy journalist’s attention?
You really need to distill your organization or current campaign down to three or four most important points. Think about it this way: if you had 30 seconds in an elevator with a donor, what would you tell them?
Most stories have news value, but you need to help journalists draw the connection. How is your organization or campaign linked to a current event or issue?
Identify reporters who cover stories in areas that are similar to what your organization does. Read the paper and the blogs. Who is writing about your sector? They are the ones you should contact.
Journalists ask questions and probe many sides of an issue. They will probably ask other sources for information on their story. It’s their job. Your job is to be the expert in your field and help journalists put issues into perspective.
You have an important story to tell. Help the media, and they’ll be happy to help you.
To learn more about pitching stories, handling media interviews, and managing a communications crisis, come to our upcoming workshop. Click here for more information, and to register.