How to Sell Your Story to the Media

By Mark Macias

The best salesman is always the person who is most passionate about his product. He’s the person who loves his product so much that his eyes come alive as he explains why there is no superior product. It’s no different with the media and selling your business to a reporter.

You need to be absolutely convinced that your story is newsworthy. If you have doubts, hold off on pitching the story until you are absolutely sold with the story angle.

How to Sell Your Story to the Media

In Journalism 101, students are taught the five W’s that help them identify the value of a story.

These bullet points help you identify why your story is newsworthy and what is important to communicate to reporters. Here’s a quick overview to help you identify your narrative.

WHO: Who is this story about? Who is the character in the center of the story?

WHAT: What is this story about? You will have more success with your media outreach if you identify the “what” because your idea will be more focused.

WHERE: This should be one of the easier W’s to identify. Where is this story taking place? Does the location have any value or importance in the community?

WHEN: Does your story have any timely components? Will your story take place on a single night or day? Is your story relevant at a certain time of the month? The timeliness increases your chances for coverage.

WHY: Why should anyone care about your story? The “why” could be the deciding factor that determines whether your story is pursued or killed. You need to communicate why consumers, readers or viewers care about your business.

By learning the answers to these questions, your story narrative will be more focused from the start, increasing your chances for coverage.

Macias PR was named the 2016 “Financial PR Firm of the Year – USA” and the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. We have launched and led media campaigns for clients in healthcare, finance, tech and the nonprofit sectors. The founder of Macias PR – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.

How to Pitch a News Story

By Mark Macias

Most publicists typically take the same approach when it comes to pitching stories, but in many ways, you will have more success by reaching out to a writer who is not the first choice that comes to mind.

For example, if you are trying to get a fashion story in a magazine, most publicists would rightfully pitch a style or fashion writer first. However, you can increase your chances for coverage by expanding the story with an angle that reaches an unconventional writer.

Pitch Beyond the Stereotype

Take the example of the profile story on a fashion designer. Could the story angle include an athletic angle? Sports reporters are always pitched ideas on high school coaches and athletes, but they aren’t always pitched angles on athletic fashion trends for women. Of course you should always concentrate your pitch on the desired audience, but make sure you look beyond the stereotype. Your story idea or client will stand out if you can find that unconventional angle that others haven’t pursued.

And remember, there is nothing wrong with pitching a conventional story the conventional way. But if you find no one is biting on your story ideas, take a moment to review your idea from a different angle. You might find unconventional is the new conventional. Want to learn more strategies on getting your product or service on the news? You can read more at PRHelp.co

Mark Macias is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR or MarketYourFund.com