It’s the one question every person wants to know. How does the media decide which news stories are important? Here’s how to pitch your story like a journalist.
When I was an Executive Producer with NBC in New York, many of my friends quizzed me on whether there was a conspiracy in the media. After all, they would ask, how could it be possible that all of the news organizations would typically run the same stories?
There is no conspiracy and there is no magic formula, however there are ingredients that do make for a news story.
If you want to get your business on the news, you need to first identify what is different, new or unique about your product or service. News is based on the root “new,” which is why all news stories must be timely.
How to Pitch a Story like a Journalist
The more you can make your pitch sound timely, the better chances you have of getting your business on the news.
You can increase your chances for news coverage by answering these questions before you reach out to reporters:
* What is different about my business?
* How does my business help the public and why is that service unique?
* Is there something timely about my business or product?
* Is there a personal story to tell about my business, like maybe a grandfather is passing the 75-year-old family business onto his grandchildren in a public ceremony?
* Is there a new trend arising in my business field that will affect the pocket books of consumers?
* Have any trade organizations recognized my business as a leader in innovation that will help shape the future?
Finding a unique angle is not as difficult as it may sound. You just need to open your mind to timely events that impact and influence sales of your product or service.
The more you understand the definition and value of “newsworthy” the better chance you will have of getting the media to do a story on your business.
Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. 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. The company also does financial PR – which you can read more at MarketYourFund.com.