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.

Cat and Mouse – Related to PR

By Mark Macias

Why does the cat always catch the mouse? When you think of how agile and quick a mouse can be, he should always be able to outmaneuver the cat. Yet, nearly every time, the cat will always catch the mouse.

That’s not just a fun question. It’s actually a way of thinking that applies to public relations.

First off, I don’t claim to be an expert on mice or cats. I have never owned a cat and I hate mice, so I am not skilled at analyzing the strengths and weaknesses of mice and cats. But as a person who lives in Manhattan, -and every New Yorker will tell you – “if you have mice, get a cat and the problem will go away.”

There must be some strategy behind a cat’s approach. There is and here is how it applies to public relations and business.

What Cats and Mice Teach us about Public Relations

A cat traditionally studies its prey before it attacks. It tries to understand the mouse’s movements and agility in advance. The cat is more patient. It takes his time approaching the mouse, waiting for the right moment to pounce while the mouse is busy sniffing the ground.

Now let’s take a closer look at the mouse. I’ve watched mice move on the streets of Manhattan and I will never understand why he loses to the cat. The mouse is faster and more agile and should run circles around the puffy paw.

Trust me, I couldn’t catch a mouse on the streets but I guarantee you I could catch a cat if I needed to. The mouse – on the surface – has every natural talent to win the household game, but it doesn’t because he is afraid.

In the world of PR, you should study and understand the journalists you want to pitch because you only get one chance. If you fire off that story idea before it is completely developed, you risk losing an opportunity for coverage.

Many clients want to see results quickly, and as a business owner, I understand. I want to see a high rate of return as well on my investments. But if the execution of the strategy is rushed and sloppy, you risk losing out on solid media placements.

Fear of Failure Destroys PR Campaigns

Fear is another failing item that can’t be associated with public relations. A creative media strategy requires confidence in an idea and strength with the execution. You can’t be afraid of creative ideas when pitching reporters. Sure, I’ve come up with some crazy publicity stunts and not all of them worked. But a good majority did. If I was afraid of failure, I would have missed out on the home runs. The same applies to your business. You can’t be afraid like that little mouse.

Finally, the mouse fails because he doesn’t think. If you have observed any mouse in a kitchen after turning on the light, they don’t react to change well. Their bodies scramble without direction. It’s like they are immobilized by the sudden change in environment. As a publicist, you need to be able to adapt quickly to change. If you are getting multiple rejections from reporters than it is highly likely your strategy or media pitch is off and needs to adapt to the moment.

If you’re trying to succeed with media placements, you really do need to think like the cat but move like the mouse. If an idea doesn’t seem to be catching on, listen to the feedback of reporters. Are you missing an element with your idea? Does the reporter need more evidence to support the story? Be nimble and respond to their questions. Be like the mouse – fast, agile and quick to respond.

In the cartoon, Tom & Jerry, the mouse always won because he out-thought the big, slow cat. Of course, that is the land of fiction, but since the Tom & Jerry narrative was created by a real person, I can now understand why little Jerry won every time the two battled wits. The publicist or business that out-thinks the competition, usually wins.

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 or MarketYourFund.com