Why the Media Says No

By: Mark Macias

How do the news producers and newspaper editors decide what to print and broadcast on TV? Conspiracy theorists love this question because it gives them a chance to point out how most national news organizations always cover the same stories.

Yes – that happens, but is it a coincidence or has the media been indoctrinated to all chase the same news stories?

Here’s an insider view on the media from someone who spent time as an Executive Producer with NBC and Senior Producer with CBS in New York — the places where these conspiracies all allegedly begin.

Every news outlet wants to run enterprise and original stories, but the open secret inside every newsroom is most editors, news managers and producers are afraid of failure.

That’s right – they’re afraid of pitching a bad story idea that no one will like.

If the public doesn’t buy, read or watch their stories, those reporters and reporters who pitched the story know they will lose credibility in the newsroom.

And once a journalist loses credibility, he has an uphill battle, especially in competitive New York newsrooms where the flavor of the month usually melts before the end of the day.

How to Improve Your Chances for News Coverage

If you want a story written about your business, you need to cite a reason why people will want to watch. You need to explain why the newspaper readers will benefit from your story.

You can improve your chances for coverage by understanding how viewers and readers think. And in just in case you’re wondering, how do viewers and readers think?

Pretty much just like you and me. That’s why I still believe the best journalists and story tellers understand themselves first. The more you understand human behavior, the better you are at driving news coverage for 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.