Any article your organization produces can be used on your website, published in your newsletter, and sent out in emails, which are all great ways to bring positive attention to what you do and who you are.
But finding something that connects with the media? Well, you might feel like you have to learn another language to get through. Do they only speak “crime and slime” or “big money” or “celebrity”?
Do they not see what an amazing accomplishment this is? Do they realize how many people this will help? Are they aware of the blood, sweat, and tears that went into making this initiative happen?
As a former member of this disaster-focused, scandal-hunting crowd, I can tell you that we do indeed care. As a reporter, I was often moved by the work of local churches and ministries that were helping people, sharing the gospel, offering shelter to the homeless, etc. But it did not fit the category of what I would have called “newsworthy.” And by newsworthy, we are talking about stories that will engage readers. In the old days, that meant circulation. Now, it is unique visitors. It all means revenue.
Beyond the “newsworthy” language reporters speak, most journalists also receive hundreds of emails a week. They become very selective about what they will look at. So what are some ways to ensure your story catches the attention of a busy reporter?
- Research the reporter’s beat. Make sure you are sending the right story to the right person. And make sure the way you write it appeals to that journalist’s interest. This will require searching the Internet to learn what kind of stories the reporter typically covers. If you are hearing crickets every time you send out a media alert or press release, you might not be sending them to the right person, or you might not be speaking their dialect, i.e., understanding the stories they tend to cover the most.
- Meet the press. Call a reporter. Set up a Zoom call to say hello. Stop by their office and introduce yourself. First, this puts a face to your name, which, as you will discover in point #3a below, gives your email a better chance of being read. Secondly, you get to learn about them—the kind of stories they like to cover and maybe some personal information, like where they grew up, went to college, hobbies or fun activities. If you take the time to meet the press, you may find your organization has more in common with them than you think. And that can help you write stories and craft pitches that are more engaging.
- Spend time on your subject lines, part1. Unless the reporter knows you (point #3a), then they will spend a fraction of a second looking at the subject line of your email. And unlike online content, which is available to read immediately, email recipients actually have to click the email to open it. You will lose the email recipient quickly unless your subject line provokes, piques, or puzzles. Which also means the subject line should be short, no more than seven words.
- Spend time on your subject lines, part 2. While you have to have a newsworthy story to hear back from a reporter, the slightly off-kilter intriguing subject may grant you an opening with a reporter you have not otherwise interacted with before. Case in point: I sent a release for our agency titled “Common worldwide mission unites Dallas and Pittsburgh.” Note—only seven words in length. But because the subject line was different enough, I heard from a business affairs reporter at a local TV station who hosts a Sunday morning program. And once you hear from a reporter by email, the potential for a story and a relationship exists. And that could lead to other stories down the line.
Infinity Concepts can help you translate your amazing work into media attention that will speak clearly to stakeholders and future supporters alike.
CLICK HERE or call us today at 724-733-1200.
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