To crack the code, I like to glean insights directly from the source. From national journalists at Bloomberg and USA Today to local reporters at the Cincinnati Enquirer, I’ve listened carefully to what they need to do their jobs and what makes them say “yes” (or “no”) to a story.
So, buckle up and let’s find out what reporters really want.
National vs. Local – A Tale of Two Audiences
While some pitching principles are universal, national and local media outlets have distinct needs and priorities. National publications often focus on broader trends and issues with national significance, while local news zeroes in on community-specific events and interests.
National News – Think Big, Prove Bigger
Why it Matters Now:
In the fast-paced world of national news, timeliness is everything. Your pitch needs to answer the “Why now?” question. Is it connected to a breaking news event? Does it tap into a trending topic? For example, if you pitch a cybersecurity company, connect it to a recent data breach or new legislation. Relevance is key.
Show, Don’t (Just) Tell:
Reporters are busy people. They need to assess a company’s significance and newsworthiness quickly. This is where “size and scope” comes in. Provide key details upfront, such as the number of employees, revenue, market share, etc., to help them understand the scale of your story and its potential impact.
Jargon Judo:
“End-to-end best-of-breed holistic enterprise solutions provider.” Sounds impressive, right? Wrong. Reporters hate jargon. It obscures meaning and wastes their time. Instead, use clear, concise language that everyone can understand. Explain what your company does in plain English, focusing on the benefits and impact.
Don’t believe me. This is a direct quote from Bloomberg reporter Matthew Boyle’s viral LinkedIn rant to PR professionals:
“Please do not spend half the day trying to convince me to describe said client as an ‘end-to-end best-of-breed holistic enterprise solutions provider.’ It distracts us from the actual hard work of fact-checking and annoys me immensely.”
The Power of Narrative:
Dry facts alone rarely make a compelling story. Reporters crave narratives with characters and conflict. What challenges did your client overcome? What makes their journey unique? Did they pivot their business model? Did they face adversity and emerge stronger? These are the elements that grab attention and resonate with readers.
Data is King (and Queen):
Back up your claims with concrete evidence. Instead of just saying, “Our product increases efficiency,” provide data to support it: “Our clients see an average 20% increase in productivity after implementing our solution.” Use statistics, case studies, and real-world examples to demonstrate the impact of your story.
Local News – Hyperlocal and Human
Community Focus:
Local news has become increasingly hyperlocal, focusing on issues and events that directly impact the community. Tailor your pitch to local interests and demonstrate how your story connects to the lives of everyday people.
Know Your Audience:
Every community has its own unique flavor. In Cincinnati, it’s real estate, food, and craft breweries. In your city, it could be something completely different. Research the local media landscape and identify the topics that resonate with their audience.
SEO and Social Savvy:
Reporters use search trends and social media to gauge public interest and find story ideas. Craft your pitch with relevant keywords and consider how it might play out on social media. A catchy headline and compelling visuals can go a long way.
Relevance is Key:
Connect your pitch to local concerns and demonstrate its relevance to the community. Does your story highlight a local business success? Does it address a community challenge? Does it offer solutions to local problems? Make the connection clear.
Pitch Perfect
By understanding the specific needs and preferences of national and local reporters, you can craft pitches that resonate and increase your chances of securing valuable media coverage. Remember to keep it concise, compelling, and relevant.