Getting the Press to Say "Yes"

When seeking media coverage, it’s essential to understand both what makes a story newsworthy and how to effectively pitch it to the press. We’ve teamed up with Takara Swoopes, editor of Huntsville Magazine, to provide you with the ultimate media pitching resource. First, explore the seven elements of newsworthiness, helping you assess whether your story has the potential to capture media attention. Then, dive into Takara’s insider tips on crafting pitches that make it easy for the press to say yes.

Is Your Story Newsworthy?

As a business owner or non-profit leader, you may have wondered whether your latest company update or event is worth sharing with the media. While you might feel the urge to get every piece of news out there, not all stories are likely to grab media attention. Understanding what makes a story newsworthy can save you time and effort, ensuring you only pitch the most compelling stories to the press. Let’s dive into the seven elements of newsworthiness and see how they can help you determine whether your story has what it takes to capture media attention.

7 Elements of Newsworthiness

• Impact: Stories that significantly affect people’s lives are more likely to resonate with the audience.
  • Ask yourself: Does this story address a widespread concern or have significant consequences for the audience?
• Timeliness: Timely content is engaging because it’s relevant and current.
  • Consider: Is this news happening now or in the near future? Does it tie into ongoing events or trends
• Prominence: Stories involving well-known individuals or organizations attract attention due to their familiarity.
  • Determine: Does this involve influential figures or renowned entities? Will their involvement pique interest?
• Proximity: People are generally more interested in news that hits close to home.
  • Evaluate: Does this story directly impact your local community or target audience? Is it geographically relevant?
• Oddity: Unusual or quirky stories capture attention because they defy expectations.
  • Assess: Does this story have a quirky or unexpected angle?
• Conflict: Conflict generates intrigue and drives narratives forward.
  • Consider: Does this story involve tension, disagreement, or controversy? Are there contrasting viewpoints at play?
• Human Interest: Stories that evoke emotion or relate to human experiences resonate deeply. 

Ask: Does this story feature compelling personal narratives or experiences that elicit empathy, curiosity, or inspiration?

Examples of Newsworthiness

Understanding these elements is crucial, but practical examples can also help clarify what makes a story newsworthy. Below are five examples of stories that typically are newsworthy and five that are not:

Newsworthy:

1. Major Product Launch: Introducing a groundbreaking product that could change the industry or improve lives
   1. Why? Impact, Timeliness
2. Partnership with a Renowned Organization: Collaborating with a well-known entity to tackle a significant issue
   1. Why? Prominence, Impact
3. Community Impact Initiative: Launching a program that addresses a critical need within your local community
   1. Why? Proximity, Human Interest
4. Response to a Crisis: How your company handled a significant crisis, especially if your actions can serve as a model for others
   1. Why? Conflict, Timeliness
5. Record-Breaking Achievement: Achieving a notable milestone that sets a new industry standard
   1. Why? Oddity, Prominence

Not Newsworthy:

1. New Hire Announcement: Unless the person is highly influential, this generally lacks impact
   1. Why? Low Impact, Low Prominence
2. Routine Company Updates: Regular updates that don’t introduce significant changes or innovations
   1. Why? Low Impact, Low Timeliness
3. Internal Events: Company picnics or team-building activities
   1. Why? Low Proximity, Low Human Interest
4. Minor Product Updates: Small improvements to existing products that don’t significantly alter their function
   1. Why? Low Impact, Low Oddity
5. Unremarkable Awards: Awards or recognitions that are not widely recognized or highly competitive
   1. Why? Low Prominence, Low Conflict

By evaluating your story against these elements and examples, you can better gauge whether it’s worth pitching to the press. Remember, a strong story that meets several of these criteria is more likely to capture media attention and achieve your desired impact.

How Do You Pitch the Press?

Now that you know what makes a story newsworthy, the next step is learning how to pitch it effectively. By following these five essential guidelines, you can increase your chances of earning media coverage (aka FREE):

• Winning Pitches Make It Easy to Say Yes: Provide everything the media needs upfront. Include a Google Drive or Dropbox folder with high-resolution logos, images, and a well-written blurb about your business or event. Avoid making the media hunt for details or images—be prepared and organized from the start.
• Answer the Essential Questions Without Writing Too Much: Your pitch should clearly cover the who, what, where, and why. Keep it concise and to the point, ensuring all necessary information is provided without overwhelming the recipient with excessive details.

• Follow-up: Don’t give up after the first email. Timing is crucial, and follow-up emails can bring your pitch back to the top of the inbox, increasing the chances of it being seen and considered.
• Winning Pitches Have Polished and High-Resolution Creative Assets: High-quality visuals are essential for making your pitch stand out. Invest in polished, high-resolution photos and videos, and provide multiple options. Good visuals increase the likelihood of your story getting picked up and looking great in print or online.
• “Dig the Well Before You Are Thirsty:” Build relationships with the media before you need coverage. Share or promote their work, send notes of encouragement, or offer support. By fostering goodwill before asking for coverage, you increase the chances of your pitch being noticed and considered.

By following these guidelines, you can increase your chances of getting media coverage. Approach the media with a complete and well-prepared pitch, maintain persistence, and foster genuine relationships. Remember, the easier it is for the press to say yes, the more likely you are to get the coverage you desire.

If you’re interested in learning more about getting more press for your business, product, or service, Huntsville Magazine has a FREE community that you can join to learn how to pitch. Join here: https://www.skool.com/small-biz-press-love.

Need extra support? We’ve got you covered. 

Tools to Help You Create Effective Media Pitches

• Muck Rack: A PR tool that helps you discover journalists, build media lists, and track coverage. Its media pitching guide here offers a step-by-step guide to writing effective media pitches.
• Prowly: A user-friendly PR software that allows you to manage media contacts, send press releases, and track outreach, making media relations more streamlined.
• PR Newswire: A distribution platform that amplifies your news by sending press releases to thousands of journalists and media outlets globally.
• Cision: A robust PR platform that connects you with journalists, monitors media coverage, and analyzes your PR efforts in real-time.
• BuzzStream: Ideal for outreach, this tool helps you manage media relationships, track communications, and organize follow-up strategies for improved media pitch success.

Additional Resources for Pitching

• HubSpot’s Guide to Media Pitching: This guide offers a comprehensive breakdown of how to craft a compelling pitch, including tips on timing, subject lines, and follow-up strategies to increase your chances of getting media coverage.
• HARO: Help a Reporter Out (HARO) connects journalists with relevant sources for their stories, giving you the chance to share your expertise and land media features.
• Mediabistro: A valuable resource for PR professionals, offering tools for building media lists, tracking journalist preferences, and staying updated on industry news.