What do reporters want?

The question of how best to pitch a journalist came up again recently at a gathering of public relations professionals. We listened to a panel of editors and, in one case, a broadcast journalist, explain how they liked to be approached about a possible story.

In a nutshell, each one had a slightly different take. No two reporters or editors handle their jobs in the same way, although they had some points in common. 

What that means for telling your story to the media is that you'll want to avoide a cookie cutter, one size fits all, approach. Some reporters will take phone calls. Some will not. Most like email, but are quick to point out that they over deluged with so many emails each day that they cannot carefully consider each one.

So, here are a few key takeaways:

Use a compelling subject line. Make it so irresistible they will be tempted to 
open it just to find out more about the story or event.

1. Try to fine-tune your pitch to the right person. If you send an email to the managing editor, you might be lucky if he opens it. If, however, you send it to the editor in charge of the appropriate section (Business, Sports, Fashion, etc.) you will have a better chance it will get opened.
   
   
2. Use a compelling subject line. Make it so irresistible they will be tempted to open it just to find out more about the story or event.
   
   
3. Put a personal note above the press release or media advisory in your email to make the case for why your event is newsworthy. It's one more chance that the person opening the email will see the value of your story.
   
   
4. Send and image, but too many attachments and a reporter may delete your email simply to keep their inbox from slowing down. Instead of attaching a video, attach a link to YouTube or another online video service. If they need more images, they can always ask.
   
   
5. If you're trying to personalize your emails, be careful. Some reporters use their last names in their email address. You wouldn't want to start the message with "Dear (Last Name)."
   
   
6. Don't be annoying. Constant calls to see if the reporter got your press release or asking if they're going to cover your story can quickly turn them off. An exception to this, in our opinion, is the assignment desk at TV and radio stayions. They don't want to get beat by their competition, so they're much more open to receiving reminder calls and questions about whether they're sending a crew to your event.
   

What about you? What have you found helpful when trying to pitch a story? 

Mack Communications | Twitter: @Mack_Comm