{"id":3806,"date":"2015-11-06T21:51:00","date_gmt":"2015-11-06T21:51:00","guid":{"rendered":"http:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&p=347"},"modified":"2025-01-17T18:01:23","modified_gmt":"2025-01-18T01:01:23","slug":"land-compelling-media-story-client","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/land-compelling-media-story-client\/","title":{"rendered":"How to Land a Compelling Media Story for Your Client"},"content":{"rendered":"

When we develop storylines for our clients<\/a>, we take a dual-purpose point of view; we want to please the client with solid media placements and court our media contacts, as we would like to be courted.<\/p>\n

Below we give you five tips to help your media pitch turn into a home run. If you package the story using these tips, you\u2019ll likely see greater success.<\/p>\n

1. Do your research<\/strong><\/p>\n

The public relations world uses several industry tools to create our media lists and gather up-to-date contact information for our target media outlets and representatives. But we caution our public relations peers to not trust these resources as gospel. Do your own digging \u2500<\/span> nothing is worse than calling a features editor to pitch a human interest or health story to find out that the contact actually covers high school basketball. Do your own news gathering and research and make sure that contact is in fact at the outlet you are pitching and that they are the best person to cover your topic. You can do this by simply browsing the outlet\u2019s website. Perhaps most importantly, do your research and read the contact\u2019s bylines. This will provide insight on their style of reporting and topics of interest. It also allows for a nice introduction for your phone or email pitch.<\/p>\n

2. Be timely and be concise<\/strong><\/p>\n

In today\u2019s 24\/7 news cycle world, reporters, editors and producers are busier than ever. It\u2019s best to inform them of your story idea in a concise manner. If you are lucky enough reach a media contact on the phone, don\u2019t launch into a canned phone script. Introduce yourself on a first-name basis, compliment them on a recent byline and then relate your story idea to their beat or area of focus. Don\u2019t hound them and don\u2019t oversell. It\u2019s always important to make it a two-way conversation, not a lengthy sales pitch.<\/p>\n

3. Localize<\/strong><\/p>\n

You will have greater success if you can relate your story idea to the local audience<\/a> that your media outlet reaches. For instance, don\u2019t pitch a Denver-based expert to a Dallas-based newspaper. People in Dallas like to read about their neighbors, and the media is their source for local happenings. This can work for national stories too, but you must relate it to the target outlet\u2019s demographics.<\/p>\n

4. Be a resource, not a peddler<\/strong><\/p>\n

Have you ever bought a used car? If you have, then you probably know how it feels to be sold something that you don\u2019t really need. This is not how you want to approach the media. You want to be a resource, not a salesperson. I have found success in offering them a human-interest story package. For instance, our recent placement for COHN client Way to Go about Schoolpool, a carpooling program for school-aged children and their families. We found a local family that was participating in the program, vetted the family with a pre-interview to make sure they were comfortable sharing their story, then arranged for photo opportunities with the local school and Schoolpool participants. The result was a localized story encouraging smarter commuting solutions. Read all about it here<\/a>.<\/p>\n

5. Follow through<\/strong><\/p>\n

At COHN, we don\u2019t see our media relationships as flings, but rather, mutually beneficial long-term connections. Part of this commitment includes a personal thank you note for the coverage. We prefer handwritten notes whenever possible (yes, people still do that) and the receiver is generally surprised and appreciative. This shows that you\u2019re not just calling on the media when you want something. We follow our contacts\u2019 bylines and check in every now and then to compliment them on a job well done, even if it doesn\u2019t relate to the client\u2019s topic. This not only solidifies the relationship but also keeps you and your client\u2019s expertise or spokespeople top of mind. You can even take it one step further and arrange get-togethers after work, coffee or happy hour meetings that don\u2019t include any pitching on your end.<\/p>\n

Many people think that pitching stories to the media involves a secret recipe, but really it\u2019s quite simple: Just think of your relationship with the media as a long-term engagement, not a one-time transaction.<\/p>\n","protected":false},"excerpt":{"rendered":"

When we develop storylines for our clients, we take a dual-purpose point of view; we…<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3806","post","type-post","status-publish","format-standard","hentry","category-insights"],"yoast_head":"\nHow to Land a Compelling Media Story - COHN Marketing<\/title>\n<meta name=\"description\" content=\"Need a media story that puts your client in the best light possible? 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