Before picking up the phone to call a reporter or dashing off a press release, there a few things to keep in mind when it comes to “pitching” your story to the media.
Consider your target audience. While getting in the Washington Post or the New York Times is a major accomplishment, all news is local. Your goals are often better served by targeting smaller, local media outlets. This includes state media, daily and weekly community publications, diocesan Catholic papers, and ethnic media (Black and Hispanic news outlets, for example).
Learn about what reporters cover by reading past stories. Look for trends in coverage so you have a better chance of connecting your story with the news cycle.
Learn about the process for submitting a story idea to news outlets. News outlets’ web sites usually provide instructions/guidelines. If you call a reporter, have a concise summary of your story ready. Reporters are busy and often on deadline. Follow up your call with a more detailed e-mail.
Wet the appetite of reporters by providing compelling characters and personal stories that identify your issues. While facts and figures are essential for any news story, real people can humanize and breathe life into otherwise dry topics.