The first step to getting your business news featured in the media is understanding what editors and reporters are looking for. This article is based on insights from editors and reporters at some of the most influential media organizations in the United States. Their advice reveals that there's no secret recipe for securing press coverage—it requires effort, strategy, and a clear understanding of the media landscape.
One key takeaway from these media professionals is the importance of brevity when pitching a story. Stick to the facts and present them in a concise manner, answering the who, what, where, when, and why. As Charlie Crumpley, Business Editor of The Daily Oklahoman, puts it, "If it's more than ½ a page it won't even get skimmed. I don't mind going to a website for the full information, if I'm interested."
Jerry Underwood, Business Editor of The Birmingham Times, prefers a brief pitch before a general press release is distributed. Similarly, Jennifer Couzin, reporter for The Industry Standard, suggests keeping the initial information to "two or three paragraphs in a quick email."
Tip: Keep your initial contact or release to 200 words or less. Make sure you cover who, what, when, where, and why, and provide at least two contact names. If an editor is interested in the story, they will request more information.
Avoid using superlatives in your pitch. The more you use, the less likely you are to be trusted. Journalists are trained to verify even the most basic information, so if you claim to be the first or the only, you need to provide proof.
Another common complaint from media professionals is the unavailability of contact people. Danny Sandy, Business reporter for The Fresno Bee, suggests providing an alternative contact person in case the primary contact is unavailable.
When sending your pitch or release via email, use plain text and avoid attachments. David Joachim, Senior Managing Editor at Internet Week, explains, "We have a policy against opening attachments. I would never risk it."
Tip: Send your story via email or fax, including only the essential details. Place your release, background, executive bios, White Papers, and other documentation on a unique URL on your company website. If asked to send more information, inform the editor about the size of your file before sending it.
Sending promotional items, or tsotchkes, to editors can be a hit or miss. While some editors find them annoying and discard them, others might be intrigued if the item is clever or unique. However, as Crumpley notes, "A larger gift has the taint of a bribe."
Tip: If your promotional item is small and clever, it might not secure a story, but it could help with brand recognition.
Should you leave out the price of your product or other important details from your release? Crumpley believes it's a tricky call and depends on the strength of the story and your relationship with the editor or reporter.
Securing press coverage for your business is not a straightforward task. However, by understanding what journalists are looking for—what's new, what's hot, and what's affecting a lot of people—you can increase your chances of getting your business news featured in the media.
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