Want to get your story out there in the news? Landing media coverage can really boost how many people see you, how much they trust you, and what kind of impact you can make. But journalists are swamped with pitches all the time. To get noticed, you need a smart plan. Here are five key steps to make the media more likely to pick up your story.
Step1: Figure out what makes your story actually newsworthy.
This is the most important thing. Journalists aren’t looking for advertisements; they want stories that are happening now, that matter to a lot of people, that offer something different, and that are interesting. Ask yourself: Is this something new? Does it affect a lot of people? Does it offer a fresh take or a solution to a problem? Think about how much interest there’s been in living more sustainably lately. A local person starting a business with a cool and affordable solar powered home system has a great angle because it ties into what’s current and offers a real solution. Just saying your business exists isn’t news; showing how your business solves a current problem is.
Step 2: Get to know the news outlets and the journalists you’re targeting.
Don’t just send the same email to every single media contact you can find. Do your homework on the specific newspapers, websites, and TV or radio shows that fit your story and the people you want to reach. See what they’ve covered recently, what their main focus is, and the kinds of stories they usually run. Find specific journalists who write about your industry or similar topics. For example, if you’ve launched a new learning app for kids, look for education reporters at your local paper and parenting bloggers who have reviewed apps like yours before. A pitch that shows you understand their work is way more likely to get a look than a general blast.
Step 3: Write a pitch that grabs attention and gets to the point.
Journalists are busy people. Your pitch needs to make them stop and say, “That’s interesting!” right away, and it needs to clearly explain why your story is news. Keep it short, maybe just a few paragraphs. Highlight the most important facts, what makes your story different, and why their audience should care. Include a catchy headline that sums up your story. Think about when Beyond Meat first started getting noticed. Their early pitches focused on how new and different their plant-based burgers were and how they could shake up the regular meat industry, a compelling angle that got the attention of business and food reporters. Don’t use a lot of jargon; just use clear, simple language.
Step 4: Make their job easy.
Journalists need information and resources to tell your story well. Include all the important details in your pitch, like key facts, people they could interview, good quality photos or videos, and links to your website or social media. Be ready to answer questions quickly and be available for interviews. Consider a local group that successfully pitched a story about their cool urban garden project. They included great pictures of their gardens and offered to connect reporters with enthusiastic volunteers and people who benefited from the project, making it easy for the media to see the story and report on it.
Step 5: Follow up professionally and be patient.
It’s okay to send a polite follow up email if you haven’t heard back after a few days for something timely or a week for something less urgent. But don’t bombard journalists with tons of emails or calls. Respect their time and their deadlines. If your story isn’t picked up right away, don’t get discouraged. Keep building relationships with media contacts and keep looking for newsworthy angles related to what you’re doing. Remember how many successful startups struggled to get media attention at first. It often takes sticking with it and fine tuning your message to finally get that breakthrough.
Getting your story in the news isn’t just about having something to say. It takes a smart plan that focuses on what’s newsworthy, reaching out to the right people, communicating clearly, and making it as easy as possible for the journalist. By following these five steps, you can really increase your chances of turning your story into impactful media coverage.
Samuel Tibiru
Digital Marketer
