Making your story irresistible

If you’re a novice to the world of PR and nervous about reaching out to media, I’m here for you.

You might have the best story, the chattiest talent, the sharpest hook – but making a cold call (or email) to a journalist or producer is still a sweaty palm moment.

So, here are some tips for contacting the media, when to chat, how to follow up and when to back right off!

Formulate a clear plan before sending an email to a journalist or producer

·        Firstly, get to know your person. If you want to be on Breakfast, make sure you’re watching the show, figuring out the type of stories that are getting picked up for it, and how yours could sit within the format. Same goes for the newspaper, the local lifestyle magazine or the podcast you’re interested in.

·        Find out who is calling the shots. For radio and TV shows, often that’s the producer rather than the presenter or host. For print publications, journalists will frequently have their own ‘round’ and pitch to their manager or editor, so have a think about which area of the publication suits your needs.

·        Grab their email address (about 90% of journalists prefer an email to a phone call if you’re not already in contact). They’ll likely have it listed on their X account, if they have one, or you can DM them on LinkedIn and ask for it, or their relevant publication website might mention it on one of their existing stories. Sometimes you’ll be able to guess it - so what if it bounces back?

·        Then, have a think about the absolutely KILLER email subject line that’s going to make that person put down their short black and do a double take. This is vital – because without a snappy idea up front, your email won’t get opened. It will, instead, be binned.

·        Make sure your pitch to your person is brief, but sums up all the relevant points. For example, it might mention what the best angle is, who the journalist could interview, what images you have on file, if there is any accompanying data to support the story, and how it affects people - eg, the human interest slant. Throw your contact details onto the pitch and send away.

·        When to email is also important – during their working hours is best, Tuesday to Thursday, and never ever on a Friday afternoon!

·        You might not hear back straight away, because people are busy. If a week goes by without a response, consider re-sending with a reminder, so that your email moves back up the in-box. Be polite about it. Don’t plead, and be a little firm if you require an answer either way. Journalists understand that stories aren’t always evergreen and you might need to pitch yours somewhere else within a tight timeframe.

·        If the answer is ‘no’, and you don’t know why, ask! The response could give you valuable understanding into what works for your preferred media and what doesn’t. Or, it might be a timing issue, and they’ll say ‘come back to us in six weeks when we have clear air’ – and isn’t that a great insight to have?

·        Be awesome to deal with. I bang on about manners all the time but my number one tip is to let the person you’re in touch with know how grateful you are for their time. Whether it’s a yes, a no, or a maybe, opening up a conversation with the media is invaluable, and it can lead to strong relationships and story placements in the future.

If you want to delve further into figuring out story angles, subject headings, and interacting with journalists, my Express PR sessions unlock it all. Hit me up if you want to book one!