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When
dealing with the media, many executives fail to
understand the basic job of every journalist, editor and
publisher: keep their audience informed and happy. So
the next time an editor doesn't respond to your story
pitch, instead of asking, "Why would someone turn
down such a fantastic story?" ask "Why didn't
the editor think this story would benefit their
publication?"
Your
pitch won't excite an editor unless it has a credible,
newsworthy angle. If it's really news, you have a better
chance of getting coverage. But a local or timely hook
is often necessary to secure a placement.
The
journalist's job is to report on news and events that
will be of interest to readers, viewers or listeners.
Interesting or breaking news that relates to larger
trends, events or local concerns will build buzz and the
reputation of both the reporters and their media
outlets, in addition to maintaining and building
audience.
Keep
this in the back of your mind when speaking to
journalists, pitching editors on story ideas, or
speaking at public functions and you will become much
more successful in getting your company that very
valuable commodity: exposure. |
