If you work in media relations today, and you’re having a hard time getting coverage for your news, you’re doing something wrong. Journalists exist to write about news. If you have a legitimate news story, you shouldn’t have a hard time getting coverage. When I reflect on the 15 years I’ve been doing some aspect of media relations as part of my job, I can’t think of a single instance where I had a hard time getting coverage for news.
When I’ve had problems getting coverage – while I didn’t realize it at the time – it was because the story wasn’t actually newsworthy, or I was talking to the wrong journalists. The purpose of this post is to help you figure this stuff out much sooner than the 15 year mark in your career.
First, Are You Talking to the Right Journalists?
Who covers your news? Which reporters write the most about the topics related to what you do? You should know who they are off the top of your head. If you don’t, start there. Subscribe to the publications they write for. Read the stuff they write. It only takes a couple of minutes a day to do this, and you’ll quickly find that you know exactly who to talk to when news bubbles to the surface in your organization. [Read more...]