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Walk into any newsroom, broadcaster, or PR agency, and you’re likely to hear grumblings from both sides of the newsroom table: “Why won’t this reporter hear back from me?” or “Why does this PR contact keep pitching me stories we’d never cover?”
There are huge misunderstandings between these two industries. Knowing what they are will help you get media coverage for your business and enjoy the incredible benefits of PR.
Whether your company handles its own public relations efforts or works with a company, here are five things journalists want to know about press coverage.
1. We typically look for expert sources (not products and services to feature)
Getting reporters to respond is a top concern for PR professionals, according to Muck Rack’s The State of PR 2023.
It’s frustrating when your company’s carefully crafted arguments are ignored, but remember this: A journalist’s job is to serve their audience, not companies. This usually means educating your audience with valuable information. Present yourself as an industry expert first, not your products or services.
While many articles benefit readers by showcasing certain products or services, they are often selected from a list of affiliate companies so that the media company earns a share of the sales.
In addition, journalists’ inboxes are full of product and service campaigns. It is much more difficult for them to find credible experts before the deadline.
If you are cited as an industry expert, your company will stand out in the article and you will have the advantage of immediately establishing trust with a new audience. After a few of these inclusions, features focused entirely on your business will be easier to secure.
Related: How to improve your brand through thought leadership
2. Your credentials matter more than your social media following
Of course, journalists can take a quick look at your social accounts to see what kind of content you post. And yes, it can be an advantage if you have a large and engaged following.
However, there is a misconception that social media monitoring is the most important part of securing media coverage. The truth is, journalists care more about your credentials than how many followers you have. While social media can help journalists discover you, they’re looking for someone who can actually educate their audience.
Consider carefully how you establish credibility when presenting yourself as an expert source to the media. You can do it with:
- Qualifications (Ph.D., MD, CCWS, etc.)
- Associations (a professor at a university, a rheumatologist at a hospital, etc.)
- Titles you’ve been awarded (award winning salon owner, 40 under 40 recipient, etc.)
- Achievements (serial entrepreneur who has sold several successful businesses, etc.)
- Experience in the press (trusted by The New York Times, Washington Post and beyond, etc.)
Related: 7 Social Media Mistakes That Are Burning Your Brand (And How To Avoid Them)
3. We probably won’t cover the same topic twice in a short period of time
Newsrooms and broadcasters are always looking for a new story to keep their audience engaged. Still, here’s a sample of a common pitch editors and producers get: “I saw you recently covered the best dinnerware. Would you like to consider my company for your next dinnerware coverage? “
Instead, she offers a new take on the topic: “I saw your story on dinnerware — it was a great read! If you ever need quick quotes on how to clean your glassware after the holidays, the best pairings of glassware for an evening or any other related topic, I’d be happy to help you. Our company specializes in elevating parties with beautiful tableware.”
For that matter, if you’re monitoring reporter queries through a service like HelpAReporter.com (where reporters submit queries for expert sources), but find you’ve missed the deadline for a particular story , it might be worth getting in touch with. reporter separately.
Let them know you’re an expert on the beat they cover, provide your credentials, and share that you’re available for future stories.
Related: Why you need a PR agency and how to choose one wisely
4. Short and concise quotes make you our hero
You might think that more is better when it comes to providing context on a particular topic, but journalists are looking for sources that can get to the point of a topic immediately. Long, winding narratives mean more time to transcribe and identify which quotes to include.
Prepare before your interview so that you come with the main points. Think about what will make the quotes poignant and memorable; then speak to the reporter slowly and clearly (this is helpful whether they are recording your conversation or transcribing it in real time).
These strategies will increase your chances of getting back in touch for future stories.
Related: Answering tough questions: How to do it
5. If you’re not selected as a source, don’t take it personally
In addition to the credentials your editor may specifically request, reporters consider these factors when selecting a source.
- Niche: We recently saw an inquiry from a reporter for an auto insurance expert familiar with GAP insurance in California. With the need to constantly present new stories and target specific keywords, editorial content is becoming more and more specific.
- Other sources: Journalists will consider how you contribute to the mix of sources. They will seek a variety of experience to approach the story from different angles.
- Number of sources: Most content only needs two or three sources.
The best thing your PR company or team can do is build genuine relationships with journalists, where you offer your support through experience. This will help them finish their story on time and increase your chances of being a featured expert source.
When you secure this media coverage, the benefits are huge. Public relations is a long-term strategy that can create a halo effect for your company, establishing you and your brand as an expert. This creates new opportunities for brand awareness, partnerships and increased revenue.
