What Journalists Are Really Looking For

We’re frequently contacted by businesses that hope to do something big: generate some good old-fashioned publicity. After all, why wouldn’t a business want regular media coverage on the great things they’re doing?

However, an event in and of itself does not make a good story. There has to be a golden nugget –and it’s not always easy identify.

Businesses often leave the best details out of the materials they provide to us initially. The information is often rich with details, but it’s missing something very important to journalists: the true hook. Here’s where good old-fashioned publicity collides with the complexities of today’s media landscape. Times are different, social media is rampant and audiences want more of a connection to their news. Information rich in details with antiquated press releases don’t make the cut anymore.

It may sound a bit confusing if you grew up with some of those hailed as great journalists of our time. But, in a tech-driven media world, everything changes quickly, and you have to keep up. This is where typical PR agencies get stuck.  The good news is, it’s not impossible to become a media powerhouse.  In fact, it’s quite the opposite once you understand what the media needs and how to give it to them!

Here are some tips that can help you identify a good story that could make for great coverage:

Get personal. So, you provide a service? Great! Search for a person who received your service and has a compelling story. Their personal story should intertwine with your product or service, which may have been life-changing. For example, an athlete may have thought her career was over due to an injury, but you performed an innovative new procedure that put them back in the game. Everyone has a story to tell, so it’s very possible you’ll now find this story with. Pretty much, always have a person in mind.

Get the stats. Now that you have a person to talk or share their story, know the statistics. Staggering numbers combined with a compelling personal story make a media power punch and will be exactly what the journalist needs to know next. Make it an easy sell to them by demonstrating you have this information up front.

Get the visuals. Make your story visual via the setting, props and other essentials. The best way to achieve the best visuals is to think about if there were no words to communicate your story.  How would you accomplish getting your message across? For starters, consider where an interview will take place. Will it be in an office by a beautiful lake or near a busy street? The location can make or break a story.  Next, think about things to have on hand or provide for visuals.

Combine all three of these essentials, and you’ll have what journalists are really looking for. Get ready to land some media interviews or make the media interviews you’re securing easier to book.

If you would like additional information or need assistance booking interviews, give us a call at (813) 865-3093.