Here’s a newsflash: most public relations and media relations professionals have the wrong perspective when they interact with the media. The typical PR professional thinks to themselves, “How can I get the media to cover my story?”
That’s the wrong way to think and wrong question to ask.
While there’s never a guarantee of media coverage, you greatly increase your chances of a reporter or editor sharing your story if you think like a news reporter or editor. The only question media members have in their minds when they’re deciding on a story is, “Why should my audience or readers care about this?”
After more than 25 years in the communications field, I have yet to meet a traditionally-trained PR professional or marketing executive who automatically thinks that way, even though it’s the best way to crack the media code for coverage.
The reality is that reporters, producers and editors are not anxiously staring at their inboxes waiting for your email pitch, news release announcing a new store opening or a media alert naming a new CEO of your organization. If anything, news media personnel are looking for a reason NOT to cover your story. They are simply inundated with too many news leads to begin with.
The best way to cut through the clutter of possible news story ideas jockeying for the attention of the media gatekeepers is to think like one of them. Here are a few things to move your thinking towards a media mindset:
1. Be helpful even if it doesn’t help you.
A large part of media and public relations is…
