Used to hear versions of this every day when I was still working the field. How come you’re covering THAT story? Why don’t you do some GOOD news? I called your station and they won’t cover (insert grand opening of brother’s store, daughter’s ballet recital, whatever…here).
So I’m about to give away some dirty little secrets and (if you listen carefully) some pretty solid tips on how to get a bit of broadcast news coverage. All of the following is pretty much verbatim in answer to a request from a member of my husband’s church. She had a friend who was opening a fitness center. From any angle (except a few of mine) a non-news story. One word. Boring. But here’s what I suggested.
If I knew how to make the media do anything, I would. But there are ways to get to the top of the pile for consideration. Realize that every day every media outlet has hundreds if not thousands of requests to cover events. The trick is to make it topical – current and of interest to a wider audience. Make the media WANT to come.
My first thought was…oh no (remember, I’m a slug) not another fitness center. THEN I saw it was located right next to Donut King and got a chuckle out of that. Also…seeing that one of the classes has already been featured on ABC (nationally or locally????) is a plus. There is interest in anything new and unusual.
So…you need to plan your strategy, remembering even then that it is hit or miss. And even if you do get a call saying they may come to do the story…a breaking news story will cancel any plans.
Do NOT push this as a grand opening. The interest is more in what is new and different. I don’t know the hours for your grand opening or if they would allow media in before (a day or two)…but you might consider aiming at the morning shows. There isn’t a lot of news happening at 5am most days, so if you offer a live crew an opportunity to send the reporter in to sweat it out and learn how to use the new gear or learn a new movement (reporter participation is good), then you may get a crew down. If you contact the Record you should have the same pitch…although they are more likely to cover a class after the fact than a grand opening. The business of news media is to provide information and to some extent entertainment…which is why I recommend selling the story in some way other than “a store is opening up.”
Send your first release out about two weeks before the event (email or snail mail). Follow up a few days later with a short phone call – “Hi, just checking to see if you got the information on the fitness center and their new (equipment) and (whatever the class is). If you’re interested in doing an early live shot, we’d be glad to have your crew test out the (class and/or equpment). Keep it short…and the best times to call are 5:30am-8:30am, then 9:30 to 11am, then 1pm to 4pm. Why? If you call during or near the time a show begins (with the exception of daybreak news) they won’t really be listening to you. If they are abrupt it may mean they are dealing with a lot of pressure due to breaking news or changes in the schedule. Yeah…lotsa stress in a broadcast newsroom.
Whatever you send out – KEEP IT SIMPLE. The “5 Ws.” Who, What, When, Where, Why. Plus a SHORT graph with your pitch.
All it took was a bit of planning…and the daybreak “happy talk” news show in the area bit – hook and line – and her friend’s store was a star for a brief moment in the market.
Lesson to remember: news departments don’t have to come to your event. Their job is to provide a service to a wider community…in the case of TV stations is is generally regional. Their job is to provide news and information that are meaningful to the lives of their audience. Your little store opening or dancing daughter only has meaning to a small group of people. In order to get your story to the top of the food chain you have to provide an angle that will make it more palatable to the assignment editor and of interest to a larger audience. Good luck with that.