What’s the habit of yesteryear that could lead to more media coverage?

Securing media coverage is great way to demonstrate your capabilities as a communications professional.

It gets more eyes on your organisation and what’s even better is that it can build more credibility than messages shared through your own channels.

However the reality of today’s media landscape is that it’s harder than ever before to get coverage. There are fewer outlets, particularly in regional areas, and newsrooms are staffed to the bare minimum.

This means that you need to work extra hard to get your story across the line.

In my experience, there is one thing you can do that gives you a slight edge over those who don’t do it. Picking up the phone.

While it can feel daunting, taking the time and effort to call a journalist is a real benefit. It’s harder to ignore a phone than an email and it also gives you the chance to have a more nuanced conversation.

With that being said, it’s important that you approach this thoughtfully so you’re not putting off journalists or shutting down future opportunities. Here are my suggestions for what you should keep in mind:

Is what you’re pitching the right fit for them? Rather than trying to build an huge list of contacts to spray a release at, instead focus on a targeted group of journalists that actually cover stories like the one you’re pitching. Really go into detail and tailor each pitch to the particular outlet. This means thinking of the filming required for a tv journalist as opposed to photo opportunities for print or online journalists. If you get it right, they are more likely to cover your story and look to you for future opportunities.

Are you reaching out at the right time? It’s always good to think about the timing of your approach. This is both on the day that you reach out to them as well as the timeframe you are giving them to pull the story together. Consider what the journalist’s day looks like. Do they work on a program that goes to air at midday? If so, afternoon might be the best time to call them once they have put the day’s program to bed. Also keep in mind that while they might be interested in your idea, they can’t jump into action that day or even that week. Are you giving them the time they need to cover the story properly.

Is there an opportunity to learn in the future? Regardless of whether your story gets covered this time, be on the lookout for what you can learn from the journalist that will help you to get coverage in the future. This could be information about what is helpful for the journalist, the specifics of what they are after in a story or even key areas of interest for them. Be sure to jot these learnings down so they are at hand ahead of your next pitch.