As PR professionals, media contacts are our friends.
Let’s treat them as such!
Let’s give them what they need to make their jobs easier.
Take a few pointers from us.
Determine the news story
Think news AND human interest.
- What is happening in the region? Do you have a story that would relate?
- Was there a recent story that you could share an additional story to continue the news?
- Do you have news that relate to or involve a high-profile figure?
- Is your story a feel-good story?
Gather the right content from your clients
Talk with your client and find out more. Ask them questions. Something that they share may spark a great story idea.
- What are the newsworthy stories that should be shared with the media?
- Is there a new product or service? Is there a milestone to be announced?
- Are there national trends that would relate to the stories?
- What are they doing different or better than their competitors?
Research industry statistics and trends
Your client (AKA industry leader) may know some stats and trends about their industry to share with the media. However, you may have to dig a little deeper. Use your resources – online research pages like Google, AI sources such as ChatGPT, and of course, industry organizations. If you really want to go big, design your own custom research with your own surveys and reports.
Work with the media contacts to determine the interview logistics
Find out all the details about the interview so you, your client, and the media team know all the information they need.
- What date and time will the media contacts be arriving on-site or when does your client need to be in-studio or on the call for the interview?
- What reporter will be covering the story?
- Will there be one or two station cars be on-site? Determine and share best parking locations.
- Will the interview be taped, live, published the same day, etc.?
Put it all together in a polished package
The package is what it’s all about. Provide a document with the following:
- Interview logistics: Date, time, location, parking instructions, dress code (if necessary – i.e., closed toe shoes at a construction site)
- Contact information (name, phone number, email address): Media contacts, PR contacts, client contacts. A little extra hint: share links to their social accounts and even their heat shot so your client knows who they are meeting or talking with.
- Spokespeople: Name, title, topics of discussion
- Q&A: Sample Q&As for the reporter to use as a guide for the interview
- Statistics and trends: Local, regional and national statistics related to the news story
- Photo/Video opportunities: Suggested visuals – who, when, where?
- Assets: Share logos, images, headshots, videos with reporter and/or producer
It’s time to turn your story pitches into story packages. Your clients will appreciate that you put all the information in one spot for quick review prior to the interview. And your media contacts will become your friends after they realize the time and thought you put into the package to help guide their story. Win-win for all!