Media 200: Story Placement

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Media 200 Story Placement

• Phyllis V. Larsen, APR
• University of Nebraska-Lincoln
• College of Journalism and Mass Communications
• plarsen1_at_unl.edu

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The golden rules of pitching

• Youll become a valued source if you can
• Identify potential stories with news value
• Make your story ideas easy to use
• Develop good working relationships
• Understand media needs
• Use technology wisely

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A reporters job is to report the news, not to
give you free publicity. So, whats news?

• Is it timely?
• Is it new, first, only, best?
• Does it relate to a bigger story or
• national trend?
• Does it relate to what people are
• talking about?
• Does it show impact on real people?
• Would your neighbor care?

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Make your idea easy to use

• Does it have a news hook?
• Feature approach
• Sources are accessible willing to be quoted
• All contact information included
• Meets deadlines
• Info is complete, accurate

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Create a reservoir of trust and goodwill

• Information must be 100 accurate
• Dont ask for lots of favors
• Help, even if story cant be all good
• Never mislead
• Provide complete information
• Be prepared to answer questions
• Respond immediately to requests
• Offer tangible assistance
• Say thanks

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A good lesson dont cry wolf

• never lie or mislead
• dont exaggerate or
• over-promise

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Pitch stories and people

• Your organization may have expert sources for
• Local perspective
• on national stories
• Expert opinion
• Talk shows
• Trend stories

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Become an expert in their medium

• Research your contact
• Whats their beat?
• How do they want to receive info?
• Read, watch, listen to their work
• Understand lead time and deadlines
• Tailor info to needs of the medium
• Ex TV needs visuals

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Let technology help, not hinder

• E-mail
• Subject lines are critical. Include what/when
• Personalize. No mass e-mails
• Keep it brief, factual
• No attachments
• Phone calls
• Ask if its a good time to talk
• Keep it short and to the point
• Follow up with written info
• Pitch letter
• One page with an enticing lead
• Supporting info on other pages

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From the experts perspective

• Shelly Kulhanek
• Assistant City Editor, Lincoln Journal Star
• Brad Penner
• Newsroom Manager, KOLN/KGIN-TV

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Questions?

• Phyllis V. Larsen, APR
• plarsen1_at_unl.edu