Before pitching a story to a reporter, think like a reporter. Is the story timely, newsworthy, and relevant to a broad audience? Does it offer great visuals and have a human-interest angle? If so, you’ve got a potential news story on your hands. Proceed with optimism.
When you have a great event or initiative happening at your school and you think the media may be interested in covering it:
- Let your school board’s Communications department, if you have one, know about it. They may consider contacting the media themselves or providing you with tips on how to garner media attention.
- Do not contact the media AFTER an event has happened or an initiative has launched. The chances of them covering the event after its happened are slim.
- If you’ll be calling the reporter or assignment editor, use this approach at least five days before the event/initiative begins:
- Introduce yourself using your job title and the name of your school.
- Start by asking if he/she has a moment to talk. If the reporter is busy or on a deadline, ask, "When is a good time to reach you?"
- If possible, connect your event or initiative with some of their recent articles/stories.
- Give a brief description of the story you're pitching, including how it impacts the community (the reporter’s audience).
- Be prepared to go through all of these steps in less than one minute. Be mindful of not taking up too much of the reporter’s time with your pitch.
- If the reporter is not available, leave a message and try calling back another day.
- Don’t call back and leave messages too often. If you don’t hear back fairly quickly, it is unlikely that they are interested in the story. Don’t be put off from trying again. Reporters can’t possibly get back to everyone who pitches them a story.
- If you’ll be emailing the reporter or assignment editor, use this approach:
- For a reporter who receives multiple emails a day, a strong subject line and succinct first sentence is more likely to catch their attention. For example, don’t say, “Possible story for you.” Instead say, “Best Public School invites community to event to raise funds for veterans.”
- Keep it short. Describe your event or initiative in no more than two short paragraphs.
- Include all of the details – who, what, where, when and why.
- Don’t forget to include your contact information.
- If you don’t hear back fairly quickly, trying emailing the reporter once more. If you don’t hear back, it is unlikely that they are interested in the story.
If your board approves and you’re feeling confident in your use of social media, consider directing a tweet at a reporter or news outlet to pitch a story. You can tag a reporter in a tweet about something that’s happening or scheduled to happen at your school. Often, they will reply or, at minimum, share your post with their followers.