If you are finding it challenging to get media coverage in our region, you are not alone. The closure of over 100 regional and community newspapers across Australia in recent years, coupled with reduced staffing in commercial broadcasters, has left many communities with limited access to local news.
This change, and the pressure on the remaining journalists, means there are fewer opportunities to have your organisation’s stories told. That is a huge shame because so many regional organisations, likely yours included, are doing amazing work that more people need to hear about.
However, there are still some strategies that improve your chances and it’s no surprise that the key is understanding the journalist or media outlet you are targeting for coverage. What do they cover? Are you in their geographic coverage area? Have they recently reported on this or a similar topic? Think about what you can provide that makes it easy for them to say yes to your story.
It is worthwhile doing some homework before you get in touch. Then you will be armed with the information you need to meet the following requirements:
- Give them compelling stories about humans
Journalists only cover stories that resonate with their audience. Focus on the human element, highlighting personal experiences, community impact or local relevance. For instance, if your organisation produces benefits for a particular community, share snippets of individual’s stories to give the journalist an insight into the details.
- Build relationships with local journalists
I have been saying this for years. It can be tricky in this region as for some media, the Border is a training ground and some journalists are only here for a short time. But it is always worth the effort. When you establish an ongoing relationship and understand their editorial needs, deadlines and preferences for how they want you to make contact, your chances of discussing your story increase.
At a recent Communicators’ Network event, we heard from ABC Goulburn Murray radio journalist Philippe Perez who said he preferred a phone call as a first point of contact. Others will prefer an email. Your best chances are working with their preference.
- Keep up with the latest news or trends
Stay informed about current news cycles and trends. Aligning your story with these can increase its relevance and newsworthiness. For example, if there’s a story that is being covered nationally, your organisation might be providing something on that same topic locally.
The shortage of doctors around Australia gets taken up by statewide and national media and they like to talk to people in affected communities about what they are doing to address the need. As a result of having an interesting angle, local people’s stories to tell and a long-standing relationship, we recently were able to have the Beechworth Surgery’s Find Doctors For Beechworth campaign included on ABC’s Life Matters program. This was after achieving coverage with local television, radio and newspapers.
Finally, when you have done your preparation and are ready to send a pitch email, aim to keep it to less than 200 words, sharp and to the point, so that it’s easy for a busy journalist to quickly understand how it fits into their news bulletin.
Are you looking for more ideas? Check out our media training packages.