Journalists don’t need more emails. They need real stories.
This week’s blog is for small but mighty communications teams and anyone trying to get noticed. So how do you stand out in a crowded inbox? It starts with making yourself indispensable in the pitch and the story.
Shift your mindset from promotion to purpose.
It’s tempting to treat every milestone or celebration as media-worthy. But journalists are not here to broadcast internal wins. They are here to tell stories that matter to the public. That means your pitch should be grounded in purpose, not just promotion.
When writing your pitch, start by asking yourself: Why now, and why should anyone care?
For example, if your new program addresses a workforce gap, focus on the community impact. If your project brought new life to your downtown main street, show the transformation through real people, data, or shifts in the local economy.
Even if something feels like it’s not newsworthy, like a ribbon cutting, you can still frame it to be relevant. You have the creative ability to customize your angle for different writers based on their audience and interests.
Hook them with relevance, not reach.
Being the first or the biggest doesn’t guarantee coverage. Relevance does.
Your subject line and the first few sentences should immediately make it clear why your story fits the journalist’s beat and why it matters to their audience. Journalists notice when you haven’t done your homework. Be personal, be intentional, and skip the generic mass emails.
You can sharpen your pitch by including:
- Strong stats or hooks. If you have a great statistic, lead with it.
- Local relevance. If you are pitching locally, make the connection obvious.
- Time sensitivity. If the story is urgent, say that upfront.
- Supplemental materials. Photos or quotes can help, but only if they add value and are relevant.
The truth is…journalists don’t have time to dig through fluff. Your angle should be front and center.
Build real relationships, not media lists.
Good media relations is not always about the number of contacts you have. It’s about the relationships you maintain.
If you’re starting fresh, start small by pitching to community papers, local radio, or niche blogs that reflect your mission. These outlets are often looking for meaningful stories and can be a strong opportunity for broader attention.
If pitching is not working out in the moment, try investing in your own channels. A solid blog, newsletter, or social post has the potential to attract reporters without spending a dollar.
Don’t stop at cold emails, go beyond:
- Make an effort to connect by calling or visiting in person.
- Offer to be a source for another article the journalist is working on, even when you’re not pitching something.
- Genuinely comment on or share a journalist’s recent work.
- Stay in touch between stories, not just when you want coverage.
In the end, relationships build trust, and as a result, trust earns coverage.
Be a resource, not just a rep.
Your job is not to sell a story, it’s to help journalists tell a good one!
That means:
- Respond quickly, especially on a deadline.
- Provide clear and accurate information.
- Don’t oversell or mislead.
- Be honest about what you don’t know, and follow up fast.
When you show up prepared, informed, and collaborative, you make their job easier. And that’s what gets remembered.
Bottom line: Journalists don’t want more noise. When you put in the effort to craft a pitch that really connects and show up as a helpful resource, you become someone they trust and come back to again and again. That’s how you get coverage that actually counts.
Ready to turn your stories into media wins? Reach out to Sandy for tips and guidance!
