Securing a story on the local news can provide significant visibility for a business, event, or cause. Local news outlets are a trusted source of information, and a feature can lend credibility that traditional advertising may not achieve. The reach of local news, both on-air and online, connects your story with a broad segment of the community, building name recognition and fostering trust.
Determine if Your Story is Newsworthy
Journalists report news, not free advertising, so your story must contain elements that make it newsworthy. A strong pitch incorporates more than one of these factors to stand out.
- Timeliness: The story must be relevant now or in the near future. An event happening this week or a trend that is currently unfolding is more compelling than something that occurred months ago. This creates urgency for a reporter to cover your story now.
- Proximity: The story must have a direct connection to the station’s viewership, impacting the local community in a tangible way. A story about a new city-wide recycling program, for example, has a clear local angle that makes it relevant to the station’s specific audience.
- Impact: News outlets want to know how many people will be affected by the information you are sharing. A story about a new business opening is interesting, but a story about that same business creating 100 new jobs has a much larger impact.
- Human Interest: These are stories that connect with people on an emotional level, highlighting personal triumphs or inspiring journeys. A feature on a local resident who overcame a significant obstacle to start a nonprofit provides a powerful, relatable narrative that can resonate with viewers.
- Novelty: Consider if your story is unusual, the first of its kind, or quirky enough to capture attention. A local restaurant hosting a unique themed dinner or a company developing a novel solution to a common problem has an element of the unexpected.
Prepare Your Pitch Materials
Once your story is confirmed as newsworthy, prepare materials to send to the news station. Professional assets make it easier for a journalist to understand your story and envision it as a segment.
A well-written press release is a primary component of your pitch. This document should be concise and follow a standard format with a strong headline, a dateline, and an introductory paragraph summarizing the who, what, when, where, and why. Subsequent paragraphs should provide more detail, including relevant statistics and quotes. Include a short paragraph describing your organization and clear media contact information.
Visual assets are important for television news. You should prepare high-resolution photographs that are clear, well-composed, and relevant to your story. Avoid using generic stock photos, as authentic images are more compelling.
Also prepare B-roll, which are short video clips a station can use as visual filler during a story. This could be footage of your event, your product in action, or your location. Providing these visual elements saves the news crew time and increases the appeal of your pitch.
Find the Right Contact and Send Your Pitch
Sending your pitch to the correct person is more effective than a generic email. A targeted approach is necessary to get your materials into the right hands.
The assignment editor is your primary target at a television station. This person or team is responsible for sifting through potential stories and assigning reporters to cover them. Their contact information can often be found on the station’s website under a “news tips” or “contact us” section.
Pitching a specific reporter who covers a relevant “beat,” such as business or health, is another effective strategy. Watch the local news to identify journalists who cover stories similar to yours, as they are often looking for ideas in their area of expertise. A personalized pitch that references their previous work can be very effective, and many reporters have their contact information listed in their online bios.
Once you identify the right contact, craft your pitch email. The subject line must be compelling and concise, like a news headline. For example, instead of “Press Release from XYZ Company,” try “Local Charity Launches Program to Feed 500 Families Weekly.”
The body of your email should be brief and to the point. Journalists are busy, so get straight to the summary of your story in the first two sentences. Personalize the greeting with the journalist’s name and briefly explain why this story would be of interest to their audience. Do not paste your entire press release into the email; instead, write a short summary and include a link to the full press release and your visual assets.
Follow Up Professionally
Newsrooms are fast-paced, so a professional follow-up is necessary to avoid being seen as a nuisance. A polite and patient approach is more likely to yield positive results.
Wait at least 24 to 48 hours before following up on your initial email. This gives the journalist ample time to review your pitch and shows respect for their schedule.
Your follow-up should be a single, brief email. Gently remind them of your pitch by referencing the original subject line. Ask if they have reviewed the information and if you can provide any additional details.
Avoid calling the newsroom repeatedly or sending multiple emails to different people about the same pitch. This can be perceived as aggressive and may damage your credibility. The key is to be persistent but not a pest. One well-crafted follow-up email is usually sufficient.
What to Do When the News Responds
When you receive a positive response, how you handle the interaction can determine the quality of the final piece. Your goal is to be a reliable and helpful source for the reporter.
Respond to the reporter as quickly as possible. Journalists work on tight deadlines, and a prompt reply shows you are professional and easy to work with. Delays could cause them to move on to another story.
Be flexible when scheduling an interview, as the news crew may have limited availability. Be prepared to adjust your schedule to meet theirs. Have a designated spokesperson who is well-versed in the story’s key points and comfortable on camera.
Anticipate the reporter’s needs and be prepared to provide additional information. This could include contact information for others involved, specific data, or access to a location for filming. Making the reporter’s job easier helps ensure the story is told accurately and effectively.