by JoAnne Hirsch, Senior Client Services Representative, Business Wire Denver
Business Wire Denver recently hosted a media breakfast, “Who’s Covering You Now: What Newsroom Cutbacks Mean to Your Company and How to Pitch Stories to a Shrinking Newsroom.” The media panel discussed the changing landscape, best practices for pitching and the impact of mobile.
David Sloan, Account Executive for Business Wire Denver, moderated the panel, which included (L-R):
- Gil Asakawa, Manager of Student Media, Journalism & Mass Communication, University of Colorado
- Greg Nieto, News Reporter, FOX31 and KWGN, Channel 2
- Patrick Doyle, Senior Editor, 5280 Publishing, Inc.
Tight budgets, shrinking newsrooms
Nieto responded to seemingly endless media consolidation by finding a silver lining. “I have a lot more leeway to bring stories to the table,” he said. “When we have editorial meetings they used to ask for five or six story ideas and that number has probably grown to about 10.”
Asakawa added that in recent years the Denver Post has shrunk drastically, resulting in reporters juggling multiple kinds of stories. One of the biggest changes, he said, has been the PR community’s outreach to social media and individual bloggers.
Know your audience, do your homework
The panel was unanimous in the sage-old advice to PR pros: despite technology, it’s all about the relationship. “Watch some of the program on TV and see where your topic might fit in,” counseled Nieto. Doyle requested no attachments in email pitches and Asakawa advised: “Find new hooks and plan new hooks every year so you have something to go to the media with.”
Nieto offered a lesson in selling reporters on your story: “When I pitch a story I’m already thinking about the hook. What’s going to be the tease? A pitch should be multi-layered. The more ammunition I have, the better opportunity it’s going to stick and someone in the editorial meeting is going to assign your story.”
Regarding timing, the journalists recommended keeping production schedules and editorial calendars in mind. A monthly magazine works far in advance, with editorial calendars set a year out. Newspapers have a more timely window. “You need to know that to get in the Friday section it’s done at most papers by Tuesday,” said Asakawa.
Mobile technologies a game changer
The panel agreed that mobile is here and the future is uncertain. “If I’m out on a story they have me shoot a little tease with my Droid that we’ll send to our website,” said Nieto. “Over the past three years there’s been a huge push to write our Web script. I find more and more I get feedback from people who read my scripts from across the country who haven’t viewed the broadcast. That’s fascinating to me.”
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