Simplifying Journalists’ Lives: How To Achieve Successful Media Coverage

Back in the day, journalists had all day – and sometimes days and weeks – to produce a news or feature story and I vividly remember a former colleague proudly proclaiming on a few occasions they’d done two pieces in a day and were consequently “wrecked and dying for a drink”.

The simple fact is those good ol’ days are long gone. With 24 hours rolling TV news “on the hour every hour” and the rapid rise of digital news and magazine platforms, journalists’ working lives have been rapidly changing to meet the demands of instantaneous delivery.

They need to move quickly and pump it out. Volume and speed have become important components in the daily lives of media people and yet they still need to produce compelling stories that capture the attention of their audience while getting all the facts nailed down.

Whether it’s covering breaking news, events, or human-interest stories, journalists are constantly on the lookout for engaging content that resonates with their readers or viewers. As a result, making their lives easier can be the key to getting your story picked up and featured in the media.

So how do you get the attention of a busy journalist and achieve media coverage?

• Provide well-researched and tailored pitches: Take the time to understand the journalist’s beat, interests, and preferred communication methods before crafting personalised pitches that align with their needs.
• Offer timely and relevant information: PRs should ensure they provide journalists with timely updates, press releases, and story ideas that are relevant to current news trends and events, making it easier for journalists to integrate the information into their stories.
• Facilitate access to expert sources: Offer to connecting the media person with knowledgeable experts and spokespersons who can provide valuable insights, quotes, and commentary on relevant topics, saving journalists time and effort in sourcing credible sources.
• Provide multimedia assets: Always try to supply journalists with high-quality multimedia assets such as photos, videos, infographics, and press kits that complement their stories and enhance their visual appeal, making it easier for them to create engaging content.
• Be responsive and available: PR professionals should be readily accessible and responsive to journalists’ inquiries, providing prompt answers to questions, coordinating interviews, and addressing any concerns or follow-up requests in a timely manner, facilitating smooth and efficient communication throughout the media coverage process.

Making journalists’ lives easier is essential for securing media coverage and getting your story featured in the news. By understanding their tight timelines, individual preferences, and content needs, you can position yourself as a valuable resource and increase the likelihood of your story being picked up and shared with a broader audience. By prioritising collaboration, communication, and professionalism, you can build lasting relationships with journalists and achieve your media coverage goals effectively.