5 tips to win over journalists

In the ever-evolving landscape of media, securing press coverage for your story can be a game-changer. Whether you’re promoting a service, sharing a noteworthy achievement, or simply aiming to increase visibility, getting picked up by the press is still a sure-fire way of reaching a wide audience. 

Here’s a helpful guide to winning over journalists:

Crafting a newsworthy story:

The first step to catching the press’s attention is ensuring your story is newsworthy. Ask yourself: Is it quirky, hard news, or a human-interest story? Generally speaking, your story should fall into one of these three categories. Journalists are on the lookout for unique angles that will resonate with their audience – so make sure you get the right angle for your audience. You can find out more about the different types of news stories, and examples of how your organisation can create them, on our “Getting picked up by the press” training.

Proper story formatting:

You may have the greatest story to share, but if it is perceived as a big editing job by a time-press journalist, it may head straight into the bin. Presenting your story in a format that can be copied and pasted will make you a journalist’s new best friend. Use a compelling headline, followed by a concise and informative lead: starting with the critical ‘who, what, where and when’ of the story. Include relevant details and quotes to support your narrative. 

Need a press release template? Get in touch with us and we will ping one across!

The power of visuals:

A picture is worth a thousand words, and in the world of media relations, a decent landscape photo can significantly enhance your story’s appeal. Ensure your visuals are high-quality, relevant, and align with the narrative. A captivating image can be the key to grabbing a journalist’s attention and increasing the likelihood of coverage.

Researching the right journalists:

Sending your story to the right journalists is crucial. Research and identify reporters who cover topics related to your story – contacts can be found on news websites or on X (formerly Twitter). Tailor your pitch to their interests and mention any past stories of theirs that you particularly enjoyed to increase the chances of them noticing you.

Steer clear of jargon and salesy language:

Objectivity is paramount when working with the press. Avoid using acronyms and overly promotional language. Present the facts objectively, allowing journalists to form their own opinions. This approach builds trust and credibility, increasing the likelihood of your story being picked up.

If these tips have inspired you to give media relations a go, why not book onto a media workshop? Our press training has been attended by hundreds of entrepreneurs, community activists, charity professionals and good eggs. Come along and be inspired vai our online workshops or with a bespoke workshop tailored to your business. 

Find out more about our training offer.