the truth about the newsroom – straight-up!

[tweetmeme source=”storylinePR” only_single=false]WARNING: What follows is a harsh reality that may offend some readers.  Viewer discretion is advised.

Ask reporters what they want from pitch to coverage – their top-ten list might look something like this:

  1. Do your homework. Know exactly what I do and do not cover. Don’t waste my time and I won’t waste yours.
  2. When you pitch, show me you have taken the time to find out what I’m interested in and compose a note meant to appeal to me.
  3. Please be accessible once you pitch your story. Your marketing manager is not a suitable substitute.
  4. Return my phone call – even if you’re just calling to tell me you don’t know the answers to my questions! I work to a deadline.
  5. Make it easy for me to cover your story – send me multimedia that will add to your news.
  6. “Speak my language.” Don’t talk in jargon or industry-speak. I know you’re smart – that’s why I’m interviewing you. If I don’t understand you, then I can’t explain it to my readers, (listeners / viewers)
  7. Give me a quote to punch up my story. And remember, nothing is off the record – so please don’t tell me what I can and cannot use.
  8. It’s OK to follow up – but please don’t call to ask me if I received the press release you just sent. I have them by the hundreds in my inbox… and yours was which one exactly? When you do follow up, pitch your idea in 30 seconds or less and add some value to the contents of the release. Oh, and please don’t call me when I’m filing my stories. One word… “Deadline”
  9. I get that you want coverage, otherwise you wouldn’t be contacting me, but don’t send your news release to three other reporters I work with too! What’s worse is if I find out you pitched the same story to every media outlet in the city – I’ll kill the story.
  10. Don’t ask me why I’m not running with your story. I’m answerable only to my editor. It’s likely because it lacked real substance and news value. I report news. Period.

What reporters really want is usually pretty simple. They want their calls returned, a quote for their story and they want to do their job and go home.   Read more…

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