If there is one thing I’ve learned from working on both the journalism and the public relations sides, it is this. Everyone has a story to tell.

In the television news business, each day was a battle to convince everyone from severe weather victims to people trying to do a little good in the world that their perspective mattered and shined light on important issues. In public relations, things have shifted to helping clients realize the projects and services they’re selling make a difference as well, and have a legitimate place in the crowded news cycle.

If you’re still with me, you’re probably thinking—How do I get my company’s story out there? Here are a few things you should know to help your story get covered.

1. It’s A Numbers Game
   Reporters love numbers. Whether it’s the cost of a project, the potential economic impact, annual financial statements, etc. Why? Numbers add legitimacy to a story and fulfill the needs of the business media who are charged with reporting on significant sales and developments. No matter what medium a business story is being pitched to, the reporter is going to ask for numbers. If you can provide them, you have a far better chance to get your story to the front of the line.
2. The Media Loves an Exclusive
   Oftentimes in PR, value is measured by the amount of media outlets a story appears in. However, reporters and assignment editors are savvy and can often tell when a pitch has been mass distributed or is targeted only to them. Guess which pitch a reporter is more likely to respond to?

   That’s why it’s critical to determine which outlets or reporters can tell your story the best, and consider offering it an exclusive. Journalists LOVE having something the other guys don’t. Sure, this might cost you having your story everywhere, but it also provides the best opportunity for it to be told correctly and with far greater impact.

3. Open Up the Doors
   Having journalists poking around your project site, headquarters, or storefront may seem intimidating, but it’s also important. A phone interview or a written statement only tells an audience so much, and certainly doesn’t show them anything. If you want news coverage, be prepared to give journalists the access they’re looking for. If you can offer a site tour, or show off product and engage willingly with the reporter, you’ll create a level of trust that makes any journalist more likely to bite.
Reporters are savvy and can tell when a pitch is mass distributed or targeted only to them.
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4. There’s Something for Everyone
   While everyone has a story to tell, that doesn’t mean every story belongs in the A block of the 6 PM news, the front page of the paper, or as a centerfold in a New York-based magazine. With that said, there are trade publications for virtually every industry these days that can get your message in front of like-minded professionals and help establish yourself as an expert in your field. Just because your story isn’t hitting the New York Times doesn’t mean it isn’t valuable.
5. People Matter
   While I would never encourage getting your hopes up for being the subject of a viral video (we’ve all seen how those can go), think of the most eye-catching stories you see on television, online, etc. What makes you remember them so vividly? Chances are, it’s the people in the story that make it so great. Perhaps it’s those impacted, or those who are most involved. Regardless, make sure those individuals are available and easily accessible for interviews. Bonus points if they have a knack for the camera or a little media training.
6. Do the Leg Work
   It’s no secret that newsrooms are running thinner than ever these days and the reporters still in the business are being asked to do more with fewer resources. Thus, to be a reporter’s best friend, we need to do a little work for them. This includes sending high quality photos and videos ahead of time and providing cell phone numbers giving them easy access to potential interviews. Finally, reporters need to know you’re available, and when. There is nothing more stressful to a reporter than learning about a great story and having no way to follow up on it.

Finally, keep in mind that media coverage isn’t a one-time thing. The magazine, newspaper, online news portal, TV show—whatever you’re quoted in—can be recycled to drive people to your website, amplify your social media engagement, and as mentioned earlier, could go a long way toward building your reputation as an expert in your field.

Want to learn more about how our media relations experts can help tell your story? Let’s chat!