How to Talk to Reporters

Talking with reporters can be very intimidating, but it doesn't have to be. The following information can be very helpful as you prepare to contact reporters.

Consider the newsworthiness of the story. Nothing irritates reporters more than getting pitched on a story that is not relevant to their publication or does not have any implications for their intended audience. Make sure you know what and where the story is, how and why it is important to the local community and who is the intended target audience before you contact a reporter. Is this a breaking news story with overarching implications in the industry or is this a trend story with a local angle? Why should people care about this story?

Do your homework. Before making a phone call to a media outlet, it is important to know who the appropriate contact is for your specific story. Be familiar with the publication you are going to pitch. Review your media list and strategically target the appropriate media outlets. You can call the outlet and ask to speak to an editorial assistant at the news desk who can tell which reporter covers a specific beat if you are unsure. When you have identified your media contact, familiarize yourself with recent articles that he or she has written so you can mention them if it is relevant to your story idea. Many media outlet websites have biographies available online for their staff reporters.

Have materials available to send out. Reporters work on very tight deadlines and do not always have time to talk to you on the phone, but may want you to e-mail, fax or mail certain materials to them. Make sure you have solid background materials available to send out to them immediately. Reporters like to receive visuals that can enhance the story and make it as interesting as possible. Background materials to have ready before you contact a reporter may include: a copy of the press release, a question & answer sheet, biographies and photos of spokespeople, any relevant photos of your credit union or specific events and video "B-roll" you can make available for TV media. This is background footage that usually runs with a story.

Delivering your pitch. The best time to reach a reporter is usually in the morning, but not before 9:00 a.m. After about 2:00, reporters are generally gearing up to file their stories on deadline (usually 5:00). Be sure to outline and understand the clear messages of the pitch that you want to deliver. It is important to be concise and articulate when speaking with a reporter. It is also crucial that you demonstrate your understanding of the media if you are to build a relationship with your local reporters. Always ask them first if they are available for a few moments when you get them on the phone. Anticipate questions that may arise from your call, have facts and sources to answer the questions at your disposal, and most importantly, make sure that you practice your pitch. Finally, remember to be friendly – reporters don't bite!

Follow-up. If a reporter tells you no or that they are not interested, thank him or her for his or her time and do not be persistent. However, it is important to follow up with reporters in a timely manner once you have promised additional information or someone to interview. Also, it is best not to leave long, detailed voicemails – it is more effective to call at various times until you get the reporter on the phone.