Sell Your Story – Going Beyond the 5 Ws to Get the Media’s Attention

I recently sat down with board members of a local non-profit who were frustrated that their organization couldn’t get the media’s attention – no matter how hard they tried. They were discouraged that their previous attempts to pitch local news outlets flopped so they decide to reach out for public relations help. “We had folders made that included all of our information and hand delivered them to the reporters,” they explained. They had the who, what, when, where, why put together in a nicely printed high-gloss folder and touted their PR tool to help them land news coverage. What they really needed was a story.

Journalists are expected to have several story ideas every day, so they are in the market for good content. However, they are short on time. Stories that reporters are interested in are compelling and complete.

Public relations today means delving past the 23rd letter of the alphabet. You can start out by asking the following questions to help formulate an interesting angle:

• How visual is my story?

• Why is my organization unique?

• What experts will be available to lend credibility to my story – board members, key stake holders, customers, clients, etc.

• Have we been the first to do anything?

• Who have we helped and are they willing to be interviewed?

• Do we have any statistics to back up our story?

• Is there a mystery? Meaning, have we unlocked any secrets to success in our industry?

• Do we have an independent credible source that agrees with our viewpoint who could add credibility?

• Can everything fit in a one-page press release, and can I sell it to a busy reporter in 15 seconds?

Remember you are selling a story to someone with limited time and resources. Winning coverage, couldn't resist another W reference, is about having a compelling story that includes all the pieces and parts.