Media 200: Story Placement Phyllis V. Larsen, APR University of Nebraska-Lincoln College of Journalism and Mass Communications plarsen1@unl.edu

The golden rules of pitching You’ll become a valued source if you can: Identify potential stories with news value Make your story ideas easy to use Develop good working relationships Understand media needs Use technology wisely

A reporter’s job is to report the news, not to give you free publicity A reporter’s job is to report the news, not to give you free publicity. So, what’s news? Is it timely? Is it new, first, only, best…? Does it relate to a bigger story or national trend? Does it relate to what people are talking about? Does it show impact on real people? Would your neighbor care?

Make your idea easy to use Does it have a news hook? Feature approach Sources are accessible & willing to be quoted All contact information included Meets deadlines Info is complete, accurate

Create a reservoir of trust and goodwill Information must be 100% accurate Don’t ask for lots of favors Help, even if story can’t be all good Never mislead Provide complete information Be prepared to answer questions Respond immediately to requests Offer tangible assistance Say thanks

A good lesson: don’t cry wolf • never lie or mislead • don’t exaggerate or over-promise

Pitch stories and people Your organization may have expert sources for: Local perspective on national stories Expert opinion Talk shows Trend stories

Become an expert in their medium Research your contact What’s their beat? How do they want to receive info? Read, watch, listen to their work Understand lead time and deadlines Tailor info to needs of the medium Ex: TV needs visuals

Let technology help, not hinder E-mail Subject lines are critical. Include what/when Personalize. No mass e-mails Keep it brief, factual No attachments Phone calls Ask if it’s a good time to talk Keep it short and to the point Follow up with written info Pitch letter One page with an enticing lead Supporting info on other pages

From the expert’s perspective: Shelly Kulhanek Assistant City Editor, Lincoln Journal Star Brad Penner Newsroom Manager, KOLN/KGIN-TV

Phyllis V. Larsen, APR plarsen1@unl.edu Questions? Phyllis V. Larsen, APR plarsen1@unl.edu