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

2. 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

3. 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?

4. 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

5. 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

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

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

8. 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

9. Let technology help, not hinder
Subject lines are critical. Include what/when
Personalize. No mass s
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

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

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