Media relations was the focus of this recent Regional Chamber “Tips on a Dime” segment (click the image or here to view).

By Dan Pecchia

Although the days are gone when generating publicity was the primary job of public relations pros, most of the questions we get still revolve around that hot topic.

So here are four guidelines we prioritize in pitching stories to the news media.

Media’s goals first

Instead of pushing to get your company’s event covered or your cause’s information published, think like a media person and try to develop a good story that has the side benefit (yes, the side benefit) of publicizing your cause or company.

Pitches crafted with this mindset will hit the mark much faster. But it takes work, creativity and a willingness to push back now and then against colleagues who may not have this mindset.

Media pros aren’t paid to publicize matters on request. They’re paid to develop stories that sustain and grow an audience that’s constantly being courted by others. So you as a PR person need to pitch content that can help them serve that audience, and avoid approaches that won’t.

For example, although you may get a request to publicize a specific event or program, there may be a bigger story from the media’s perspective (the one that counts) on the problem or issue that your event or program is addressing. A prominent story about that issue, with your client among the lead sources, is a better bet to get covered and would likely draw more attention.

When you help news pros craft head-turner stories that happen to include information about your company or cause, you’ve got the focus in the right place.

Do your homework

This may sound cliché, but it’s important to be informed about news coverage patterns. This is helpful in knowing what to pitch, but even more helpful in knowing what to never send to a newsroom if you want to retain any shred of credibility.

Bottom line: If the media don’t regularly cover the type of story you’re thinking about pitching, don’t bother. Find another angle that does line up with the content they’re regularly using.

Part of doing your homework is knowing the breadth of coverage opportunities available. Although many of the conventional media have cut back, there are some new wrinkles.

For example, the local television news stations seem to cover fewer and fewer non-crime, non-government stories in their traditional evening broadcasts. But there are early morning, mid-day and weekend time slots, along with websites, that provide other opportunities.

Local dailies seem to have fewer reporters every year. But they’re more open to stories that that support page display packages and they’ve loosened the reins on their op-ed pages for content based on a point of view.

Become valuable

Although it’s been a while since I worked in a newsroom, I still clearly remember that there were two kinds of people who contacted me: Those I enjoyed hearing from and those I didn’t. I can assure you that today’s news pros could build the same two lists.

You want to become someone whose calls and emails are valued by busy (and often jaded) news pros. The only way to do that is to regularly deliver leads for good stories and avoid pitching (and following up on) content that has little or no news value.

This also takes work and time, both of which are worth the investment.

Write like media people

Regardless of whether you like news style, it’s the way hundreds of millions of Americans have consumed news for well over 100 years. More importantly, it’s what media people consider the standard.

Writing in news style makes it easier for media professionals to quickly detect news value, and can also raise the chance that an item can be used as-is. The inverted pyramid and AP style are key elements of news style.

The best way to get to know news style is to read a lot of it and start applying its elements to your own writing.

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Dan Pecchia is a public relations consultant and president of Pecchia Communications.