[PR Tip] Special Edition with NY Reporter Genae Shields on Being Ignored in the Newsroom & How to Break that Silence with Impactful Pitching
- editorial team
- 2 days ago
- 3 min read
With newsrooms shrinking and beats constantly shifting and moving, your story may get overlooked. To prevent this, move your strategy from "announcements" to "proven impacts" says one community and business/development beat reporter.
We know that the ultimate PR frustration comes in when you have a beautiful organization, heartfelt mission, and launch date, yet still hear nothing back when you send that pitch.
You may even start to feel like your brand is invisible, but before giving up or assuming the media doesn't care, try to adapt to the modern reality of the current newsroom.
The MMM Editorial & Community Service team recently had the chance to speak to Genae Shields, a journalist covering local and state news for the Democrat & Chronicle & Gannett who has years of experience at the frontlines of community reporting. She shed light on how coverage can no longer really be gained for just simply "announcing" something.
Shifting from "What" to the Impact: Reporter on Pitching Stronger Angles
Maybe a few years ago, you could have pitched a new organization, and it was easy to get coverage for the launch. However, now, the bar is higher. Reporters like Shields are looking for the specific ways your brand is helping the community and the specific people you will be serving.
If you are constantly being ghosted after sending a pitch, ask yourself whether you are simply announcing your brand's existence or actually showing all the lives you have improved. Shields notes that she does go through every pitch she receives to ensure she is not missing a vital story, but she also establishes that stories that illustrate a real connection stand out.
Building Connections
A fantastic way to stay on a reporter's radar is to lean into community networks. Shields herself often finds stories through everyday individuals who tell her about business owners and innovators. This kind of sourcing is much more likely to result in a story because it comes with community approval already.
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Shields also shared words of encouragement, letting entrepreneurs know not to give up if there is no immediate response.
Remember that journalists can often get delayed by breaking news, but this does not mean they have forgotten about you.
Your Spotlight Could be Starting Now- Actionize Shields' Advice
To gain attention for your brands, make sure to answer some of the tough questions faced by community. How does your brand solve a problem? How big is that problem? Who does it affect and how? This kind of coverage has larger ROI as people don't just learn what the brand offers but also understands how to slot their offerings in everyday life.
Follow local reporters and their work, understand their newsroom's changing beats, and offer up stories that demonstrate real impact on the community.
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For Subscribers Only: Hearing advice isn't particularly helpful if it doesn't come with the resources to put it into action. Below we go over some of the infrastructure that will allow us to bring this into your next pitch.
