Trylon Communications  - Volume I Issue 9

The Prime Directive

When dealing with the media, many executives fail to understand the basic job of every journalist, editor and publisher: keep their audience informed and happy. So the next time an editor doesn't respond to your story pitch, instead of asking, "Why would someone turn down such a fantastic story?" ask "Why didn't the editor think this story would benefit their publication?"

Your pitch won't excite an editor unless it has a credible, newsworthy angle. If it's really news, you have a better chance of getting coverage. But a local or timely hook is often necessary to secure a placement.

The journalist's job is to report on news and events that will be of interest to readers, viewers or listeners. Interesting or breaking news that relates to larger trends, events or local concerns will build buzz and the reputation of both the reporters and their media outlets, in addition to maintaining and building audience.

Keep this in the back of your mind when speaking to journalists, pitching editors on story ideas, or speaking at public functions and you will become much more successful in getting your company that very valuable commodity: exposure.