WHAT A WASTE: PURSUIT OF NEWS COVERAGE WITHOUT A NEWS HOOK

You know how you feel when you're pressured to do something you don't want to do? Now think about the media. They feel that pressure every day.

You've got a story and you think the media should want to report it. Why? Because you think it's important news.

Not good enough. Unless you're the President of the good old USA, you've got some splainin' to do before you get your story covered.

Before you make that media call, spend some quality time thinking about why your story is newsworthy. What's your news hook? Why is your news of interest to others? What reader-friendly angle could the writer use? Think strategically — you may only get one chance to make your pitch.

Today, the news business is tougher than ever. Many media are short-staffed and stretched to the limit. So here are some tips:

Don’t call the media unless you have real news to report.

Don’t call the media to complain that they don’t ever call you or that a story contained news about your competition but not you.

Don’t call the media and ask them to publicize your sale — they’ll send you to the advertising department to buy an ad.

Do call the media when you have genuine news to report.

Do call the media after you have given serious thought to why your news would be of interest to the media and their public.

Do thank a writer for positive coverage when you get it.