Despite all the media coverage I am able to achieve for clients, I still find it difficult to get the attention of reporters and editors. Between the demands of the news business, fewer reporters in the newsrooms, and other factors, it can be daunting to get your clients’ news and pitches noticed.

Still, it isn’t impossible.  I am a big fan of the Netflix show Bridgerton. And just as the show’s characters in the early 1800s utilize finesse to get what they want; we too have to be intentional and respectful in 2024 to finesse the news coverage our clients are looking for.

It starts with building good relationships with members of the media. It is really important to provide timely and useful content that journalists are looking for. Facts and stats or examples to back up what you are pitching are always of interest. Even more importantly, take to time to learn about the journalists you are pitching. Make sure that the subject matter you pitch matches the beat they cover. I have heard time and time again from journalists that one of their greatest pet peeves is receiving blanket pitches about topics that they don’t cover. Know your audience!

Reporters want information they can use to create news stories that resonates with their readers, listeners and viewers.  In order to that, you need to learn what subjects they cover. In fact, Cision’s 2024 State of Media report found that 68 percent of reporters said one way to make their job easier is to understand their target audience and what the audience finds relevant.  Also, don’t forget to follow them on social media.  Doing that can help you to learn about some of their habits, such as specific hobbies or pet peeves that they have.  This information can be used to your advantage when pitching them about your organization or business.

It also doesn’t hurt to show some consideration.   If you read a story or saw a report on television that the reporter did and you really liked, let that person know.  Also, be sure to show consideration when you are sending a reporter information by writing him or her a thoughtful email (in Bridgerton, they write personal notes on fancy stationery). While sending the same email message to many reporters saves time, it’s a good idea to include a line or two specifically addressed to the reporter.  It can say “This is right up your alley.” or “Since you like to do X, here is some information that is related to that and would make a good story.”  Going back to Cision’s 2024 State of Media, 35 percent of journalists want people to personalize their pitches.

When it came to marriage among the English nobility in the 19^th century, the courting period was brief and the wedding ceremony happened quickly. In other words, they got straight to the point. Does the information you are sending to reporters get to the point?  Whether you send a pitch or a press release, is it easy to read? Is there information that the reporter’s audience can use? If you can’t answer “Yes” to those questions, redo the pitch or press release. Use bullet points to summarize information. Create a subject line that can also be used as a title. Since reporters are busy people, whatever you can do to make their jobs easier will go a long way in getting positive press coverage. Whenever I can, I try to send a “package” to a reporter for a particular pitch subject. Not only do I send a pitch, but I offer up experts for them to interview to cover the various angles of a story idea. When you make things easier for them, reporters are more likely to work with you.

Although I am not attending any fancy soirees in petticoats and a tiara anytime soon, I still need to keep in mind the best practices for “courting” a reporter and providing what they need so that I can be a PR Queen to my clients.