In addition to all the legwork that goes into finding, researching, and writing a good news story, reporters are now being asked to multitask like never before: to learn social media, incorporate video into their print stories, and to pick up slack from the many layoffs newsrooms have made over the last decade.
As if smaller staffs and more work weren’t problematic enough, traditional news outlets face increased competition from online sites such as Examiner.com and Business2Community that aggregate content from citizen journalists. Now more than ever PR people need to think like journalists. Pitches must be tighter, less fluffy, and full of the facts; they include figures and trends that journalists can use to package a good story.
To think like a journalist, PR pros must look beyond Google News Alerts and Help A Reporter Out (HARO) and go straight to the many resources that can help them put together a solid story pitch that resonates with today’s media. Here are some resources to help build these pitches:
1. Industry associations