b'DAYTODAY PR TOOLKITAmi Neiberger Tune Up Your Story Idea! What to do when your media campaign needs a boostY ou gave it your best shot. You came upinteresting, useful, or different. Offer up an old with a great story idea for a local news- idea with a new twist. Dont ask reporters to redo paper or television station and you sent ita story thats already been covered. to them and then you heardcrickets. Nothing.Offer resources and sources for the reporter. So how do you upgrade your story idea for aMention if you can provide photos or video (mate-shot at earning media coverage?rials you shot or have rights to). Say who is available First, take a hard look at your media pitch.for an interview. Offer statistics and hyperlinks to This is the one or two paragraph email you prob- more information to undergird the story.ably submitted for your story idea. In the firstRemove what doesnt belong in the pitch.two sentences, it should sum up what the story isIf your favorite turn of phrase is not getting you about and make the reporter eager to learn more.a callback, it may be time to rewrite the pitch. Toss boilerplates and long-winded paragraphs.Timing is a key thing with stories. Reporters need enough lead time to write a story ahead of holidays or anniversary dates. For example, if your story idea ties into Hispanic Heritage Month in September, start pitching in late August or early September, not at the end of the month. Look at who you sent the media pitch to.If you are asking for coverage from the metro or local section of the newspaper, look up the editor of that section or check to see if theres a general email account to send pitches to. If sending to a particular reporter, try to identify one who is interested in the topic. A reporter who covers community news, addiction, homelessness, housing, or nonprofits might be of interest, If you dont see a solid story hook in those firstdepending on the story. Email your pitch and two sentences, its time to revise.follow up with a phone call (just avoid the frantic Verify your idea has not been done before.rush at a newspaper for press time after 3 p.m.Talk about what makes your story idea unique,or the hour before any TV newscast). \x03Ami owns Steppingstone LLC, an independent public relations and design practice that assists nonprofit organizations in sharing their stories. You can reach her at ami@steppingstonellc.com.60 WWW.CITYGATENETWORK.ORG JANUARY/FEBRUARY 2022'