Growing your relationship with reporters

The Corn Party, March 2015

Colleen Newvine

Newvine Growing

Our agenda

How reporters work

What reporters look for in a story idea

How to prepare for an interview

What to do if it doesn’t turn out how you hoped

How to work with reporters in a bad news situation

What to include in a good press release

How to pitch your story

What to include in your website’s media section

Your questions

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How reporters work

What you might picture The modern reality

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What makes a good story

Journalists have two audiences – their editors and the general public. The story should be compelling to both.

Does the story have what journalists call a news hook? Explain what’s new or different.

Is it part of a larger trend? Provide data or background on that trend. Other sources are a big help, too.

Is the idea timely? You should have a reason why now is the perfect time to do this story.

Do you have photos or video? Visuals make a story more compelling.

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What makes a good story

Probably not a story: Your maze is open this weekend ... Just like every weekend every fall.

More likely a story:

Your maze is open this weekend... the first weekend this year.

Your maze is open this Saturday noon – 9 p.m. ... three hours longer than previously.

Your maze is open this weekend... with a new design, a charity fundraiser, live music …

What else might be new?

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What makes a good story

Probably not a story: Your maze is marking its 15th

anniversary this weekend.

More likely a story:

Your maze is marking its 15th anniversary. ... and

you’re having a big party to celebrate.

Your maze is marking its 15th anniversary this

weekend. ... and you have photos of the first maze

to show how it’s changed.

What else might you do that’s special or unusual?

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Preparing for an interview

When a reporter calls, ask when his or her deadline is and if you can call back in a few minutes

Ask for a little background on the story: what’s the story about, who else are you talking to, how can I help? What’s the media outlet? Is it local or national?

Prepare three crisp, clear ideas you would like to get across in the interview. Write them down.

Write a list of potential questions – including the scary ones – you think the reporter might ask. Try to use your three ideas to answer them.

Gather any background you might want: your hours, pricing, history, acreage, name of maze designer

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Preparing for an interviewTHREE KEY POINTS: Our maze is the oldest

in the county

Our maze designer has built more than 300 other mazes around the world

We have lots of non-maze activities including face painting, bobbing for apples and a petting zoo

POSSIBLE QUESTIONS:

How long have you been in business?

How did you get started offering a corn maze?

How does your maze compare to others in the area?

Is your corn maze right for little kids or senior citizens?

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Preparing for an interview

What are some important ideas you might want to get across in an interview?

What are some questions you think a reporter

might ask?

What questions have reporters asked you before

that have stumped you or thrown you off?

What background might you want to have for an

interview?

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Preparing for an interview

BY PHONE:o Minimize distractions –

mute your computer, go

someplace quiet where

you won’t be interrupted

o Listen carefully for queues

– you don’t have body

language so ask “does

that answer your

question?” or “would you

like an example?”

BY EMAIL:o Try to be conversational –

don’t use marketing speak just because it’s in writing

o But not too casual –everything you write could end up in the article, including the little aside jokes before you answer any questions

o Spellcheck. Twice. – You are writing to a writer. Make a good impression.

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Preparing for an interview

IN PERSON:o Minimize distractions –

turn off your phone, go

someplace quiet where

you won’t be interrupted

o You can still have your

background material

o Everything is on the

record, even before and

after the notebook is out

FOR BROADCAST:o Watch for distracting

noises – tapping your

pen, your email alert

tone, rocking in your chair

o If you stumble on your

words, you can start over

if you aren’t live on air

o Choose solid colors for TV,

and avoid noisy or

reflective jewelry

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Preparing for an interview

Short = sweet

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If it doesn’t go well

If you know even before the story runs that the interview didn’t go well, send a calm follow-up email emphasizing your three talking points

If you are unhappy with the story, first ask: did the reporter accurately report on the situation and what I said OR was I misquoted?

Politely ask for a correction if the story had factual errors. Clearly point out what was written versus what you said, and why the distinction is important.

Offer supporting material for future reference

If the story was negative but accurate, thank the reporter and reflect on what you’ll do next time

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When it’s bad news

No comment doesn’t help – it just means your

side of the story might not get told

Just like any other time, ask what the reporter

needs and if you can call back

Take a deep breath

Call your lawyer, if necessary

Prepare your three talking points and list of

possible questions

Be clear, be human and don’t be defensive

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Anatomy of a good

press release

o Contact information

o Keep it short and

straightforward

o Provide background

o Make the reporter’s job

easyYou can find a variety of press release templates online – this one is available to download from Hubspot.com, for example

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Pitching your story

Find reporters via the news outlet’s website, a Google News search and social media

Email individual reporters with a personal pitch

Explain what will make the reporter’s life easier: you have a source who’s experienced giving interviews, broadcast-quality video, photos, etc.

Think about all your local media: weeklies, alternative publications, bloggers, student publications and broadcasts

Services can help you: for example, MuckRack or Cision to find reporters, PR Newswire to send releases, HARO or ProfNet to pitch yourself as a source

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Pitching your story

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Pitching your story

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Pitching your story

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The media section

of your website

o Contact information

o Archived press releases

o Photos with captions

o Logo in color and B/W

o Video with descriptions

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Dos and don’ts with mediaDON’T:o Ask to read the story in

advance

o Pitch yourself for a story that just ran

o Call immediately after sending your press release

o Send unsolicited attachments

o Scattershot your release to the whole newsroom

DO:o Learn the names of

reporters who cover food, agriculture, entertainment

o Be responsive, even on bad news stories

o Admit when you don’t know the answer – but offer to find out if you can

o Offer other sources if you can’t help

o Say thank you

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Take this talk home

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Newvine GrowingMarketing strategy and tactics

for farmers, farmers markets

and farm-to-table restaurants

http://newvinegrowing.com

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