How to Earn Press in the Attention Economy?
Photo by Terje Sollie from Pexels
In the attention economy, how can you earn more attention? I spoke last week with Kevin Barry, reporter at WEWS, and he was kind enough to share his tips on how to pitch journalists with pizazz.
What’s a reporter looking for?
Be topical. Kevin receives 15-20 pitches a day. Pitches with irrelevant subject lines go straight to the trash. Pitches with relevant subject lines — i.e., they capture an emerging trend with local impact — catch his attention. For example, a think tank releases a study on home buying trends in the US. A pitch from a local realtor about why Cleveland home sales are more active than in other parts of the country just might end up on Kevin’s segment
What’s a reporter keeping clear of?
Surprise! Much of Kevin's recent reporting is pandemic-related. Viewers of WEWS know as much. Recently, Kevin received a pitch about caring for your dog during the summertime. There is civil unrest, a global pandemic and a presidential election. This pitch is comical in the context of what is going on across the country. Very few people are interested in what to feed your dog or the best parks to walk in right now. In a 30-minute newscast, there is only a 13-minute window of news. How to care for Fido is probably not going to make the cut.
Think of Kevin as a client, and deliver a time-saving solution
Kevin uses Twitter and personal relationships to identify trends before they become popular. As a journalist, it's his job to report on trends before they go viral. A good journalist cultivates sources that share pertinent trends and explain why they’re important. Most journalists aren't experts on the topics they cover. In February, Kevin didn't know anything about coronavirus. He leveraged his relationships with experts to educate himself. This helps him when crafting his next story for broadcast.
Twitter as the nexus of the attention economy
Before you pitch a story to Kevin, reply to his tweets. Help him find another story related to a story from last week. Recently he covered a story on medical marijuana. Someone tweeted at Kevin after the story aired about a cannabis packaging company that worked with the company mentioned. A few weeks later, a story aired about the packaging company.. Kevin (and reporters like Kevin) loves these types of pitches.
Even on Twitter, reciprocity rules. When Kevin needs an expert opinion for his next story, he often turns to the experts who regularly add gems to his Twitter feed.
The lesson, in 14 characters: Twitter works!
What local organizations rock media outreach?
The Cleveland Clinic and University Hospitals. The Cleveland Clinic maintains their own Twitter account for media members: @CCforMedia, which steers journalists to particular doctors prepared to comment on a timely news segment. The week, after the death of Carrie Fisher, the Cleveland Clinic shared with media a list of experts who could talk about her cause of death. These approaches work because the expert is accessible and relevant for a story. Reporters love these types of experts.
University Hospitals have their own television studio, which means Kevin’s crew doesn’t need to provide lighting. He can walk in with a cameraman and wrap up an interview in a timely way.
The Changing Role of the Fourth Estate
Journalists themselves are now vying for their share of the Attention Economy. How does the reporter grab the audience’s attention? Not just in their reporting, but on social media. The audience isn’t just looking for news but wants to connect with the reporter. Where is the reporter going on vacation? Does the reporter have any pets? Building a following equals more share of the audience’s attention for the stories that matter.
Getting the press's attention isn't rocket surgery. Be topical. Cultivate a relationship with a reporter. Be helpful. Maybe Kevin will appear on your doorstep with his cameraman.
Watch my conversation with Kevin Barry HERE.
Thanks to Randal Doane for coaching me through this essay.