It’s no secret that reporters and journalists ask a lot of questions. I was a radio news reporter and on-air anchor for 10 years. Think about it: I got paid to ask questions and never had to have any answers. It’s quite a concept.
Reporters will ask questions when you pitch your story, such as, ”Why should I cover your story; who cares?” That was always the nagging question in the front of my mind when someone was pitching me. They will consider, “What’s new/news here?” –as in newsworthy, and they will ask, ”How does this story impact my readers/listeners and the general public?” You have to market and sell your story to them…in about 15 seconds or two sentences. Max.
If you’re fortunate enough to engage a reporter in this type of dialogue and get their attention, the next step is to gently move the conversation forward and set up an interview.
From the moment the questions start flying, your credibility is on the line. Without sounding like a criminal lawer interrogating a star witness, you want to ask key questions that will help build your credibility and prepare you for the interview. In other words, you want to communicate (through these questions), that you understand their mission, goal, challenges and how best to help them get the story and angle they are looking for. The first two are the most important. The rest are in no particular order.
1. What is your deadline?
2. What specific angle are you looking for?
3. Do you need any more information (background sheet, website, white paper, annual report, etc.)
4. What’s the best time and way to contact you? (who will initiate the call and when?)
5. Do you need a headshot? (This is for print media; radio may want one only if they post a transcript of the interview on their website)
6. Are you interviewing other people for your story?
7. Do you need anything else from me to help pull this together?
8. Would you like my cell phone number as well as my office number? (mention you are available all the time)
9. Do you need Talking Points or questions to help you prepare?
10. For radio & TV reporters: how long will the segment/interview be? It it live or recorded? Will it be edited? For TV producers: what color is the set/background, who will do the interview, do you need B roll (video footage you may have- TV is all about visuals), what time should I arrive at the studio?
These questions will likely be answered in various e-mails, Tweets, or phone calls over a period of a few days. I would not recommend firing these off in 12 seconds as the reporter may feel bombarded …and head for the hills. Instead, approach the media decision-makers with a friendly and helpful demeanor to make their lives and jobs easier. They don’t need complicated, they need concise. They need “low maintenance.”
Above all, if your media contact asks for a white paper on Identity Theft, don’t send an Annual Report, headshot, newsletter and your last five press releases. Listen carefully to what they want and get it to them promptly. This approach will help you build lasting relationships with reporters.
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