We love receiving questions from our clients and media training blog readers about communication challenges they are facing.
One of the most recent ones we received saw us asked whether it is a good idea to submit case studies when sending story pitches to journalists.
We all know pitching to journalists can be tricky.
So, would including a strong case study improve your chances of securing coverage?
On the face of it, this may seem like quite an easy question to answer.
If you have been on one of our media training courses, you’ll know we stress how vital examples and stories are for capturing and holding interest.
They make sometimes dull subjects relatable and bring that crucial human element. People want to see what real people think, not just what CEOs and other leaders have to say.
They present a great way to show how what you are discussing is helping people as they go about everyday life and the challenges it has enabled them to overcome.
A good human angle can even breathe new life into something that may otherwise be considered ‘old news’.
Their value was discussed by Chris Maughan, one of our current working journalist tutors, and Sean Ryan, comms director at Save the Children, when they tackled the audience questions raised during one of our recent webinars.
“Journalists love human interest stories,” said Chris. “Our stories always end up devolving back to people.”
Sean added: “We are launching a campaign about 5m children in 13 countries being on the brink of starvation because of a creeping famine caused by covid driving incomes down and disrupted food supplies.
“If we just said that 5m people are on the verge of starvation, I’m not sure anyone would be interested.
“But we have got some human content from Syria, where the problem is worst, and we are telling the story of a family there.
“And, I hope that will bring the story to life for people. We will be looking to tell more human stories as the campaign runs between now and Christmas.
“Each human story is distinct, and each human story seems relevant to us in some way because we can all identify with a parent trying to look after a child.
“Giving a human component helps people connect with a story.”
So, a story pitch that promises this golden content will surely stand out in a reporter’s crowded mailbox, wouldn’t it?
Well, yes, but it is not as simple as that.
Journalists do not want to produce the same stories as their rivals. A BBC TV reporter may well cover the same topic as a journalist working for Sky, but they will not want to feature the same people saying the same thing.
A time-pressed local newspaper journalist, working in a newsroom that has been ravaged by cutbacks, may welcome a press release complete with a case study they can insert straight into the story. But most reporters will want something original.
In our view, the best approach is not to send a full case study as part of the story pitch.
Instead, whet the journalist’s appetite by making it clear there are people they can interview to help tell the story. And that you can help organise this for them quickly and easily.
Provide a few comments from them in the press release or pitch that suggests they will be interesting to speak to and state that they, and others, are available for interviews. And be specific – something along the lines of “Joanne is a great speaker ideal for the BBC audiences and someone that we are only offering to you.”
It shows reporters they will be able to make the story different from how their rivals report it.
Available
But beware, the word ‘available’ is crucial. There is no point gaining a journalist’s interest with a compelling story and people to speak to, and then for them to find out the interviews can’t happen for a week.
They will quickly lose interest.
And, if you are targeting regional coverage, whether it is broadcast or print media, have people from those areas available to talk.
You can hear more from Chris and Sean by downloading the recording of their recent webinar on building relationships with journalists during a changing media landscape. You can also see their full response to the case study dilemma, and how they answered the other webinar questions, in this video.
And get in touch if you have any comms issues you need a little help with – or if you just have a question you would like us to tackle.
Media First are media and communications training specialists with more than 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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