Have you been reading the headlines about the newspaper industry recently? Because I used to work in it, I have. And it isn’t pretty.
Declining circulation and ad revenues are forcing many newspaper companies to lay off editors, beat reporters, newsroom clerks, photographers and anyone they can do without.
I conducted a telephone seminar yesterday for people in The Publicity Hound Mentor Program, and I identified the incredible shrinking newsroom as one of 10 trends that will affect the way we manage our publicity campaigns this year.
Here’s how fewer newsroom employees affect you:
—Reporters are doing double- and triple-duty. So the phrase “How can I help you?” is the most important question you can ask a journalist. (See “How to be a Valuable Source the Media Love.”)
—Newspapers will rely on freelancers to replace staff writers. So find out which freelancers cover your industry, and get to work building relationships with them.
—Learn how to take good-quality photos because newspapers will be more inclined to accept them. If you can offer a photo with a story, that might tip the scales in your favor. My ebook “How to Use Photos & Graphics in Your Publicity Campaign” shows you how.
—If you pitch a story to a newspaper, an editor might reply, “I like the idea. Do you think you can write it yourself?” Of course you can. Make it sound just like an article a reporter at that publication would write. (If you’re in my Mentor Program, I’ll show you how, and I’ll serve as your personal writing coach. I have two more openings in the program.)
—The physical newspaper is shrinking too. So don’t forget online versions of newspapers and magazines. Some of these have their own editors, and you need to know who they are. If an article about you is posted online, it usually lives there forever. But the shelf life of a print newspaper totals about 24 hours.
—Pitching succinctly and convincingly is more important than ever. Launch into a rambling pitch while talking to a reporter on the phone and you’ll likely hear a “click” on the other end.
Raleigh Pinskey, the master at turning long, boring pitches into tempting 10-second pitches, explained how to do it a during a telephone seminar I conducted with her called “How to Create the Perfect 30-Second Pitch.”
Joan, you are SO right about newspapers downsizing! When I go to visit my local newspaper office for an interview, more than half the time, the only person I see is the receptionist and the reporter doing my story. I’ve also found that reporters are pleased that I’m willing to come in and meet THEM, offer THEM photos or photo suggestions, and that I’m not in a hurry to have THEM write my story.
Maybe it helps that I treat my local reporters with respect. I learned the secrets to getting on their good side from your book “How to be a Kick-Butt Publicity Hound.” Still, print reporters feel so over-worked and under-appreciated that I believe this IS the time send them your best pitch.
Rodney, you’re such a Hound! Offering to go to their office goes a long way toward establishing the relationship.
And a little respect does, indeed, go a long way.
Remember, too, that you can’t assume that all reporters know a lot about what they cover. So sources like you who are willing to take the time to explain the lay of the land get a special place in their Rolodex.