If you’re trying to pitch the Charlotte Observer with your business story, first watch this short interview with business editor Patrick Scott.
It’s courtesy of videographer John Easton, who will be providing videos of other Charlotte-area journalists, complete with their own tips, at a website called Broadcast Charlotte. (What a great way for John, a citizen journalist, to call attention to his own company, Eastonsweb Multimedia!)
The business editor offered a piece of advice that every business owner or PR person should follow, regardless of which media they are pitching. Put the story about your business, or your client’s business, into context, by explaining how it’s part of a larger story or issue.
For example, let’s say you opened a scrapbooking shop, and you wanted to call attention to the grand opening. The media don’t care about grand openings. But they would care about the opening of a local business that’s part of a $4.25 billion (and growing) industry. If the owner included in her pitch the fact that there are about 32 million scrapbookers in the U.S., that would make the story more enticing because a journalist would see it not only as a grand opening, but as “the local angle” to a national story.
Hint: Use the phrase “the local angle” when you pitch. (See “How to Use Business Journals to Tell Your Story.”)
If you’re a Charlotte-area business, bookmark John’s site, and don’t forget to let him know about your own local news. The site is an online video channel devoted to educational content for small businesses and event coverage of the kind of grassroots business news that many major media don’t want to bother covering. Event coverage includes local grand openings, seminars, new product announcements and related content.
If you’re a busines owner in any city who’s finding it difficult to come up with story ideas to pitch, download a free sample chapter of my ebook “How to be a Kick-butt Publicity Hound.” You’ll get lots of ideas for both print and broadcast media.