In the United States, there are about six public relations (PR) professionals for every journalist. It may seem counterintuitive, but the high ratio of PR people to journalists can actually make it more difficult for journalists to find quotable expert sources for their stories.
As PR professionals, we wanted to share some guidance on how to be a good resource for a journalist. There are a lot of great stories out there that deserve their time in the light, let’s make sure they get their chance.
The Journalists’ Problems Are Your Problems
Unfortunately, journalists often have to wade through a whole lot of noise to find the right person to talk to. Some of those surveyed in Muck Rack’s State of Journalism 2023 report said their email is jammed with more than 255 PR pitches a week.
However, that same survey also found that reporters are becoming more receptive to pitches, perhaps because staff reductions mean fewer people producing more stories in high-pressure, 24/7 news cycles.
Together, You Have an Opportunity
In this media landscape, being a good resource is more critical than ever. With so much information (and misinformation) available, journalists are looking for experts who can provide accurate and timely insights.
Sure, it is transactional – you want to promote yourself, your company, product, or organization. Journalists understand this. Ultimately, any interview or written commentary should be mutually beneficial. If you can provide a reporter with timely insights and examples that help them inform their audience, everyone wins.
So how do you cut through the noise and get to that symbiotic outcome? Here are six tips to help you become a great media resource:
- Carve out your niche. What are you an expert in? What topics do you know inside and out? When you read an article covering your areas of expertise, and think there is more to say, let your PR person know and come up with details and examples they can use when reaching out to journalists.
- Be responsive. Journalists are often on tight deadlines, so it’s essential to be available and respond to inquiries quickly.
- Be prepared. Make sure you have read, listened to, and watched their recent stories so you have a sense of what they are looking for. Have specific examples and statistics ready to share.
- Be articulate and interesting. When you’re speaking to a journalist, it’s important to be clear and quotable. This means using simple language that anyone can understand and perhaps sharing specific stories that illustrate points. Bring energy to the conversation.
- Be helpful. The goal of a media interview is to provide the journalist with information that they can use in their story. So, be helpful and answer their questions as thoroughly as possible. If you don’t have the answer or are unsure of a fact, it’s ok to say you will get back to them with that information. Just make sure you follow through.
- Be Social. Journalists use social media to research resources, so make sure yours is up to date and use it to proactively showcase your expertise. Post commentary, note achievements – either your own or your organization’s — and make sure your LinkedIn profile is polished and complete. Short-form videos can also be compelling. Consider a 60-second Q&A or semi-scripted discussion.
PR professionals, journalists, and experts like you all want the same thing—a published, interesting story filled with relevant detail that will entrance and engage key audiences.
If you are looking to position yourself as a media resource or want to get trained on being an outstanding resource, Longview Strategies can help. Let’s talk!
