Teaming Up Live Recap: Pitch and then help national reporters pitch the story
The Hodges Partnership team is grateful to lead national media relations programs for a variety of clients. Our work is often complex and time-consuming, as we work to think about the best positioning and appropriate outlets to share stories. But the work can lead to big payoffs: Those national stories and headlines lead to greater credibility and a big boost to brand awareness.
This month we invited two national journalists with connections to NPR and ABC News to our new office for an insider’s view on their work to help inform how public relations professionals can engage national outlets.
Senior Vice President Sean Ryan interviewed Jason Fuller, a producer with NPR’s All Things Considered, and Adisa Hargett-Robinson, a former associate booking producer with ABC News. The Hodges team recorded the conversation as part of our Teaming Up podcast series and invited the local communications community in to listen and ask questions.
The full conversation is out now on the Teaming Up podcast. For a preview, here are four takeaways from the event.
Help them pitch.
“Everyone is pitching. Everyone is booking,” said Fuller in describing how his NPR team approaches selecting stories and interviewees for segments. “Everyone is trying to find a new, nuanced way for a conversation”
The All Things Considered team has a pitch meeting every day where reporters and producers discuss how they’ll tackle the day’s news and offer story ideas. Fuller often has about 45 seconds to share his ideas.
PR professionals should think about – and ask – what a reporter or producer might need to effectively pitch a story within their outlet. Highlight what makes the story compelling for a national audience, the specific outlet and how it fits into the current cultural moment.
Media relations pros should also consider the “legs” of a story pitch. Consider different spokespersons, various angles and the different mediums to unpack the story. For example, while Fuller contemplates whether a story will work for the All Things Considered broadcast, he’s also considering opportunities for NPR’s digital platforms.
Brevity wins.
Journalists are getting hundreds of pitches a day. Find opportunities to stand out by keeping pitches brief and compelling.
“Tight. Punchy. Bold the things that are most appetizing,” Fuller advised.
Well organized emails will help reporters zone in on a story’s potential and give them opportunities to pull out important elements as they pitch the story internally.
For national opportunities, both Fuller and Hargett-Robinson highlighted how helpful it can be to see local coverage to assess spokespersons and understand the newsworthiness of a story.
Relationships matter.
“The conversations that you have with people, even if it doesn’t work for that particular pitch, a lot of times the relationship and being able to connect can lead to a story down the line,” said Hargett-Robinson.
She mentioned how she keeps a well-organized inbox with various folders of contacts she can go back for stories and angles. She often goes back to pitches or stories months later when a timely opportunity makes them relevant.
Both Hargette-Robinson and Fuller mentioned how pre-interviews – opportunities to hop on a phone or virtual meeting with a subject to learn more about a story or spokesperson – can be invaluable for both informing their internal pitch conversations and to get a better idea of how a contact can be helpful for future stories. Use these pre-interviews to your advantage.
Know the show.
“It has to work for the audience,” said Hargett-Robinson.
“Be a consumer of the show,” added Fuller.
The producers mentioned how helpful and compelling it is when contacts reference various segments and have a familiarity with shows.
Most news outlets and networks have multiple shows with different styles and formats. The panelists stressed having an understanding of the show’s focus areas to stand out.
Sign up for Hodges’ Press Box for the latest agency news, along with information for future events at Hodges’ office, as well as links to recent Teaming Up episodes. You can also subscribe to the podcast to be alerted when new episodes drop.
Cameron McPherson
Cameron builds strategic communication campaigns that increase awareness and build public support. His familiarity with Virginia’s local markets helps clients navigate and understand complex and emerging issues. He frequently assists new companies, restaurants and other organizations launch in the Richmond market through public relations tactics.
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