Selling a story

Journalists are bombarded with many potential stories each day so often it is not enough to simply email or send your press release and then hope that the story appears. ‘Selling a story’ is a phrase often used by public relations practitioners to describe the process of approaching a journalist with information that they may be interested in using for a news story or feature article. Below are some useful tips on how to sell your story effectively.

Know who to contact – Making time for getting to know your media will help ensure that you know who to contact with which story. When in doubt start with the newsdesk, unless you are promoting a forthcoming event to TV in which case you might be better off speaking to one of the ‘forward planners’.

Be prepared – Before you make your first phone call, check that you have all of the relevant information to hand – especially a copy of the press release. It is also worth jotting down the key points on a separate piece of paper and a single sentence summing up the story. 

Anticipate questions that the journalist might ask – when is the event happening, will it be a good photo opportunity, how many people are taking part, when will the relevant spokesperson be available for interview, are there statistics or student success stories to support the story etc. Make sure you are ready with answers - it may even be worth running over the key points with a colleague before you call.

What media? TV journalists think in pictures, so remember to tell them what they will be able to film if they cover your event. Similarly, when talking to radio stations think in terms of who they will be able to speak to on the day.

Timing – Choose your time to call. Daily newspapers usually have editorial meetings around 10.30am to decide on the content for the next day so either call early or the afternoon before.

Date and time. Don't call a local or regional radio station 10 minutes before or after the hour as they will be preparing or reading a news bulletin. Check the ‘press day’ (the day the paper goes to print) of weekly newspapers or periodicals and ensure they have the information as far in advance as possible.

Be polite. When you make the call, always ask the journalist if it is a convenient time to talk. They may be on a deadline and will be extremely unreceptive to being interrupted.

Be patient. Once you’ve given the basic details, allow the journalist time to digest the initial information and ask questions. They may establish early on that they are not interested in the story or are not the right person to cover it.

Log everything – develop a system to log any contact with journalists.  Not only will this form an essential part of the monitoring and evaluation process, it will also allow you to keep a record of who you have spoken to, about what story, and on what date, helping you to target future ‘sell-ins’.

Top tips

· Make sure you have read the publication or listened to/watched the programme you are targeting.

· Always check deadlines before calling – when do they go to press?

· The first time you call, ask whether it is a good time, or whether it would be better to call back later.

· Ask how they prefer to receive information – by phone, email or fax.

· Ask what kind of stories they are interested in – and make a note.

· Make sure you get their direct phone number if they have one, and any other relevant details.

· Keep a note of your contact with journalists – when it was and what was discussed.

· When you call again, remind the journalist what you discussed before, to help build the relationship.

· Invite the journalist to your events – they are more likely to remember you once you’ve met face to face.

· Don’t take it personally – not every story you sell in will be successful.