Page 76 AUGUST 2018 | RETAILERS FORUM MAGAZINE
Angles & Integrity Sell Stories
Even the strongest personal relationship with a
columnist or reporter can't override an ill-conceived
idea. Fresh angles and exclusives are
what editors look for - even when they do
know you by name. Don't wear out your welcome by pitching borderline
As a former newspaper reporter,
Evans says that it's easy to sense
when someone is throwing out
an idea that he or she doesn't
necessarily believe in just to try
to get an organization's name in
print. "Sincerity is important,"
he says. "Provide a commodity
that a reporter needs."
When he worked on the other side of the editor's
desk, Evans says that those who were able
to break through to him were those who called
in ideas first and followed up with a personal
letter. "Reporters receive hundreds of news releases
a day, and they become worthless after
awhile," he says. "I'd rather
get a phone call with a
great idea, followed up
with a handwritten note or
personally drafted letter."
One warning: Know your reporters' and editors'
deadlines. Don't call up late in the afternoon
when a morning newspaper is jamming
to close an issue. And forget trying to get
through to TV news at 4:00pm when they're
going crazy preparing for the 5:00pm newscast.
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