Building a long-term relationship with reporters

Farmers Market Coalition, June 2012

Colleen NewvineNewvine Growing

Our agenda

How reporters work What reporters look for in a story idea What to include in a good press release What to include in your website’s media section How to pitch your story effectively How to prepare for an interview What to do if it doesn’t turn out how you hoped How to work with reporters in a bad news

situation Your questions

How reporters work

What you might picture The modern reality

What makes a good story

Journalists have two audiences – their editors and the general public. The story should be compelling to both.

Does the story have what journalists call a news hook? Explain what’s new or different.

Is it part of a larger trend? Provide data or background on that trend. Other sources are a big help, too.

Is the idea timely? You should have a reason why now is the perfect time to do this story.

Do you have photos or video? Visuals make a story more compelling.

What makes a good story

Probably not a story: Your market is open this Saturday 9 a.m. – 4 p.m. ... Just like every Saturday.

More likely a story: Your market is open this Saturday 9 a.m. – 4 p.m. ...

The first Saturday for your market. Your market is open this Saturday 9 a.m. – 4 p.m. ...

Three hours longer than previously. Your market is open this Saturday 9 a.m. – 4

p.m. ... There was a big storm this week and it was unclear if you’d be open.

What makes a good story

Probably not a story: Your market is marking its 15th anniversary this weekend.

More likely a story: Your market is marking its 15th anniversary. ... And

you’re having a big party to celebrate. Your market is marking its 15th anniversary this

weekend. ... And you have photos of the first market to show how it’s changed.

Your market is marking its 15th anniversary this weekend. ... And your founders are available to talk about why they established the market.

Anatomy of a good press release

o Contact information o Keep it short and

straightforwardo Provide backgroundo Make the reporter’s job

easyo FMC has this template available at

http://farmersmarketcoalition.org/membership/fm-week-press-release-template

The media section of your website

o Contact information o Archived press releaseso Photos with captionso Logo in color and B/Wo Video with descriptions

Farmers Market Federation of New York

Shreveport Farmers Market

Pitching your story

Find reporters via the news outlet’s website, a Google News search and social media

Email individual reporters with a personal pitch Explain what will make the reporter’s life

easier: you have a source who’s experienced giving interviews, broadcast-quality video, photos, etc.

Think about all your local media: weeklies, alternative publications, bloggers, student publications

Services can help you: for example, Vocus or Cision to find reporters, PRNewswire to send releases, HARO to pitch yourself as a source

Pitching your story

Pitching your story

Pitching your story

Preparing for an interview

When a reporter calls, ask when his or her deadline is and if you can call back in a few minutes

Ask for a little background on the story: what’s the story about, who else are you talking to, how can I help?

Prepare three crisp, clear ideas you would like to get across in the interview. Write them down.

Write a list of potential questions – including the scary ones – you think the reporter might ask. Try to use your three ideas to answer them.

Gather any background you might want: your list of vendors, your budget, your board members, etc.

Preparing for an interviewIN PERSON:o Minimize distractions –

turn off your phone, pick someplace where you won’t be interrupted

o You can still have your background material

o Everything is on the record, even before and after the notebook is out

FOR BROADCAST:o Watch for distracting

noises: tapping your pen, your email alert tone, rocking in your chair

o If you stumble on your words, you can start over if you aren’t live on air

o Choose solid colors for TV, and avoid noisy or reflective jewelry

When it’s bad news

No comment doesn’t help – it just means your side of the story might not get told

Just like any other time, ask what the reporter needs and if you can call back

Take a deep breath Call your lawyer, if necessary Prepare your three talking points and list of

possible questions Be clear, be human and don’t be

defensive

If it doesn’t go well

If you know even before the story runs that the interview didn’t go well, send a calm follow-up email emphasizing your three talking points

If you are unhappy with the story, first ask: did the reporter accurately report on the situation and what I said OR was I misquoted?

Politely ask for a correction if the story had factual errors. Clearly point out what was written versus what you said, and why the distinction is important.

Offer supporting material for future reference If the story was negative but accurate, thank the

reporter and reflect on what you’ll do next time

Final thoughtsDON’T:o Call immediately after

sending your press release

o Send unsolicited attachments

o Scattershot your release to the whole newsroom

o Pitch yourself for a story that just ran

o Ask to read the story in advance

DO:o Learn the names of

reporters who cover food, markets, etc.

o Be responsive, even on bad news stories

o Pay attention to timing, including planning ahead and deadlines

o Offer other sources if you can’t help

o Say thank you

Newvine GrowingMarketing strategy and tactics for farmers, farmers markets and farm-to-table restaurantshttp://newvinegrowing.comcolleen@newvinegrowing.com