Public Affairs Training

When a DPA “pitches” a story, he or she is providing information that will interest a reporter enough to write or produce a news story about the Church. To successfully place a news item, DPAs have to do their homework, know their audience, continually foster relationships, and make a compelling pitch.

Do Your Homework

Constantly search for ideas about Church-related stories that will have news value to your local media.

Regularly check the Church’s Newsroom Web site for stories that can be localized for your area. For example, if you notice a national story on emergency preparedness, you could find an articulate member in your area who frequently uses food storage. However, be aware that some statements posted on Newsroom are not intended to be localized or used outside of Church headquarters.
The media likes anniversaries and human interest stories. Is your meetinghouse 10 or 25 years old? Is there a stake or ward member with a unique story or talent?
Personalizing stories makes them easy to relate to. For example, the Church contributes millions of service hours and dollars in its welfare and humanitarian efforts. The numbers are impressive, but more important is how those dollars were used, and why, and the response of those who receive the assistance.
What is “business as usual” to you might be new to a reporter. For instance, don’t discount the importance of leadership changes in your area. A new stake president or mission president often generates feature stories, as do young men called on missions. Groundbreaking events, open houses, and dedications are also great opportunities to approach the media.
Learn to recognize timely topics and seasonal opportunities. Are special Christmas or Easter programs being presented in your stake? Is the Relief Society holding an enrichment meeting on helping children prepare for a new school year?
Enhance your story visually. Include high-resolution photos when possible or provide photographers with opportunities to visually tell your story. Many high-resolution stock photos are available on the Church Newsroom and in the Resources section of the Church’s Serving in the Church/Public Affairs Web site.

Know Your Audience

No matter how great your news release is, it may not appeal to all segments of the media. Before you pitch any media outlet, study it. Read the publication. Watch the newscast. This will help you determine which media covers similar stories and would be more likely to be interested in your news release.

It’s All about Relationships

Look through your database and see if you already have established relationships with reporters who might be interested in your story. Strong relationships with reporters mean they will listen to you when you have an important story to tell (see Building Relationships). If a reporter isn’t interested in a particular story, he can often refer you to a reporter who is.

The Pitch

Making your first pitch can be intimidating. Remember, journalists have a job to do and they often need your help to do it. You are a great resource.

When contacting a reporter, introduce yourself and ask if he is on a deadline. If so, find out the best time to call back. Journalists are busy people and often have time constraints. They will appreciate your understanding.
If the reporter is available to talk, make your pitch in the first 30 seconds. This is often called an “elevator speech.” In other words, if a journalist were on an elevator with you, what would you say to pitch your story in the time it takes the elevator to reach the top floor? The idea is to have a prepared presentation that grabs attention and says a lot in a few words. Be prepared to turn your elevator story into an e-mailed pitch with your attached news release if this is the best way to contact the reporter.
Know your story inside and out. If a reporter expresses interest in a story, you may have only one chance to answer important questions.
Follow up. Send the story well in advance of the event to give time for you to connect with the reporter. If a journalist tells you to call back at another time, make sure you do. Be persistent. Leave a message if you are unable to reach the reporter the first time, but don’t leave multiple messages. E-mail is often the most efficient way of communicating.
Follow through. Once a reporter has decided to cover your story, keep up your end of the bargain. Provide timely information, meet deadlines, and work with the reporter as a valuable resource. Document all contact with the journalist in your database, including a copy of the final story. Be sure to contact the reporter after the story is finished to give positive feedback.

It’s always important to take time after a story is completed to evaluate what worked, what didn’t, and how to improve in the future. Ask yourself these questions: What seemed to interest journalists the most? Was your interviewee properly prepared? How many key messages showed up in the final story?

Media Relations | Preparing a News Release | Determining the Message | Understanding the Media | Building Relationships