Journalists tell us: how to get the media's attention

Want to get media coverage for your cause or organisation, but don't know how to approach journalists? Should you call them directly or put out a press release first? And when is the famous "right moment" to approach the media?

We asked three experienced journalists working in different media and in different positions. They told us what is a good - and what is a bad - way to contact a journalist. And, of course, a good approach always requires a good story idea. Read below to find out what kind of story ideas journalists like, and what else they should include in addition to the idea itself.

How do you get the journalist's attention?

Aleksanteri Pikkarainen, domestic journalist, Iltalehti:
(Previously news and digital editor at Oulu and Koillissanomi)

News. A personal approach, clearly addressed to me, also attracts my interest better.

JaanaKangas, news journalist, Ylen Aamu:
(Previously editor-in-chief of Jylkkär and news journalist in Helsingin Sanomat, Savon Sanomat, Kaleva, Lapin Kansa, etc.)

The best way is to offer news exclusively. It makes the journalist feel special, and in this business it is important to be the first to report.

If it's not a news item but another topical issue, it's also worth offering it to only one media outlet at a time. Because nothing feels as "great" as receiving an e-mail ending with the words "I hope Hesari will take up this topic."

Suvi-TuuliaPalvaila, News Producer, Länsi-Savo:
(Previously worked as a journalist for Iltalnewde, Keskisuomalaise and Sunnuntaisuomalaise)

The easiest way to do this is with a well thought-out, relevant and well-targeted e-mail message. A good header is also important to make the contact stand out from the 300-400 other emails that come in during the same day.

How would you like a tipster to contact you?

Pikkarainen:

By e-mail. I can then choose when I will have access to the proposal. Calls can come at a bad time and can easily go unnoticed. And often the caller seems to love their story idea so much that it's always explained through the grapevine. I read close to a hundred emails a day, so it's easy for a good topic to get lost in there too. But then there's always something black and white that you can come back to in a better time.

You can also come to me face to face with tips and I'm always grateful to receive them. Often these situations happen outside of normal working hours, but that doesn't bother me. Part of this profession is always being ready to observe the world around you for news and stories.

Kangas:

By phone. It's easier to go through the subject straight away, and ask follow-up questions if necessary. Besides, I always find it more comfortable to talk by phone than to have a heavy and often time-consuming e-mail exchange. That's why I also prefer to receive WhatsApp messages, for example, rather than emails.

The editorial team receives so many emails that I think it's an inefficient communication channel for story proposals. Reading dozens of messages is a burden for the editor, and even a good contact from the sender's point of view can get lost in the plethora. The good and bad thing about email is how easy it is to say "no thanks."

Palvaila:

Email. The job of a news producer is often so busy that you simply don't always have time to answer the phone. And there are so many balls in the air at any one time that it's easy to miss a hasty call. A good way is to send an email first and then call back after about two hours.

When is the best time to contact a journalist?

Pikkarainen:

In the morning, because that's when the agendas for the working day are still open. News days are so varied that it is impossible to recommend a specific day of the week. The weekend is perhaps bad in that if I happen to be free, I usually have a couple of hundred messages waiting in my inbox on Monday morning.

Kangas:

In the morning, before the 10 o'clock planning meeting. A good story tip received then can even make it to the next morning's broadcast. Monday mornings are usually a bit of a start-up time in the news world, so that's when good current affairs stories are needed for Tuesday morning. On Fridays, the need is for topics that will last through the weekend for Monday's broadcast.

Palvaila:

Early week, 10am-2pm. This is usually the quietest time for news producers, when ideas and new topics are still being sought for the week's papers. The worst time is again Friday afternoon, unless, as the old joke goes, you want to report bad news.

Does it matter who contacts you?

Pikkarainen:

A familiar person is always a bit easier than a stranger, but I am equally critical of both of their proposals. And of course a tipster can also be familiar in a negative sense. If the same tipster makes several bad story suggestions in a row, it's more likely that those calls will go unanswered in the future.

I usually take a positive view of tips from communications professionals, because more often than not, the communications manager understands the journalist's needs better than the CEO. Good and active PR people can be really valuable contacts for a journalist, for example when monitoring the progress of projects or productions.

Kangas:

In news work, you always want to be fair, but of course personal relationships influence the approach. In principle, it is always easier to talk to someone you know, and someone who has too often pushed bad topics can easily get a bad reputation in the newsroom. And the more commercial the operator, the more critical I am of the person I contact.

Palvaila:

Not terribly. All tips are listened to, and the steak itself is always the issue, not the contact person. It's OK to contact communications people, but it would be a good idea to offer an organisation's subject-matter expert as an interviewee. We rarely want to interview the head of communications himself.

What is a good story tip?

Pikkarainen:

Instead of a broadsheet, it is addressed directly to me, so I will certainly read it more carefully. The idea is presented concisely, it tells you who to contact for more information and includes ready access to a photo and video bank if needed.

Kangas:

A newsworthy or otherwise broadly interesting topic, offered in person. The idea is clearly formulated and adequately supported. There are ready-made suggestions for interviewees, preferably from outside the source, not just from the person who is making the tip.

Current statistics, surveys and studies are also always more interesting: even if the scientific representativeness is not always so good, they give the topic more credibility than mere conjecture.

Palvaila:

When approaching media that focus on local news, a good story idea always has a clear local angle. To speed up the story process, suggestions for interviewees and their contact details are also included.

In addition to experts and managers, it is also a good idea to suggest "ordinary people", such as local customers or employees of the company, for interviews, where possible. This will give our core readers an easier grip on the story. And it is usually these ordinary people who are the most challenging to find.

And what is a bad story tip?

Pikkarainen:

The kind that smells like an advertisement a mile away. Or the idea has been presented in far too long and confusing a way. The real news does carry the day as a summary of just a few sentences, without too much gobbledygook.

Fabric:

A confusing and poorly worded mass email with no thought for any recipient. For example, Yle's Morning Time is 6.30-9.30, so what are we doing with a topic that has an embargo at 13.00?

An overly obtuse story idea can easily become annoying, as can constant follow-up queries. I understand that a response to story ideas is desired, and it would be polite of the editors to respond. But if there is no response, it usually indicates that the subject is not being addressed this time.

Palvaila:

A story idea that is too long and ambiguously formulated, with all possible material stuffed in. In general, the more concise the presentation, the better the story idea. You can always offer your own approaches, but it is important to understand and respect the editor's discretion to make your own decisions.

Even a good story idea can be poorly focused. For example, even though our magazine's name is Savo, we are not interested in story ideas presented on the edge of Kuopio, because they do not concern our coverage area.

What do you think about the information sessions?

Pikkarainen:

They are quite a two-way street. In today's world, even a journalist's time is so expensive that it is no longer easy to go to press briefings. However, if the issue is really important or the person involved is interesting, there is a place for briefings. Because asking questions face to face is always a better option.

Now, with the introduction of the corona, information meetings have been held as online conference calls and I think they have worked well. So I don't know if there is the same need for physical briefings in today's world. And then there are these completely unnecessary briefings, such as the unveiling of the new logo, which was once marketed as the 'big reveal' of the future of Blue. With such information events, the organisers are only shooting themselves in the foot.

Kangas:

In my view, they are the last straw. First you listen to someone speak, and then everyone gets the same answers to the same questions. If your issue is not huge in scale, then don't organise a press conference about it. Rather, offer the opportunity for a more in-depth interview. They are liked by the editors, and they also guarantee more visibility.

Palvaila:

There is a need for them in mass media. And apart from that, I think press conferences are important events because they bring together spokespeople, experts and journalists. But if you want a big presence in one of the media, it's better to offer an exclusive story.

Need more tips? At Korner, media relations are handled by former journalists and experienced PR professionals. Read more about our media relations services.