Trying to sell a story to the media? Answer these questions

By Jack Burke

If you think your business has a great story to tell, one that would make every media outlet knock down your door to get to, ask yourself a couple of key questions:

1. Is it really that unique? You may think X is the greatest thing to ever happen, but maybe X is happening everyday to someone else.

2. What’s in it for the media? Just like most other businesses, media outlets have cut back and slimmed down. They need to make hard decisions on how to use their resources. Covering your event or story might not be a priority.

3. Is this just about you? Media outlets need to tell stories that affect or enlighten their overall audience. Can your story help them do that?

4. Why do you want coverage? Your ego isn’t a good answer. Neither is “building business.” Media outlets do something else besides cover events and do stories. They sell ads.