This is the first in a series on effective communication for leaders and organizations.

“Why don’t you write about our organization?” is a common refrain I hear from many business leaders. Given my role at Business Publications Corp., this is a valid question. My response is that our media company wants to write about relevant, local business news, but many organizations don’t actually proactively share their stories with us, nor do they necessarily position their organization or story effectively. 

How can you best get the attention of the media and engage local publications to tell your story? I turned to award-winning Iowa journalist, writer and former professor Robert Leonard for his insights on how corporations and nonprofit organizations can effectively engage the media. Whether you’re looking for print, radio, TV or digital coverage, he suggests some best practices that can help.

Make your press release stand out. 

As any veteran corporate communications or public relations person knows, the press release is the most direct way to let the media know you have news. But press releases don’t always get picked up. I asked Leonard why media outlets do not always respond to or immediately share the news in press releases with their readers.

“Many reporters, editors and news directors receive hundreds of emails a day,” says Leonard. He points out your press release must stand out to grab the attention of the newsroom. He advises that the first thing to do is make sure your press release has a good subject line, something descriptive or snappy to make it pop. “Do not make your subject line: ‘Press Release,’” says Leonard, who says he has received countless submissions this way.

Have a good story to tell. 

Once the journalist has opened the press release, Leonard advises carefully crafting the first two or three sentences to engage the reporter and make them want to help you immediately, “You need to have a good story to tell – I call these ‘sticky’ stories,” says Leonard.

“Tell them who, what, where, when and why right away,” he says. “Always get the reporter to your ‘why’ – this is where emotion lies.” Leonard points out that all good stories, including press releases, need to tap into emotions to move people. A media organization has a limited number of stories they can tell in a given publication, so it wants to fill that space with relevant, interesting stories that engage its specific audience. Leonard reminds organizations that if their only “why” is to make money, that may be good for shareholders, but doesn’t necessarily make an important or interesting story for a publication’s readers. 

Provide as much information as you can. 

Because newsrooms are often busy and lean on staff, Leonard suggests providing as much information as possible when sending a press release. He advises: “Give them everything except the interview in that first email.” Leonard encourages organizations or communications staff to attach visually compelling photos or background information that might be useful. Photos are particularly helpful in catching the eye; he suggests if you have a charity event, for example, attach a picture of a recipient or donor from a prior year – a local action shot if possible. The reporter may not use that photo, but the visual element may grab their attention. 

“If you write, ‘Photos are available on request,’ you are wasting the reporter’s time,” Leonard says. “Include the photo — and FYI, PDFs are inconvenient. Don’t attach them.”

Build relationships with the media. 

Like everything, relationships can help you get your foot in the door – or help get your story told. “It begins with you reaching out, ideally with a phone call,” Leonard says. “Iowa is really a small town. Capitalize on it. Let the media learn how they can help your organization, and you, in return, can help them tell good stories.”  

Leonard also encourages leaders and communications professionals to follow up, as newsrooms are busy. “If a reporter or outlet does not respond to a good press release, follow up with a phone call, and find out why,” he says. “Ask them what kinds of stories they are interested in, and find a fit.”

Leonard advises that while it helps to have a personal relationship with local media, it’s not absolutely necessary. However, he maintains that you need to have a footprint in one of their communities to be relevant to their readers. 

Offer sights and sounds to make your story come alive. 

Help the media tell your story by providing the opportunity to make it more real, says Leonard.  He points out that reporters are all external to your organization. So they need help.

“Give them what they need,” says Leonard, who shares the example that in the architectural space of any existing business, all space can be partitioned into public versus private. “Whenever possible, invite us into private places where the work is getting done,” he says. “We want the sights and sounds of the manufacturing floor, the kids laughing where free lunches are being served, or the nurse helping a patient.” 

With interesting sights and sounds wrapping around a good story, you have the ideal situation for print, digital and broadcast news. If you let reporters know that type of experience is available, you’re helping craft a successful, relevant story.

Position your leaders as experts or sources.

Even if you don’t have breaking news, let your local media know you or leaders in your organization are open and available for interviews or to serve as a source for certain types of news or information. That way, when news does break, the media will have you on their short list.

“Engage and anticipate,” says Leonard. “If you are a health care organization, and a health awareness month is coming up, call and ask if the media would like an interview.” He shares the story about when he was with a radio station when Ukraine was invaded; a representative from a local manufacturing company called him and told him their company had Ukrainian staff, and would he like to interview them? “Her call was a gift,” he says. “Anticipate, and your calls can be gifts too.”

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Robert Leonard has nearly 20 years of experience in commercial radio news and has appeared on CNN, MSNBC, NBC, Iowa Public Radio, WNYC in New York City, and numerous other national and international network television and radio programs. His stories about politics, culture and other topics have been featured on Fox News, the New Yorker, the New York Times, Time, USA Today, the Iowa Capital Dispatch, the Des Moines Register, and the Kansas City Star, among others. He has a Ph.D. in anthropology. He is retiring from radio and launching a new company, called Better PR, as well as a free weekly newsletter, Better PR. He can be reached at rdwleonard@gmail.com.