Everything. As a public relations professional who talks to journalists everyday, it’s quite evident that most media have more on their plate and less time to do it. Because of that, journalists are becoming increasingly selective about the stories they consider newsworthy.
Now it’s our job to find that something extra, that twist, that makes a story or client initiative stand out and catch a reporter’s interest. For a few tips on how to give your story that sparkle that will catch a journalist’s eye, check out Ragan’s “5 Ways to Reframe a Non-News Event to Attract Reporters.”
I’ve found, in my experience, that when using one or all of these tactics your pitches are less likely to fall on deaf ears. So broaden your horizons, look at the big picture and get creative.