Throwing out a pitch and hoping it lands is tough for any PR pro wanting to get a client in the media. It’s always helpful to know what journalists are looking for when it comes to story ideas, so what about when it comes to the public media realm? At the most recent Publicity Club of Chicago event, media figures from Chicago’s top public media outlets were on hand to discuss some of the best ways to get a story on their radar.
To understand the best ways to pitch, however, the panelists explained the ways in which public media differs from privately owned, commercial news outlets. Aurora Aguilar, project editor of WBEZ-FM’s Front & Center, said it’s important to remember her station isn’t about the most sensational news.
“It’s this idea of shedding ‘light’ [on a topic], not ‘fire’,” she said. “We’re not always going to want the most salacious, or the most controversial or the most attention-grabbing story. We have a certain sensibility and aesthetic that, unless you’re listening and you’re an active participant, it might be hard for you to pitch to us.”
Instead of breaking news or contentious stories, public news organizations have the luxury, but also the challenge of creating more in-depth stories, said WBEZ reporter Michael Puente.
“I think people expect a little bit more from us,” he said. “More than just the headlines, more than just the salacious material. Really getting down to the root of it.”
Puente gave the example that with the high number of shootings in Chicago, public media doesn’t have to report every single shooting, but will do a more all-encompassing piece.
“You do have to talk about it,” he said. “But with a little bit more analysis, instead of just the headlines and numbers.”
With public media tending to create more in-depth news, it also means the amount of airtime or page-space a story can take up is much longer than commercial media. PR pros need to understand that difference when pitching guests to interview, said Beni Enas, line producer of WTTW-TV’s Chicago Tonight.
“I think what makes us unique is the length of time,” she said. “Our average guest segment is about eight to 10 minutes, which is a lot of time in the television world. So we’re looking to expand stories. When you’re pitching stories, think about if it can sustain that amount of time.”
The panelists agreed that PR professionals need to keep up with the ways in which media as a whole is evolving, and pitch accordingly. Public media is no longer just radio or just television anymore, Puente said. The lines are blurring and PR pros are expected to keep up.
“We’re always thinking about how we’re going to illustrate the story audibly,” Puente said. “At our station, there are so many ways to tell that story now. We have one minute news spots, we have three or four minute feature stories, and we have stories that are web-only where we also take pictures and videos. So your pitch could actually turn into something that may go on the air or it may just be on the web, or on a podcast. You’ve got to know, when you’re pitching, what exactly you’re looking for.
“The internet has turned media into the great equalizer now,” he said. “We’re not really working for a radio station, we’re working for the web.”
The topic each of the panelists kept coming back to, however, was the importance of knowing the format and focus of the outlet. Eddie Arruza, correspondent and segment host at Chicago Tonight, said a PR pro needs to make sure the client or product being pitched would fit in with the program.
“I think the term ‘mutually beneficial’ is key here,” he said. “We want your stories, we need your stories. We like to hear your pitches. I think the key thing is, how does it fit into our format and our show? Those are the stories we like to focus on, when they can really target the Chicago area.”
Chicago public media outlets want Chicago-centric, community-focused stories first and foremost, Puente said.
“WBEZ prides itself on producing local material, and I think that’s what you’re starting to see—more shows, more expanded shows,” he said. “One thing you’re going to get from WBEZ, and not a network like NPR, is locally produced news and information shows.”
Other tips the panel offered PR pros included: following up no more than twice; building relationships before pitching; finding out the show’s daily editorial schedule; allowing the outlet to get the images and video; and making sure guests are easily available. The panelists also said Twitter is an acceptable way to pitch a story, but sending a fax—that’s right, a fax—should be reconsidered.
“We do get faxes,” Arruza said. “They come through and then fall right into a recycling bin below.”
Contact Information
Aurora Aguilar, project editor
@aurorabr13
WBEZ Front & Center
Eddie Arruza, correspondent & segment host
WTTW Chicago Tonight
Beni Enas, line producer
WTTW Chicago Tonight
Michael Puente, reporter
@MikePuenteNews
WBEZ Northwest Indiana Bureau
