Episode 11
Reporters Want Compelling Leads – How to Give it to Them with Melissa Taboada
Welcome Melissa Taboada, award-winning journalist, to Saturday Soundbites! Melissa has had a long and successful career as a newspaper reporter and editor for The Austin American-Statesman and several other publications. In this episode, she shares insights into what media looks for in a pitch and how to garner media coverage for your events, programs and services.
We will also chat about trends in traditional and digital media and how businesses can tap into local and national media coverage to grow their reach. Reporters can be a great asset to your business when you can share your story and share what makes it stand out from the rest. Reporters want to cover events and give their own take on the story, and Melissa gives tips on how to ensure your event is covered by media. She also reminds us that media works in the here and now.
Time is always of the essence and when relationships are built with sources, reporters are more likely to take your call. Public relations is a two-way street and reporters value relationships when the tips are compelling, appealing, reliably, timely and exclusive.
Transcript
[00:00:00] Veronica: Hello? Hello, this is Veronica Sofer and we are here Saturday soundbites. We talk all things, visibility, strategy, public relations, marketing, advertising, branding, personal branding, all those things that we like to talk about within our group at magnifying your message with media, we're bringing to you to the podcast.
[00:00:21] So I have got an awesome guest for you today, but before we do that, Take care of some business here. If you are listening on the podcast, make sure that you hit subscribe. We want to make sure you get notified every time we've got a new episode that drops. And if you're watching on Facebook, make sure that you let us know you're watching.
[00:00:39] You can put comments in there and our, my guests and I will be sure to address those, let us know where you're listening from. And if you're watching on the replay hashtag replay, so we know we can get back to you and welcome you and answer any questions you might have there. So we're going to go ahead and get started today.
[00:00:56] You know, we've talked a lot about how to pitch stories. We've talked a lot about how to utilize the media, to get your message out there, especially if you are in the corporate space, brick and mortar space and on the online space, but I've got a guest for you. That's going to really give you some insight into how the industry works and she's a phenomenal report.
[00:01:15] And journalist her years of experience are truly, truly amazing. And she's an award winning journalist as well. So without further ado, let's bring Melissa to Bata up on the phone, on the phone, on the screen. She is going to join us on stage and here we go. Hi. So glad to have you here, you are just truly, truly the interview that I was excited for the most, because I think our listeners and our viewers are going to get a lot of insight into what happens on the other side of the screen.
[00:01:48] So why don't you introduce yourself? Tell us about who you are and let's go ahead and get stuff. Great. Well,
[00:01:54] Melissa: thank you so much for having me. I'm really happy to be here. Uh, so I guess I got started honestly, in high school, so I was probably 14 and I took the basic journalism class newspaper one, and I was addicted to it at that point.
[00:02:14] And so I studied journalism in college. And, um, started doing freelance work at that point and just really, um, took off from there did internships. And then I started working in newspapers, dabbled a little bit in, um, TV and radio. Um, but I just felt like newspapers for me at that time was where it was at.
[00:02:39] And so I, um, started at the statesman, um, Gosh in 1999. And so I was there for like 21 and a half years and just left there in December and I'm back freelancing again, until I find something that I think is worth sticking around.
[00:03:00] Veronica: That's awesome. So straight newspaper reporting. That's what you were doing.
[00:03:05] Yep.
[00:03:05] Melissa: That's pretty much what we're doing. You know, what I've been doing, although it really evolved over time. Um, certainly like every newspaper in the country now is digital and we've all had to move along, um, you know, to that format. And I remember probably in like 2000, 2001 launching our website and that just seems.
[00:03:29] Yesterday, but we're like, do we really have to post online? Um, but everything has, you know, evolved to that, to where there's definitely more content that goes up on, you know, the digital format and not necessarily. Uh, running in print. Yeah.
[00:03:47] Veronica: And would you say, you know, we have a lot of entrepreneurs who are in the digital space that listen to our podcast and watch our show.
[00:03:55] Do you feel like there is more emphasis in the digital production or is there still more emphasis on the traditional print production of newspapers?
[00:04:04] Melissa: Um, definitely more digital. Uh, everything's been moving in that direction for some years. Um, and of course, you know, people still take the print product.
[00:04:14] Um, I still get a Sunday hard copy paper, um, that I read, um, you know, covered, cover that feel of the paper, but, uh, primarily, you know, it's, um, maybe older generations or people who just want to have it as a souvenir or, you know, Get tired of reading things on the screen, but because news is such a here and now, you know, you want to be updated every second.
[00:04:44] Um, like the winter storms that have been happening in Texas, it's like, you want minute by minute updates. So in those cases, um, you definitely, um, You definitely want, um, that digital format to where folks are just getting the news as it goes. It puts a lot of pressure on reporters because you're just having to update as you go as quickly as you can go.
[00:05:10] Um, but it's really just because the demand is there that people want it now. And they're not going to wait until tomorrow to get that news.
[00:05:18] Veronica: Yeah, absolutely. And we've, we've seen that happening happening over the years and it's gotten faster and faster. And what would you say to someone who is interested in tapping into the media and tapping into this very quickly?
[00:05:34] Rapid ever-changing new cycle. How do we, uh, share who we are, what we're doing, maybe our product or our business, or maybe our services. How do we work with someone like you, who is operating at such a fast
[00:05:49] Melissa: speed? I think it's tricky and I think it's harder because you know, we're flooded all the time with these emails and pitches and, and so, um, Basically like the message, um, you know, and I guess, okay, let me back up.
[00:06:04] I think the first thing is having a relationship, building a relationship with reporters, um, with editors about who you are and you know, what it is that you do, how it's a public service, um, why your message is important and critical to other people, why it is, um, interesting to me. Broad audience and not just a singular audience.
[00:06:31] Um, and so building that relationship I think is key, uh, because it's much easier, you know, for a source to give me a call and say like, Hey, I've got a story for you. And this is somebody that I've known and trusted over the years versus, um, uh, like a cold call, just a, you know, a cold pitch where it's like, You get these automated emails and a lot of times those things, they need to put your name in it.
[00:06:58] And then they put, put in the wrong name, put name here. I can't tell you how many emails that I get from PR agencies. Um, but, um, you know, just having. Like a concise, like, we don't have a lot of time to just read all of these things or open this link. So I always tell people like put it in the body of the email because I don't have time to open up this separate PDF or the separate, you know, doc.
[00:07:25] And so tell me what it is as concisely as possible. And subject lines are really important too, because if I'm, and I've missed it. Important things. I have to go back and check the email because the, the subject line was so bland that I didn't realize that it was new.
[00:07:44] Veronica: Wow. Yeah. And you know, that's a really good point for those of people who are wanting to do this on their own.
[00:07:51] You know, there are resources out there for you, but you've got to know what the tips are. The number one tip is to have a good hook and start from the very beginning with a great subject line. And if you've hired an agency or you've hired someone like me to help you. Make sure they're doing the same thing, because if we're here, we've got an expert here telling us that they get PR agencies that make those kinds of mistakes.
[00:08:12] You need to know who you're working with. So I love that you said that. Um, and, and how do reporters, what makes a good story for a reporter, whether it's breaking news or something in the, in the science area, something in the commerce, maybe something in, in technology or oil and gas, regardless of the industry.
[00:08:31] What makes a good story?
[00:08:34] Melissa: Uh, something that's compelling and is broad enough to have appeal to a bunch of people. So if it's something that, you know, there's only a handful of people that might be interested or only a specific. Um, group or, you know, industry that doesn't really work. So you have to be able to broaden it to where the average Joe is interested in reading this.
[00:09:00] And how does this affect me as a person? How does this affect, um, you know, the general population or my neighbors? Um, and so I w like I did school news for, for many, many years. Probably 15 years and I always got these press releases about, you know, how. Um, these kids, they did these really great things and it's like this really small school district and they won this award and it's like, well, that's great, but so did thousands of other kids across the country.
[00:09:36] And so it's not really unique. And so the more, more unique the story is compelling, it is, um, the more interest, um, a journalist and the public are going to have in that store.
[00:09:50] Veronica: And I think that that's difficult for someone who doesn't work with a reporter or doesn't work with mass media, you know, on social media, we can just put in Facebook, oh my, you know, my kid did this or my client did that.
[00:10:05] Or, you know, Bragging on yourself and your services. And that may work for social media, but it doesn't work for mass media. And one of the things I tell people is mass media is designed to really share and legitimize who you are in your space. Uh, w education or whatever, it may be technology, but it's got to have a unique feature.
[00:10:29] It's got to have something that stands out. So what kind of tips do you offer to, um, people when you, when you're trying to, when you go talk to a panel, I've seen you speak on a panel before. With PR folks and, and you've always got some great tips, a lot of do's and don'ts, I love the first one, you know, make sure you've got a good subject line.
[00:10:48] Make sure you address the email to me and not, you know, competing paper, but what are some tips that you, that you normally give to people who are trying to appeal and build relationships with someone like
[00:11:01] Melissa: you? I think the relationships part takes time, you know, you're. Uh, and also, you know, some persistency, so reporters are really busy and we're busier now than ever.
[00:11:15] And so, um, it, it, you know, the squeaky wheel does, you know, get the grease. And so the more that you're putting yourself out there, you're putting yourself in the forefront. Um, the easier it is, but it's like, if you have really great content, it doesn't matter. Um, Whether or not, you actually have that relationship if it's news it's news.
[00:11:41] And so you'd have to really think about this. Like what makes news and why is this important to people and culture and the general population? Not just me or my little business. Um, so I would say kind of is hard to, um, breakthrough in this busy-ness, but if you have. Um, a story that's worth telling, like, I would really just say, be persistent about it.
[00:12:08] Um, circling back with, you know, the person who is, you know, you're making the story pitch to, um, looping in their editors as well.
[00:12:18] Veronica: Uh, great. I didn't think about
[00:12:20] Melissa: that. Yeah. I mean, that's important because sometimes reporters are like super busy and they can't get to everything. You know, we don't have secretaries on the side who are like, you know, personal assistants who are helping us work through things.
[00:12:32] It's like all, you know, and I could, I mean, I was getting hundreds of emails a day and it just really was lost. And, um, So if you're looping in an editor or multiple editors, um, within that news organization, the more eyes that are on it, um, the better, the chance that it's not going to fall through the cracks.
[00:12:55] Veronica: Yeah, I love that. And do you feel like, um, it's, uh, there are times when you really should not be reaching out to reporters and you should not be making your pitch say you're a salon owner and you're doing, I don't know some great thing with the local charity. It's a great story. It may be unique. It meets all your qualifications.
[00:13:17] You know, I've listened to what you've said. I've done all the things you told me to do. But you're still not responding. I've often had to tell people you did do everything right. But your timing was off. Talk to us about how a new cycle works, because many of us, especially entrepreneurs wanting to do this on their own and are just trying to get tips from professionals like us who have done it for 20 plus years.
[00:13:40] What are the things that they don't know that we need?
[00:13:43] Melissa: Well, um, if you were a salon owner and you're making a pitch during this winter storm, that has nothing to do with the winter storm, or you're not going to get a response from anybody. Um, so yes, timing is important and I will say. There is this period of time in all news organizations like around, um, Christmas and, um, you know, maybe some slow days in the summer, um, off periods, you know, spring break where reporters literally are.
[00:14:17] Searching for things, new things to write about during that time, because schools are closed and businesses are closed, and those are actually the most ideal time to pitch a story and say, Hey, I've got something going on. That's really cool. And creative. Um, you know, do you need like a little feature during that time?
[00:14:40] Um, you know, we call them evergreen, so they don't really run out of, um, You know, they're, they're good. They're good for weeks or months. Um, so those stories are, you know, we can file them away and say, okay, I'll get back to that later. Um, but timing is important. So if I got this a lot, you know, I'm launching this business, um, And we did some real cool thing.
[00:15:08] You know, we were out in the public and we were serving people this weekend and now it's Monday. And now I'm telling you about it after it has already happened. And, um, here's some pictures to go with it and it's like, wow. That's great, but it would have been really great if you had told us about the event in advance so that we could be there and talk to people and it doesn't feel so staged and canned.
[00:15:35] Um, and there was, you know, just a lot of opportunities like in school news where that happened and something really cool and creative. They were teaching, you know, um, kindergarteners about the election process and they had their own little election in the classroom and it's like, just something like that, but they told us about it after it happened.
[00:15:54] And you know, you want to, if it's news, it's like, we want to be able to tell people about it, to break the news, to have it on our platform, especially if it's an exclusive. And it's like, we can say we have this, we owned it. We had first, um, those are always a great. Um, you know, a great way to say like, Hey, I've got a story that you might be interested in.
[00:16:16] I'm coming to you first. I want to tell you about it. And if you don't want to use it, that's great. I'm going to move along to somebody else, but here's what's happening and here are the details of it, you know? Do you want to come and get this before anyone else has it? I love it. I
[00:16:32] Veronica: love that you, um, put the.
[00:16:36] Owner onus on the person to let you know ahead of time, but two, and this is what I tell people all the time. The value of public relations, which is completely different from marketing advertising is that media can legitimize you by being that neutral observer on the side, capturing. For you. So I love how you talked about it.
[00:16:55] Doesn't look staged. We don't want in public relations. We don't want anything to look stage. We want it to be organic and natural. And the other thing, um, I I'm interested in getting your perspective on is the value of origin stories. And I tell people all the time. If you are a, uh, an executive coach, if you are a CPA, I've got a couple of attorneys that I partner with.
[00:17:18] Their attorneys are a dime, a dozen. A lot of them are doing the same thing you're doing, whether it's real estate or corporate or whatever, but what's your origin story. What makes you different? How that, that hook. And so. It is, is if you are say an attorney, um, and you're trying to get some organic public relations and you may be, do mentor at a, at a local high school with the mock trial team.
[00:17:44] Um, yeah, there are probably several people in this, in your market doing the same thing, but if someone were to pitch that to you and they talked about maybe how they were mentoring. By someone growing up that made a big difference. That's probably going to be the focus of your story when you say
[00:18:01] Melissa: yeah.
[00:18:01] That, um, that would definitely be part of it. Uh, anything that humanizes, you know, humanizes what you do talks about, uh, uh, public service. So it's not just. You know, one person or one thing or one event, but it has or appeal. Um, yes, I think anything that's going to have that human connection is going to go much further than something that, you know, Hey, I just, you know, I run this program.
[00:18:32] Um, but if you can say, I run this program and there was a similar program that I had growing up and it changed my life. And this is why I'm an attorney, you know, or. Um, guess what, you know, I've mentored, you know, I've, I've worked in this space in this high school space for, you know, three years and, you know, half of the kids now have gone on to school to become attorneys.
[00:18:55] You know, those are the kinds of things where, you know, if it has a wow factor, it's like, wow, that's really cool. That's really interesting. And I don't see other people doing that, then that's going to be the hook that says, Hey, You know, that's valuable, that's newsworthy. Um, because a lot of times we do get these pitches and it's like, everybody's doing the same thing and it isn't as newsworthy.
[00:19:18] Um, everybody feels like what they have to share is newsworthy, but if it doesn't have that broader appeal, um, it, it really isn't because you are competing with everything else, you know, the breaking news, the, um, You know, the, the meetings, you know, city council meetings or the school board meetings and different things like that, um, that have human interest, um, and are, you know, really required by news to cover because, you know, accountability reasons.
[00:19:48] So especially if it's a feature, um, it takes a little bit more effort, you know, but having those personal stories.
[00:19:56] Veronica: Yeah, no, I think that's great insight. And I want to make sure that people understand the distinction between a major market paper, like the one you were very experienced with and, and, um, Small town, newspapers versus community newspapers.
[00:20:11] I know when you go to conferences, you even go to conferences specifically for education, newspaper, education, uh, media. Tell us a little bit about the difference between a large major media outlet and what maybe a small community paper might be looking for. Maybe they publish once a week or once a month.
[00:20:30] Melissa: So, um, and I, and I did have some experience in that. I helped launch two community papers for the parent company of the newspaper I worked for. And it's extremely different. Um, community news really is about the community. So because it's a weekly or maybe because they don't have a, um, website, that's constantly updating, um, it's going to have time for.
[00:20:58] Uh, you know, a slower pace. So that is maybe where, you know, you write about the kids, you know, the chess club, um, you know, what they're doing, or, you know, students who got these awards or, um, uh, groundbreaking for a new business or, um, you know, this business has been in, you know, in. Uh, has been running for 10 years or something like that.
[00:21:22] Um, so it is very much focused that way. And people really love that pair. I mean, there is definitely a market for that and parents love that. Um, it's extremely different from what, um, happens in a daily newspaper because so much is happening and we're trying to put out. What is news to most people, not just a small community.
[00:21:44] So it's like, we're putting out news that might be picked up, you know, in New York. And it's like, okay, what's happening in Texas? That is important enough to be important. To new Yorkers or in Boston or in California. Um, so like the Texas storm that's been happening that has dash final appeal. And so you have all of the Texas papers and the local papers writing about that.
[00:22:09] Um, and you're going to have a broad audience and various people who are going to be reading it. And so you want to tell as broad stories as possible as far reach as possible. Um, but for a community paper, they would be focusing on the small things that the neighbors, you know, who are helping neighbors and the businesses who stepped up.
[00:22:32] Um, so in, in those ways, it's, you know, it's quite diverse.
[00:22:37] Veronica: And I, and I also encourage, especially my brick and mortar, uh, clients that I work with to focus on the small community papers, because they may be smaller, but the, oftentimes they're mighty in that they have a lot of influence. People like to get those free papers tossed in their yard and they do read it cover to cover.
[00:22:54] And I know in the community we were in together, um, that local, um, community paper, Printed the honor roll for the elementary school kids and they cut them out and read it, cover to cover. And it was, it was a different product with a different purpose, but I think. Someone looking to garner media, don't overlook them because they have just as much value as maybe a digital comment that you might get in a larger publication.
[00:23:23] Yeah. Yeah. So I think that people have to be open-minded about what media looks like. Um, our time is getting close to wrapping up, but I wanted to just get some last thoughts from you. What are some couple of tips that people need to know? I know. Thrown out some great gems. Um, I love the first one though, cause I, I see it happening more often than not, and that is not truly, uh, addressing the communication to the reporter or to the editor or a TV producer assignments editor.
[00:23:52] Um, but then the other one you mentioned was the clicks, you know, don't attach a file. I have to open, give us a couple of gems that people can. Write down and be mindful of, is they're thinking about how to pitch to a reporter.
[00:24:06] Melissa: Um, like I said, you know, uh, doing it personally and, um, you know, addressing the correct person and even the correct publication, because I haven't gotten that.
[00:24:17] You're like sending it to a completely different, you know, um, and you're like, if you don't even have time, you know, to. Address it to me, or to address it to our publication. Like, I don't really have time to read this. That means it's probably not going to be well-suited. Um, and then again, you know, having that relationship, um, with the reporter following up, you know, I sent you an email now I'm calling you to see if you've got that.
[00:24:45] Including the editors, you know, in that process. Hey, you know, I know that your reporter super busy, I'm just wondering, do you have anybody who could do that? If not you, is there someone else that you can recommend within your organization who might be able to tackle this and, um, yeah. And, and just really being authentic.
[00:25:07] So. Times you can tell it's a form letter. You can tell that it's canned. And to me, the more authentic, the more original it is, the easier it's going to be to catch the eye of, you know, the, the reporter or the editor that you're trying to pitch.
[00:25:25] Veronica: Yeah, I would agree. And I know for those of us, because we've got a lot of professionals in our group, our Facebook group, a lot of PR folks, oftentimes some of us have just resorted to text messages.
[00:25:37] Um, you know, for those of us on the, not the DIY who are listening to watching, but for those of us that do professionally, it's gotten to the point to where it's just a text because I know you're not going to read my email. I know you're getting flooded by everything else. And I just need you to know.
[00:25:52] I've got a lead here. It is. Uh, but there's, it's evolved and it's changed with technology. And, um, I've just got to tell you, I've enjoyed working with you so much over the years, and I'm just so glad that you were able to join us and offer some tips for those that are new to the business or learning about it.
[00:26:10] And you're just a wealth of information.
[00:26:12] Melissa: Thank you so much. Yeah, definitely texting works better than, than emailing, but you know, again, you have to have that relationship with that report. Get their soul numbers. So
[00:26:22] Veronica: yeah, definitely. Yeah. Tip, if you don't know them, don't text them.
[00:26:29] Well, great, Melissa, thank you so much for joining us. I'm going to move you off stage, but I appreciate all the insight and I know our viewers and listeners did too.
[00:26:37] Melissa: I had a great time. Thanks for having.
[00:26:40] Veronica: Well, that wraps up another episode of Saturday soundbites. I was thrilled with us being able to spend some time together.
[00:26:47] Everyone had lots of great, um, comments. We're going to go through those. We will, uh, connect with anyone who hashtag replaced so that we can make sure that we're doing. Questions you might have. And if you want to connect with Melissa or you do thank you, have a good story or something to pitch. Um, her contact is also in the show notes.
[00:27:05] If you are listening on the podcast, make sure you hit subscribe so that you can get notified when we drop new episodes. And with that, I'm going to wish everyone a fabulous Saturday, and we will see you then. Thanks so much.