Become a Reporter's Resource

Become a Reporter's Resource

Beyond pitching reporters to do your newsworthy story, media experts often encourage publicity-seekers to offer themselves as a "resource." In my experience, people usually offer to be a resource after I've done a story with them or while they're pitching ideas and trying to build a relationship, but you can do it anytime you meet a member of the media.

You could be at a networking event or in a social setting. I met an adoption agency owner and a dietitian, on separate occasions, who after chatting, said they'd be happy to help me on future stories. Neither one asked me to do a story. They just gave me their card.

No pressure. Just offer your help. Then, if you pitch the reporter, even if they're not interested in doing your story, you can say, "What are you working on? Maybe I can help you with that?"

What does being a resource mean? Here are three ways -

• The reporter needs a source other than you for a story. As a resource, you suggest someone they could interview about a given topic in your area of expertise or recommend books, articles or other background materials that would help the reporter do the story. The reporter would NOT be looking to quote or interview you for this story although they may decide you're the right interview once they start speaking with you.
• The reporter needs an explanation. They might want your expert insight or analysis about something they're researching or ask how something really works because they aren't entirely clear about it. (For example, issues before the legislature can be confusing both procedurally and politically, understanding medical terminology can be tricky and economic and financial dealings can baffle general assignment news people.)
• The reporter is looking for tomorrow's news and asks you to predict potential next steps for a story. Where, from your experience, is this story likely to go in the days ahead? What are some questions the newsroom hasn't thought of or story angles it hasn't pursued because staffers don't know your industry the way you do and/or aren't asking the right questions of the right people.

In my local TV news days, my resource people included a police detective, an attorney, a financial planner, a state senator, a psychologist and a physician. They helped me get my facts straight, better understand some of the nuances of what was happening in the community and often pointed me in the direction a developing story might go. That way I knew where to look and could potentially break the news. Their objective input helped me do my job better and I went back to them again and again.

Being a trusted "go-to" expert who can be counted on for honest and candid advice has many benefits. When you make the reporter's job easier, you build rapport with the reporter. By helping a reporter, you also contribute to making news stories more accurate and complete, which can foster a better public understanding of an issue or your industry.

To be clear, the reporter keeps their journalistic independence. They don't "owe you" publicity or favorable treatment in the news because you helped them. Still, they are human. They'll value your contribution and want to help you if they can. That could mean they'll be more willing to consider your pitches, or will recommend you to a colleague for a story or suggest you as an expert analyst during special coverage like on election night or during a major trial.

It may take a little of your time - probably a few conversations on the telephone or an email exchange, but the result could easily be a win-win.