How to work with business media: a journalist shares five tips
Building relationships with business media is a fantastic way for firms to raise their profile.
But reporters are busy people, always facing deadlines and pressures to find and produce stories for different platforms.
Understanding what they need – and what they would rather avoid – is key to working with them well.
In our latest Distinctive Discussion, we spoke with business editor at South West Business Insider Colette Flowerdew Kincaid, about what good media relations looks like.
As we’ve covered elsewhere, it’s about more than sending press releases and hoping that they’ll land somewhere.
Here are five key takeaways for businesses looking to work with the media.
#1 Build relationships, not just media lists
Journalists receive hundreds of press releases every day, so personal connections can make a difference. Colette emphasised that a pitch from someone she knows is always more likely to stand out.
Making time to connect – whether at industry events, through networking, or an informal meeting – can put your business on a journalist’s radar.
“If you have a great story but I don’t know who you are, it’s much easier if we’ve spoken before,” she said. “A quick coffee or a chat can go a long way.”
But remember to read the room before pitching: reporters are busy people. Think about why a meeting would be useful to them.
#2 Think pictures: they can make (or break) a story
As newsroom resources shrink, well-written releases without a decent image will only get you so far.
“For the magazine especially, we need high-resolution images – ideally over 1MB and 300dpi,” Colette said.
“Sometimes, we receive great stories but no usable images, which makes it harder to include them.”
High-quality images and video will boost the chances of your story running, online in print and across social media too.
“Last year, we featured this baking company, and they had amazing press shots of the two founders, and they were holding a cake and there was flour everywhere,” Colette added.
“It was just a great shot, and we ended up using it on the cover. That’s a great placement for any business.”
#3 Make your pitch count – and don’t immediately follow up
Remember, journalists are busy. Your pitch to them must be relevant and clear from the outset.
Colette shared a few pointers for crafting great pitches:
- Make the subject line clear, engaging, and relevant to the publication’s audience. If engaging regional titles, make that local connection obvious.
- Cut to the quick and avoid jargon and unnecessary detail – a key part of our CHATS storytelling approach.
- Provide a clear hook: Why is this newsworthy?
- If responding to a live story, reference previous coverage to show relevance. But make sure it’s timely too. News moves fast.
#4 Good news still plays well for business media
Attendees raised misinformation and clickbait as issues affecting the media landscape, but there are still opportunities for positive news to shine.
“We are definitely still interested in covering positive business stories, especially where there’s a real impact,” Colette said.
Stories on sustainability, skills or investment still have potential if they have some substance to them.
#5 Consider the big picture
Wider trends also feed the regional news agenda, particularly in an area of proudly independent, purposeful businesses like the South West.
Colette highlighted some key big ticket items shaping coverage, including:
- The region’s continued commitment to sustainability and diversity, equity, and inclusion initiatives, despite a wider political shift against them by the Trump administration.
- The ongoing debate around return-to-office policies and skills shortages.
- Government focus on housebuilding and infrastructure, and how our region is stepping up to meet that challenge.
Consider how your story relates to these developments, and others.
Media relations is a two-way street
If you’re read this far, you’ll know that journalists are busy people. They want stories that matter to their readers and viewers, rather than a company’s staff and directors.
Following these tips if working with regional titles like Insider Media will help your business stand out from the pack.
Huge thanks to Colette for sharing her insights and our fantastic colleague Arianne for leading the discussion. If you’d like to discuss how we can help shape your media engagement strategy, get in touch with the team.
You can catch the video below.
If you’re interested in joining future discussions, stay updated by signing up for the Distinctive Dispatch.
Photo in the header is from Annie Spratt on Unsplash.
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