Men are overrepresented in all aspects of Australia’s media landscape – from TV presenters to print bylines to being quoted as sources. Meanwhile women – and issues typically dominated by women (from childcare to the not-for-profit sector, where women make up 85% of the workforce) – struggle to get their stories listened to or told.
Responding to this, on Tuesday 22 Sept, we ran a media workshop specifically tailored for women working in advocacy and the community sector, in partnership with the Australian Council of Social Services (ACOSS). Our objective was to share knowledge from women reporters on how to negotiate our imbalanced media landscape so that important stories are covered.
Jenna Price, Helen Vatsikopoulos, Eurydice Aroney and Julia Holman shared their advice, which we’ve distilled down to a list of ten recommendations to get your story in the media:
- Issue ≠ angle: When pitching to media you need to think about the angle, not the issue. Understand the difference and learn how to tell your story in a way that journalists want to cover it. Uncover what makes it relevant on that specific day.
- Character drives story: Find someone who exemplifies your story. Tap into human emotion – it’s incredibly powerful. We are drawn by empathy to other humans and their stories, so it is imperative to demonstrate your issue through the real-world impacts it has on an individual.
- Do the hard work for journalists: Journalists are inundated with stories daily, and they work to tight deadlines. The easier you make publishing your story for them, the better; have talent available at specific times and dates, and have high quality images, video footage or audio on hand to pass along – which leads into the next tip…
- Tailor for program and platform: Know the medium and program you want coverage from and pitch and provide resources according to its needs. If you want to be covered on TV ensure the story is visually appealing. If time and resourcing permits, source some b-roll footage ahead of time to help the journalist.
- Have social media presence: Lots of journalist are on social media, particularly Twitter, and often they find stories, leads or do call outs for content and talent there. Tweeting journalists directly probably isn’t the best way to get their attention, but being present is valuable.
- Build media contacts: Knowing who to talk to, or which publication to pitch to is key. Consume lots of media and keep any eye out for journalists who consistently report on your topic area. Reach out to them, ask them for a coffee, and find out what types of stories they are interested in. A good relationship may lead to them calling on your organisation for ideas or comment. Also don’t be afraid to follow up with (or pester), a journalist – particularly if they have shown interest in your story. Don’t take ‘no’s’ personally and try someone else.
- Don’t rely on media releases: Media releases tend to be general. Try approaching individual journalists separately with an angle that will attract them. Journalists like a good story with exclusivity or special access to people.
- No story is new: For journalists, there is no story that is ‘new’ – rather there is the latest development or angle on the issue. Make your issue relevant for now. Provide current statistics and remember that new research is always your friend
- Don’t forget local media: If you get your story in local media, which is a lot easier, often others will pick up on it (through syndication or journalists researching).
- Don’t underestimate student journalists: They are passionate, eager, and the future of the media landscape. Giving them a chance or opportunity now could prove very valuable later down the line. Just set clear expectations with them, and always ask whether something will be published and where.
Other things to consider
What you will come up against
Journalists are humans. You may come up against some that are prejudiced, hold unconscious biases, or who only want to argue the other side. Know who you’re pitching to, and find concrete character examples of someone who counters their argument and backs yours, as well as good, reliable facts and statistics from credible sources.
Protecting vulnerable people
Telling your story through real-world examples and personal profiles can expose people in vulnerable situations. Especially where the story is more nuanced and complicated than a news platform has time to tell. But it is an effective way to generate interest in your issues. So do not shy away from using individual stories – but do ensure that you take control of the story. Support is available for talent sharing personal, or traumatic experiences. They can help train individuals, and arm them with the tools necessary to talk with media.