Getting media coverage for clients in the ever-contracting world of local journalism calls for persistence, determination and a lot of pestering reporters.
But what happens when your client is also facing pressures that make it hard for them to carve out time to help you develop your story pitches? And what if the stories you’ve pitched just aren’t working?
At Ceisler Media, a big part of our job is to get stories into the press. We’re not here to give up and say it’s too hard. Sometimes we have to be a little creative when it comes to getting clients what they want, and that’s when I draw on my experiences as a former reporter.
One of my favorite clients to work with is the Greater Philadelphia YMCA. They have a tremendously dedicated and talented staff, and so many great stories to tell across more than a dozen branch locations– so many great stories that not one staff member would be able to list them all. That’s why I make time to go after these untold stories myself, by reaching out to staff members at various branches to ask them what’s new.
Last year, the manager of the West Philadelphia YMCA took me on a tour of the building, and he told me what activities went on in each room. When we got to the pool, he told me they were launching a new program to prepare teenagers to take the Red Cross lifeguard certification course – a prep course to transform them into much-needed lifeguards who could then earn good money working at YMCA or city pools that summer.
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Each year, local publications like the Philadelphia Inquirer and Billy Penn write about the lifeguard shortage. Here was a chance to show how one nonprofit organization was chipping away at the problem, while also providing high-quality jobs for young people during the summer.
With the blessing of YMCA leadership, I pitched the story to the Philadelphia Inquirer, targeting reporters who previously covered lifeguard issues. The result was a full feature story with photos that showcased the YMCA’s mission.
Whenever I feel stymied by the challenge of getting earned media, I remind myself how important it is to get out of the office, meet people and learn from those who are doing the work on the ground.
Even if I don’t walk away from an in-person meeting or event with a story pitch, I always return to the office energized, motivated and more in touch with the mission of the organization. Getting out of on-screen meetings and into the real world reminds me of what I’m here to help a client accomplish – and in turn, that makes my pitches better.
Allison Steele is a Director in Ceisler Media & Issue Advocacy’s Philadelphia office.
