Pitch stories that ring with interesting facts, quotes and sources

The movies often make editors sound oh, so cool — and sometimes a little intimidating. From “The Devil Wears Prada” to “Confessions of a Shopaholic,” editors of books, magazines and news media are usually depicted as larger than life.

Even my teenage daughter is proud to tell her friends that her mom is an editor.

But what does an editor do?

Editors are in charge of the content for various media platforms, and they decide what stories will be printed, broadcasted or posted online. Media outlets include newspapers, magazines, television and radio, and websites. Editors wear many hats — especially at smaller organizations.

They decide which stories to publish based on how relevant they are to the missions of their organizations, as well as appealing to their target audiences.

They research story ideas, assign them to writers and make sure the content meets editorial standards, including style and copy editing. They also decide how to visually tell the story using photos, graphics and illustrations.

Editors are really gatekeepers who sift through a mountain of press releases looking for unique perspectives and sources. They must be creative thinkers who have the ability to decide what is most important to their readers in a certain coverage area.

As for our magazine, we are looking for positive stories about people, organizations and businesses doing interesting things in Northwest and North Central Indiana. For instance, a real estate agent who sails in her off hours, daughters taking over the family business, new businesses opening, significant economic developments and leadership changes.

So, how do you get an editor to read your press release or answer your email? A little timing, luck and tenacity go a long way.

First, send a press release!

So how do you write a press release for the news media?

First, think about what’s most important; then add key details to make an editor’s job easy. Include a high-resolution photo with caption information, including who to credit with taking it.

Here are some key points:

• Write a headline that has key words. For example: Your company name, a verb and object.
• Your intro should be the most important information, including what cities/towns/counties it affects. Think of it as your resume’s summary.
• Put key details in bullet points, including who, what, where, why and when.
• Offer a quote from company management about why this information is important. Make sure to name the person, along with title.
• Include a link to your company’s website or the press release already posted on your website.
• Finally, round it out with an “about us” paragraph. It might feature how long the company has been in business, how many locations and where, number of employees and other pertinent information you think is important.

Then, send it during business hours!

Don’t give up!

Editors are like hiring managers. They receive a lot of press releases, so your subject line is important. Make sure it tells the editor this email is relevant to their readership.

Do a little research about the media outlet’s audience. Most have an “about us page” or a media kit that will tell you about their coverage areas, content and demographics. Tell them how your company meets these criteria.

Editors don’t mind a follow-up email, especially if you’ve done the homework described above.

Finally, keep in mind that most media outlets are for-profit businesses. They need your financial support to hire more people to write stories, take pictures, design and print pages, and post stories to websites and social media. Editors love their jobs but also need to make a living — just like you! So, consider advertising to support your local media.

Become part of the process

Journalists love to tell great stories. But they also need people in the communities they serve to help them find ideas.

Here in Northwest Indiana, media outlets turn to thought leaders and experts to comment on the important issues of the day. But editors and writers also need sources who are willing to share their specific experiences on topics like economic development, growth, quality of place and a commitment to community.

It’s our job to tell the Region’s story, so join the conversation by contacting the editor!

Northwest Indiana Business Magazine is partnering with the NWI BizHub to collaborate on content and resources that will help small businesses start and grow in the Region. This column was published in partnership with the NWI BizHub. Read more on the nonprofit’s blog at nwibizhub.com.

Read more stories from the current issue of Northwest Indiana Business Magazine.