In this week’s Media Spotlight: 3 Questions With…
…we welcome Cara Jenkin, News Limited Careers Editor, who shares some valuable insights on how and when to pitch to the media. She also talks about the power of a case study in shaping a story and using the human-interest element to bring it to life.
- Please explain your role within the newsroom:
My primary role is to oversee, coordinate and produce the Careers employment articles published in the classifieds sections of The Courier-Mail, Daily Telegraph, Herald Sun and The Advertiser. This may include writing content myself or liaising with other reporters in the Careers team. The Careers team also produces employment-related content for other sections across News Corp titles. I am based in Adelaide at The Advertiser office.
- What do you look for in a good story?
Every organisation has many great stories to tell but what sets apart a good story for me is a case study! It helps to make a story real and bring statistics or trends to life when there is someone who will put their hand up to be photographed and say they have experienced it – whether this is someone who loves working at their employer, loves working in their occupation, or is dealing with work issues such as working from home or upskilling. Sometimes it can take a discussion with me or my team around the possible hook to the story, rather than pitching a specific line – for example, we might have a great report or statistics that we’re looking for a case study for, and you have the case study to illustrate it; or vice versa.
- What advice do you have for small businesses who are pitching the media for the very first time?
If calling, first always check whether the reporter is on deadline and if it is a good time for them to chat before launching into any detail – the end of the day typically is a bad time for journalists, but in a 24-hour news cycle, they may be rushing to file a story at any time of the day on any day of the week. If emailing, get to the point quickly, summarise some key details and be prepared to wait a few days for a response. Also ensure that you have things such as their name, the organisation they work for, and their role correct – for example, time-poor reporters are unlikely to respond or be interested in a story pitch about an environmental story when they left that role and moved to the education round six months’ ago. If in doubt, ask for their advice first as to who would be best to pitch to.
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