Welcome to The PR Toolkit’s Media Spotlight: 3 Questions With… column where we speak with journalists from across the country to get their inside scoop on how best to engage with the media.

This week we are very honoured to speak with the illustrious Shannon Molloy who is the Acting News Editor and Senior Reporter from News.com.au.

Shannon is also the author of Fourteen – the acclaimed coming-of-age memoir about a young man’s search for identity and acceptance in the most unforgiving and hostile of places: high school.

Late last year it was announced that the book – which has received widespread raving reviews – has been picked up by a production company and will be made into a film. If you haven’t yet read it, do yourself a favour and pick up a copy before it hits the big screen.

Anyway, back to PR and here’s Shannon’s advice for you all the enjoy. You’re welcome!

 

What is your Title:

I am the Acting News Editor / Senior Reporter

Please explain your role within the newsroom:

In my acting role as morning news editor, I help guide the day’s news coverage in conjunction with our editors, working directly with our news team. It’s a mix of reacting to breaking news, from crime and a lot of COVID developments to domestic politics and international events. I also help craft timely but unique splashy pieces of news content. Ordinarily, I’m a senior reporter with a very broad remit and get to work on big ticket projects, major stories of the day and special interest features.

What do you look for in a good story?

I look for reader interest, currency and an interesting hook. Personally, as a reporter, I like fascinating people-driven stories the most.

What advice do you have for small businesses who are pitching the media for the very first time?

Think about the audience and whether your story is relevant. If not, can it be massaged to be more relevant? For example, a new brand of caravan is probably not interesting for a news.com.au audience… but is there an unusual or unexpected demographic lining up in droves to buy it? Is there a trend driving that shift? That could be interesting.

You can also follow Shannon on Instagram and connect with him on Linkedin.

And if you want to learn more about the world of PR and effectively pitching the media, then check out The PR & Publicity Blueprint –  our 6 week online PR course and media relations masterclass which is jam packed full of everything you need to know to become PR and pitching pro in no time.