Welcome to our first installment of ‘Media Spotlight: 3 Questions with…’.
In this series we’ll go inside the newsrooms and speak with journalists and producers from across Australia to get their insights on what they look for in a good story and tips on how best to pitch the media.
Kicking things off we speak with Lauren Ellis, Senior Producer and Reporter for The Today Show, based in Queensland.
- Please explain your role within the newsroom:
I oversee Queensland content for The Today Show, on the Nine Network. Daily duties include pitching stories, writing scripts, lining up shoots, producing outside broadcasts and managing a small team made up of two reporters and a cameraman.
- What do you look for in a good story?
Given we are a national show, the story must be a television exclusive and it must be newsworthy – a story that viewers watching TODAY want to hear. Strong visuals also help get a story over the line but if the story is strong editorially – for example, a Covid-19 vaccine breakthrough – it is not essential.
Today Show stories are a delicate balance between news and lifestyle – for example, we wouldn’t run a story on how to renovate your kitchen, but would consider a story on the top DIY mistakes during the Covid-19 pandemic and how to fix them.
- What advice do you have for small businesses who are pitching the media for the very first time?
Don’t be afraid of rejection – it is always worth asking. If a Producer believes in the story, they will find the additional elements to make it work.
Tailor your pitch to the media outlet you are sending it to – don’t send out a generic, one-size-fits-all email in bulk. We’ll hit delete!
And finally, if you are pitching a product or service, always have a case study that is ready to go, and tell us about them.
For more information on how to pitch the media see Mastering the Art of Media Relations on our Tools page.
Good luck!