How PR pros can elevate positive news stories
Some reporters are keen to counter the preponderance of negative news with stories that offer solutions to big societal problems. Here’s how to tailor a pitch for them.
The axiom “if it bleeds, it leads” lures clicks, but it can also result in discouraging and polarizing coverage.
People are hungry for stories about the ways individuals and communities are solving problems. Though it may not be easy to see (just yet), this is a big opportunity for PR agencies and organizations that specialize in solutions to social and environmental problems.
The Solutions Journalism (SoJo) Network helps reporters by providing learning opportunities, resources and a framework to tell solutions-oriented stories that spark social impact and civic engagement. In the last six years, more than 12,000 reporters have taken a SoJo training, and by the end of 2018, they had published 5,000 solutions stories.
Those of us who work with social enterprises and other problem solvers know there are many more stories to tell, but it takes effort to understand solutions journalists’ needs and craft pitches that show the outlines of a balanced story.
Why these pitches are worth the work
Taking a solutions approach makes your organization’s or your client’s work more likely to get feature coverage and helps you build better media relationships.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
