Jeromee Scot - October 31, 2025

When people ask me, “What’s the secret to getting more media coverage?” I always give the same answer. It’s simple, but often overlooked: you have to tell the newsroom what’s happening.

So many organizations, especially nonprofits and small businesses, assume that journalists already know what’s going on in the community. They assume a simple Facebook post will get noticed or that reporters are scanning social media for story ideas all day.

Newsrooms don’t know everything, and they don’t monitor your Facebook page. If you want to be featured, you have to reach out directly and tell them your story.

Listen to the full episode by clicking here or pressing play in the embedded audio file below.

Why Some Organizations Get Featured (and Others Don’t)

Working as both a journalist and in media relations, I’ve seen this question come up countless times. Some organizations seem to always get coverage. They’re on the evening news, in the paper, and online.

The reason? They communicate.

They email producers, they call the newsroom, and they make sure someone knows what’s happening. They don’t sit back and hope to get noticed. Instead, they take the initiative.

Every time a newsroom looks for stories, they’re searching for local angles that affect real people. Right now, for example, the ongoing government shutdown has food resources running thin. Families are struggling, and food pantries are working overtime to keep up with demand.

That’s a major local story and if your organization offers food assistance, this is your moment to speak up. Journalists are looking for new angles to this story multiple times a day. But they can’t cover what they don’t know about. Tell them. That's the secret.

How Local Newsrooms Actually Work

Most people don’t realize how many chances they have each day to pitch a story.

A typical TV newsroom operates in three shifts:

• Morning team: arrives around midnight and works through late morning.

• Dayside team: covers business hours and produces the afternoon and early evening newscasts.

• Nightside team: starts mid-afternoon and works through the 10 p.m. news.

Each shift has its own producers, reporters, and managers who are all looking for fresh story ideas. That means three opportunities every single day to get your story on air.

If your nonprofit, business, or organization is impacted by a major event like the shutdown, or if you’re helping people in need, that’s news. But if you don’t reach out, you’ll miss the chance to be part of the conversation.

Why Social Media Posts Aren’t Enough

Let’s clear up a big misconception: Posting your event, food drive, or announcement on Facebook doesn’t count as media outreach.

Unless you’re a government agency or law enforcement office, newsrooms aren’t watching your page. They’re busy producing content, covering breaking news, and planning multiple shows per day.

If you want your story covered, you have to email or call the newsroom directly. You can include a link to your Facebook post or website in that email, but don’t rely on social media alone.

Think of Facebook as your supporting evidence, not your outreach tool.

The Best Ways to Contact a Newsroom

If you’ve decided to reach out, here’s what to do and what not to do.

1. Email first

Email is the best way to get your story in front of the right person. Keep it short, simple, and direct.

Include:

• Who you are

• What’s happening

• Why it matters right now

• How the newsroom can contact you

You don’t need a fancy press release. A well-written, two-paragraph email can be more effective than a long attachment.

2. Timing matters

Avoid calling early in the morning. Most newsrooms have editorial meetings around 9 or 9:30 a.m., and producers are slammed preparing for the day.

A good time to call is between 10:30 and 11 a.m. By then, morning meetings are over, and producers are looking for fresh leads after early story plans fall through.

3. Personalize your message

If you already know a producer, reporter, or assignment editor, email them directly. Use their name in your subject line. Personalized pitches are far more likely to be opened.

Journalists receive hundreds of generic emails every day. A simple “Hey Jeromee, just wanted to flag this for you” goes a long way.

How to Craft a Newsworthy Pitch

Your message doesn’t have to be complicated. Here’s a quick example:

“Hi, this is Maria from Hope Food Pantry. We’ve seen a 30% increase in families coming for help this week due to the government shutdown. We’re hosting an emergency food drive this Saturday, and we’d love to get the word out.”

That’s it. Short, clear, and focused on community impact.

Newsrooms are looking for stories that show how larger issues affect local people. If you can explain that connection, you’ll make a producer’s job easier and they’ll remember you.

The Bottom Line: Speak Up

The number one secret to getting media coverage isn’t a complex PR strategy. It’s speaking up.

If you don’t tell the newsroom what’s going on, someone else will and they’ll get the coverage instead.

The media can’t cover what they don’t know about. So the next time your organization is doing something important or helping the community in a meaningful way, take a few minutes to send that email or make that call.

That’s how stories get told.

READ MORE: The best and worst of PR from a media relations perspective.

Frequently Asked Questions About Getting Media Coverage

1. How do I get local news coverage for my nonprofit or small business?

The best way to get local media coverage is to reach out directly to the newsroom. Send a short, clear email that explains who you are, what’s happening, and why it matters right now. Include your contact information and links to any relevant pages or events. Don’t rely on social media posts alone. Newsrooms rarely see them.

2. Who should I contact at a TV station or news outlet?

Start with the assignment desk or news producers, as they are responsible for deciding what stories make it on air. If you already know a specific reporter who covers community or business stories, email them directly. Use a clear subject line that explains your story in one sentence.

3. When is the best time to pitch a story to a newsroom?

Avoid mornings before 9:30 a.m., when producers are busy preparing for daily meetings. The best time to email or call is between 10:30 a.m. and 11:00 a.m., after those meetings have ended. Newsrooms often need new story ideas at that time, especially when their original plans fall through.

4. What makes a story newsworthy?

A story is newsworthy when it affects real people or ties into a current issue. For example, during a government shutdown, food pantries, churches, and nonprofits offering food assistance provide valuable local context. Reporters are always looking for stories that connect national events to local communities.

5. Should I send a press release or just write an email?

You don’t always need a formal press release. A well-written, two-paragraph email that clearly explains your story can be more effective. However, if you’re announcing a major event, detailed initiative, or large-scale partnership, attaching a short press release can help provide background.

6. Do journalists monitor Facebook or social media for story ideas?

Generally, no. Newsrooms don’t have time to watch every organization’s social media accounts. Posting on Facebook or Instagram is great for your audience, but it won’t guarantee news coverage. Always send your story directly to the newsroom by email.

7. How can I build better relationships with journalists?

Start by being helpful, not pushy. Share information that matters to the community, respond quickly when a journalist reaches out, and follow up with a thank-you after an interview. Over time, those small gestures build trust and make it more likely you’ll be contacted again in the future.

8. What’s the biggest mistake organizations make when pitching to media?

The biggest mistake is not pitching at all. Many organizations assume that posting online or sending one mass email is enough. It’s not. You have to actively tell the newsroom what you have, personalize your message, and explain why it’s important right now.

9. How can I prepare for a TV or radio interview once I get coverage?

Preparation is key. Know your key message, keep your answers short, and focus on the audience, not yourself. If you want to go deeper, download my ebook On The Record: A Comprehensive Guide to Successful Media Interviews from the Scot Media Tulsa Digital Bookstore.

10. How can AI help with media relations or public relations?

Artificial intelligence can help you brainstorm story ideas, write press releases, and even evaluate the best time to pitch your story. At Scot Media Tulsa, we offer AI education and strategy sessions that teach small businesses and nonprofits how to use AI responsibly in communications and media outreach. Learn more by visiting our rates page.

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