Last week, we had the pleasure of hosting Brad Goode, co-anchor of KOMO 4’s Morning News and Mid-day News, as well as a 30-year veteran business reporter, to discuss the changing landscape of traditional and social media, PR and how the two can work more in tandem.

Over sandwiches and sparkling water, we bonded over our love for Seattle and storytelling, which is important to both our professions. Brad also provided valuable tips when pitching a story to any news outlet — he believes there’s never been a better time to pitch content to news organizations, as they all have a hunger for it.

Here are five of Brad’s key tips when working with media today:

1. Be a resource.

Instead of strictly pitching a CEO or business about a particular story, try to be someone that a reporter can go to in a pinch. If a breaking news story hits across the wire, all local news outlets will be clamoring for the first story and will need follow up. You want to be the person a reporter can call to see if a client may have insight or a quote to share. Come to the table with clever ideas. But most importantly, do not tell a reporter or editor how to do their job.

2. Do your research.

Get personal when pitching. It’s okay to look them up on Facebook, Twitter and LinkedIn. Read their bio and get to know a reporter’s interests. Find that common denominator that will help your pitch stand out above the rest. It’s also important to know a reporter’s internal clock. For example, some reporters prefer to be pitched in the afternoon, while others have already ended their day and likely won’t respond.

3. Build relationships.

Trust is important in any relationship, but this is especially true with media. Make the investment to really understand who you’re pitching, and do the leg work to build rapport with the reporter. You want to be the person that a reporter knows can deliver on solid story ideas.

4. Know what makes a good story.

People are attracted to stories about other people. Features that are fun to watch are the most compelling for viewers — and if they’re inspiring, doing good for the community, or changing lives? Even better. Products are also popular, but again, they have to be enhancing our lives somehow. Timeliness and entertainment values can help your chances of landing your story.

5. Tell the story.

Be able to concisely tell your story in an email pitch, and highlight the visual elements if pitching a broadcast story. Use your personality and be creative to capture a reporter’s attention.

We appreciated Brad taking the time out of his busy schedule to come and talk with us and look forward to working with him in the future!

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