What's a unique challenge you've faced when coordinating with journalists, and how did you overcome it?

Question

Navigating the media landscape presents a unique set of challenges, particularly when it comes to working with journalists. From aligning news cycles with their schedules to simplifying technical pitches, we've compiled insights from eleven professionals, including Marketing Directors and Founders, to shed light on overcoming these obstacles.

Patrick Beltran · Answer

I’ve had problems trying to align our fast-paced news cycles with the more fixed publishing schedules of journalists. Journalists have publication calendars committed months or even years ahead of time, which makes it difficult when our team needs to announce a new product or initiative daily. We often miss out on coverage if our news didn’t make that publication’s calendar weeks or months before an announcement.
I basically solved this by using evergreen content in our press releases, offering more detailed looks at industry trends enabled by our products, or writing more detailed profiles of the people inside our company who are leading innovation. That type of content has more shelf-life and is more useful to journalists over time.
We also worked hard to build closer ties with journalists by inviting them to ‘embargoed’ briefings long before our big product launches so that they had time to write their stories. Not only did this help us with the timing issue, but it also helped us generate better-quality coverage.

Chaitsi Ahuja · Answer

We encountered a unique challenge while coordinating with journalists: the misconception that sustainable products lack variety and appeal. This perception often hindered our ability to gain media coverage and reach a broader audience.
To address this, we implemented a targeted media outreach strategy that focused on showcasing the diversity and innovation within our product range. We curated a selection of compelling stories highlighting the artisans behind our products, the environmental impact of sustainable choices, and the unique benefits of each item. By providing journalists with rich, engaging narratives and high-quality visuals, we transformed the conversation around sustainability.
Additionally, we organized exclusive press events where journalists could experience our products firsthand. This immersive approach allowed them to see the quality and variety we offered, dispelling any preconceived notions. As a result, we not only secured valuable media placements but also fostered lasting relationships with journalists who became advocates for our mission.

Zeyuan Gu · Answer

One challenge I’ve faced when working with journalists is that they often need interviews right away. They’re usually on tight deadlines and can’t afford to wait. To handle this, I made sure to be super responsive and flexible. I kept my phone handy so I could quickly confirm interview times, and I always had key points ready to go. This way, I could fit into their schedule without sacrificing the quality of the interview. Being prepared and quick to respond really helped build a good relationship and kept things running smoothly.

Aqsa Tabassam · Answer

Coordinating journalists across different time zones has been a major challenge for us during our product launch. To solve this, I set up a virtual press room and implemented an interview scheduling tool that made it effortless to get interviews booked. I had prepared pre-recorded videos, created an interactive time-zone map, and built a huge media kit. I also had a team that was there 24/7 to answer questions.
The strategies outlined above enabled me to connect with journalists in different countries and ensured consistent coverage for our product launch.

Peter Bryla · Answer

A unique challenge I’ve faced when coordinating with journalists is navigating the fine line between maintaining consistent communication and avoiding the appearance of being overly pushy. Journalists are often flooded with pitches, and emails can easily get lost. The challenge lies in ensuring my outreach stands out while respecting their busy schedules and not overwhelming them with too many follow-ups. 
I began by shifting my approach from generic pitches to highly personalized outreach to address this. I dedicated time to researching each journalist’s body of work, especially their recent articles, to better understand their topics and the angles that resonate with them. This allowed me to craft messages that spoke directly to their interests rather than sending many emails. Furthermore, I also adopted a more thoughtful follow-up strategy. Rather than sending repetitive prompts, I spaced out my follow-ups and introduced new information and insights that added value to the initial pitch. This way, my check-in will feel less like a reminder and more like an opportunity for the journalist to explore the story from a fresh perspective.

Matias Rodsevich · Answer

A challenge I often face is managing the fast-paced deadlines that journalists work under, especially when they need immediate responses. Coordinating this with a client's internal approval process can cause delays. 
To resolve this, I implemented a system where we developed pre-approved responses for common media queries. This allowed us to provide journalists with the information they needed quickly, without sacrificing accuracy or waiting for lengthy approvals, keeping both the journalists and clients satisfied.

Gal Cohen · Answer

We encountered a significant challenge in our marketing campaign to highlight our innovative door-repair techniques. Our approach involved a live demonstration for a select group of influential industry reporters. 
The primary obstacle was effectively communicating our technical processes in a clear and engaging manner.  Using technical jargon could pose a challenge in such scenarios, where it's crucial to ensure that the audience, who may not be experts, can comprehend.
To overcome this, we developed simplified overviews and practiced our presentations to highlight the most captivating aspects.  Furthermore, we arranged a pre-show seminar for the reporters, giving them a basic introduction to the technical details they would observe. 
This strategy enabled the reporters to understand and appreciate the complexity and efficiency of our repairs, allowing them to convey the information in an accurate and engaging manner. The results were overwhelmingly positive, with coverage highlighting our expertise and the advanced nature of our services. 
This experience underscored the importance of clear communication and tailored interactions with the media to ensure that the shared stories were accurate and engaging.

Toni Norman · Answer

One of the most difficult things for me, working with journalists, was dealing with the differences in editorial styles from one publication to the next. Every outlet had its own set of language preferences and approaches that just didn’t match our style, so keeping the media coverage on message was a challenge.
To do this, we created a custom media kit that included several versions of the same story, each tailored to meet the editorial standards of different outlets. With this system, we were able to maintain the integrity of our brand voice while at the same time giving journalists free rein to pick content that suited the style of their publication. Not only did this increase our chances of getting our stories into print, but it also saved time for both journalists and us, making our collaborations easier and more enjoyable.

Oliver Morrisey · Answer

There was one case where a journalist wrote an article that misrepresented key details about a high-profile estate dispute. The inaccuracies in the piece had the potential to mislead the public and negatively impact our firm's reputation. The article suggested that our client was acting in bad faith, which was far from the truth and could have influenced public perception adversely.
In response, I acted swiftly by reaching out to both the journalist and their editor. I carefully compiled a list of the inaccuracies, along with the correct information and supporting documents. My goal was to address each point of contention with clear evidence and to explain why these corrections were necessary. I highlighted the importance of accurate reporting, not just for our firm's sake, but for the integrity of the journalism process itself. By presenting a well-documented response, I ensured that the journalist and their team understood the gravity of the misinformation.

Chris Bajda · Answer

One challenge I encountered when working with journalists was managing differing expectations about the story angle. We had a situation where a journalist wanted to focus on a very niche aspect of our product that, while interesting, wasn’t the main feature we wanted to highlight. Instead of pushing back or compromising on our key message, I arranged a quick call with the journalist to discuss their perspective and find a middle ground.
I made sure to understand their angle and then offered additional insights and data that could support a broader narrative. This not only helped us maintain control over the primary message but also ensured that the journalist felt their angle was valued and incorporated. It’s all about finding that balance and being flexible enough to adapt while still steering the conversation in a direction that aligns with your goals.

Josh Bolstad · Answer

One unique challenge I've faced when coordinating with journalists was getting them to understand the technical aspects of a story without overwhelming them with jargon. Early on, I found that my pitches were too detailed, which sometimes led to confusion or disinterest.
I overcame this by simplifying my communication—focusing on the core story and its relevance while providing just enough technical context to make it compelling. I also started creating easy-to-understand press kits with clear, concise language and visuals, which made it easier for journalists to grasp the key points quickly. This approach not only improved the response rate but also strengthened relationships with the journalists.

What Are Unique Challenges in Coordinating With Journalists?

What Are Unique Challenges in Coordinating With Journalists?

Aligning News Cycles with Journalist Schedules

Showcasing Sustainable Product Diversity

Being Responsive to Journalist Deadlines

Coordinating Across Time Zones

Personalizing Outreach to Journalists

Implementing Pre-Approved Media Responses

Communicating Technical Processes Clearly

Tailoring Content to Editorial Styles

Correcting Misinformation Proactively

Negotiating Story Angles with Journalists

Simplifying Technical Pitches for Journalists