I Know What the Media Wants


By Anthony Mora

The media wants stories, but beyond that, not even the media knows what they want. They are constantly searching, trying out new stories, coming up with new ideas. You have to study the various media outlets, review the different formats, study the types of stories they've run in the past. No one knows what the media wants because what they want is constantly changing. Don't take for granted you are some kind of media maven and that you know more than everyone else does. Remember, you're going to succeed by learning how the media thinks, not by assuming you think they know what they want. You have to prepare, do your homework, study the various media outlets. The bottom line is a good story, but don't assume because you find a story of interest, the media will like it as well. Nine times out of ten, you're going to be wrong. Think like an editor, think like a producer. Once again, work backwards. Look at the particular media you are targeting. Who is the audience? What is the basic age range? Does it appeal to primarily men or women? What type of stories does it generally run?

Now put yourself in the place of the editor or producer - how could you fit a story on your business, product, or talent into the format of that media outlet? What story would work? What would the focus be?

For example, let's say that you are a fashion designer of men's clothing. GQ and Esquire would be natural media outlets to approach. You would need to come up with a hook that makes you and your designs special, but you know that with a little persistence and creativity you should be able to place a piece in those publications. What about Vogue? Why not? You could pitch a piece on yourself as the new up-and-coming designer who is reshaping the future of men's fashion, or a piece, aimed towards women, on how to dress the man in their life. Let's say you wanted to go to The Wall Street Journal. Okay, pitch a story on dressing for success in the '90s, or an article on the business of fashion, or the inside workings of the fashion industry. Pitch the media according to its needs, not according to yours. Assume that the story you are dead-set on telling isn't all that interesting to anyone besides yourself. Now, be creative, give it a spin. Give it a make-over. Make it newsworthy.


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