Feeding the Media: Turning One Strategic Placement into Multiple Big Hits

These days producers, editors and reporters are under constant deadlines. The pressure is on to fill digital and cable news sites with fresh content 24/7 and reporters are often asked to file three or more stories a day. So how do journalists continually feed the beast? By sharing content.

The latest RTDNA/Hofstra University study finds that nearly 76 percent of stations are involved with other media in newsgathering and sharing agreements. Almost a third of news directors (31.2 percent) said they ran news on another local station, and the study finds that content ran on an average of 1.4 stations. The majority of stations also have cooperative agreements with outlets in other mediums including local newspapers, radio stations and websites.

Whether it’s a pitch for an article, video, slideshow or story idea, good media relations professionals know how to take advantage of these sharing agreements and identify key “feeder” media. Take Bankrate.com for example, a feeder site for Fox Business, Yahoo! Finance and MSN. The online outlet already has an impressive 63,695,333 page views per month, but combine that with the views top tier outlets like Fox are bringing in and you’ve just increased the exposure exponentially with one strategic pitch.

Here at Greenough, we’ve been able to implement this approach for several clients. This spring, we secured an article on seasonal allergies in the print and online editions of Health Magazine for Thermo Fisher Scientific. A good hit in its own right, but then the story got picked up by ABCNews.com and FoxNews.com.

For GT Advanced Technologies, we secured an article in MIT Review that went viral – netting more than 60 article pick-ups including Yahoo! Finance, Fox News, CNN and Business Insider. We also saw 30 local news articles and 18 trade hits.

As with any good story pitch, it’s all about the research. Study your target outlets, identify their key “feeder” sites and understand who has a content sharing agreement with whom. The time and effort spent upfront will certainly help you maximize exposure and secure your next top tier hit.

Contributed by Account Supervisor Christine Williamson. Follow her on Twitter: @ChristineDBW.