Breaking through the noise: What reporters want from associations – The Martin Group
Getting an association’s message into the news starts with understanding how reporters work. That was the focus of “Inside the Capitol Press Corps: How Associations Can Break Through the Noise,” the ESSAE Harvest Highlight session I moderated last month.
The panel brought together four reporters who cover the state Capitol. I’ve worked with each of them in different capacities over the years, so I knew they’d have valuable insights to share.
They didn’t disappoint. They spoke candidly about what catches their attention, what gets ignored, and how associations can become the sources reporters call back. Here are some highlights from the presentation:
Know the rhythm of the Capitol
Timing matters, and the reporters said the calendar shapes everything. The legislative session is extremely busy. The months outside session are quieter, but not idle.
That means a pitch has to compete with whatever is dominating the news cycle at the moment. Knowing what reporters are already covering helps you find an angle that fits.
It also helps to know who you’re pitching. The Legislative Correspondents Association (LCA) dates back to the late 19th century and is made up of reporters dedicated to covering New York state government. Its members work out of offices on the third floor of the state Capitol (the NYS Governor’s Office is right below them) and represent news outlets from across New York State.
Pass the newsworthiness test
Before a reporter pitches anything to an editor, they run it through a quick internal test.
Associations can run the same one before hitting send by considering the following:
- Is it new? A restatement of a position you’ve held for years won’t get far.
- Is it timely? Does it connect to something happening now?
- Does it tie to a bigger story? A link to a national or federal story makes a state issue more compelling.
- Is it relevant to the audience? Readers, viewers and listeners need a reason to care.
Once you have a newsworthy issue, bring people to the piece who can bring it to life. The panelists said the strongest pitches pair two voices: an expert who can explain the issue and a person with a real story about its impact. A physician assistant, a small business owner, or a transit rider who lives the issue can turn a policy debate into something people understand.
Pick up the phone
If your outreach strategy relies on email, it may be time to rethink it. LCA reporters said they prefer text messages and phone calls over email. They even listen to voicemails.
The same goes for following up. A follow-up text or call is perfectly fine and counts as appropriate persistence. What isn’t worth it is a stream of emails with no context. If a reporter can’t quickly see why your message matters to them, it’s likely to get lost.
Keep press conferences tight
Asked about the most common mistakes at press conferences and rallies, the panelists named two: events run too long and have way too many speakers.
Their fix is simple. You really only need three speakers:
- A client representative
- A lawmaker
- A person affected by the issue
That lineup covers the policy, the politics, and the human impact. Anything more risks losing the reporters you worked to get in the room.
Match your pitch to the format
Not every pitch has to land as a full feature story. Blog content like the Times Union’s Capitol Confidential newsletter is usually shorter news or timely, day-of updates. Online stories, by contrast, tend to be longer-form or enterprise pieces.
For associations, that opens up more options. A quick, timely item may be a better fit for a blog, while a deeper issue with data and real-world voices may suit a longer story. Thinking about format up front helps you pitch the right item to the right outlet.
Build the relationship before you need it
The panel’s most important advice may have been the simplest: get to know reporters before you have an urgent ask. Invite them for coffee or set up a quick phone conversation. Don’t be afraid to pull them aside in the Capitol for a quick chat.
A reporter who already knows you and your issue is far more likely to take your call when news breaks.
The bottom line for associations: bring something new and timely, pair expertise with a real story, reach out by text or phone, keep events short and focused, and invest in relationships long before you need them.
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