Are You Newsworthy? How to Generate Press Coverage for Your Cause or Campaign

Face it, political advertising is expensive. Whether you’re running for Congress or the local school board, you have more practical uses for the campaign donations supporters have entrusted you with—like paying your staff or the electrical bill—than splurging on a bunch of television, radio, or print ads.

That’s where free press coverage (also called “earned media”) comes in. For local races, earned media is often the only way you’ll make it onto the airways or into the paper. Getting the press to cover a local campaign is hard, especially when there are bigger, blingier, better-financed races on the ballot. But with a little ingenuity and some old-fashioned hard work, you can get positive press coverage for your campaign.

The most important thing to remember is that in order to get the news to cover your campaign, you have to “create news.” But just because a campaign says something is news doesn’t make it so. You can have all the events, announcements, statements, speeches, and press releases you want, but the press is only going to cover the newsworthy ones.

So what makes something newsworthy? That’s a little tough to say. There aren’t any set rules, and what’s newsworthy in one race won’t be news in another. However, here are some things you should consider while you’re trying to craft “newsworthy news.”

• Would this be exciting to people who aren’t following the campaign?
• Is it completely out of the ordinary?
• Does it create a unique visual?
• If someone saw this on the news, what would their reaction be? Would they want to tell others?
• Does this have local appeal?

Remember you need reporters more than they need you, and an adversarial relationship with them only hurts you and your credibility. Instead of shunning reporters, sit down at the beginning of your campaign and think through who might be interested in covering you. This could include local reporters, editors, and producers for daily newspapers, radio stations, political blogs, and network news affiliates. Make a list, and introduce yourself to them. Don’t ask for coverage yet—let them know you exist, ask what stories might interest them, when their deadlines are, and how many stories they produce a week.

Once you’ve established a relationship, maintain it! Respond promptly to press inquiries and feed them stories as soon as possible. The media needs news to survive! Be their friend (but use discretion!) and give them true news, and they’ll be more than happy to report it.

WATCH: Once you get media attention, what do you do? Take a look at this video by American Majority President Ned Ryun on how to handle interviews and appearances.

Adapted from the American Majority Campaign Manual.