Your client has a story to tell. Media have airtime, pages and websites for telling stories. To get them to tell your story to their readers, viewers or listeners, make your content work for them.
Your client wants to have her new product, service or good deed on TV. Give TV producers and newsroom assignment editors what they need—good visuals, a celebrity connection, something cool/hip/fresh/cutting edge.
Your client wants to be in the newspaper. Give the editor or reporter a story that touches the heart, impacts the community, gives a new perspective on things.
You have a need: coverage. They have a need: compelling content. Work first to satisfy their need. Think first of what you can provide that works for their radio or TV news or talk show. Consider what would meet the wants and needs of that newspaper or magazine columnist or feature writer .
Salespeople know about orienting their message to their customers’ needs. Media relations pros should be on a similar track with media contacts.