I get so many inquiries as to how to better work with this publication on the editorial side. I love to get these because it tells me people value the publication. I hope that's the case because each week a very dedicated team of professionals works very hard to make this the premier publication in the industry.
I want to dedicate this column to answering some of the common questions we receive about getting coverage in Credit Union Times.
oHow do I get an expert opinion published? We typically publish only one opinion piece a week on page 16 or within the Special Report section. We do not accept regular monthly opinions as many have asked. Opinion pieces are just that–opinions from expert sources on a particular subject matter. Thus, they should not include quotes from other people–like a news story would–they should not be double by-lined, and they of course should not be a sales piece. The word requirements are firm at 800-1,000 words. If the opinion writer can't make their point in 1,000 words, I don't want to burden our readers with it. Writing long is easy, writing clearly and concisely takes skill and usually forces the writer to get to the point. A good thing!
Cold opinion piece queries must be sent to the editor. Separately, reporters will reach out for opinion pieces and can of course accept queries from sources. Ideally, the pitches will tie in with one of our weekly Special Report topics. (The editorial calendar can be downloaded at www.cutimes.com.) Sources should check out the calendar and pitch opinion pieces for specific Special Reports about a month out from publication date. We require a color photo and contact information on the author.
oHow do we get into Special Report stories? You must eye the editorial calendar and do outreach. Just the other day I received an e-mail from a vendor who said that given the upcoming Business Services and Credit/Debit/ATM Special Reports fall in their area, they "expected" to hear from a reporter. Wrong attitude! Reach out to us. While we may reach out to you, we have lots of good sources and any one of them may have pitched a great story for that Special Report and the reporter is working on those stories. Also, you know what's going on at your shop, we don't. If you have a great story, go on the offense. Vendors must do outreach at least a few weeks prior to the Special Report. On the other hand don't reach out a few months before, that's too far out for a weekly.
oHow do we become a regular source for stories? This is one of the most common inquiries (especially among vendors) and a great one. Vendors should not be so narrow-minded that they only want features on themselves or stories where they are the only source. How weak! Of course we love to feature vendors, but the same vendor will certainly not be featured routinely. If you want to be the only vendor in a story, you're not going to get frequency and thus won't develop that recognition with readers.
It behooves vendors to get to know the reporter who covers their beat and offer themselves up as a source for stories in that beat. It is not enough to have a PR agency send an e-mail that XYZ vendor is a credible source on a subject matter. The vendor should reach out with a phone call or at a conference and establish a rapport with the reporter. We of course have an obligation to get to know the vendors that credit unions are relying on, so it will be welcome.
Do not get upset if you are not a source on every story in that subject matter, that will never happen. Variety is required for good coverage. Do not feel that you were passed up as a source. The news business is busy and with ongoing publication space issues, there are a lot of factors that determine how many and which sources are used in a given story. But trust me, I've seen it so much over the years, those sources that stay in touch and understand that they are not the only game in town, become valued, regular contributors to this publication. The sources that moan each time they see a story in their field where they are not covered can wear on the reporting team.
oHow do I get good positioning or assurance that my news will get covered? Easy, exclusivity! Sources that pitch exclusive stories are always given preference for positioning and publishing because I know I am not going to pick up another publication and see the same story staring at me. (This issue alone includes two exclusive pieces that were given good positioning, can you find them?) When I say exclusive, I mean exclusive. That means you don't offer it to us and send to another publication a day later. You work with the reporter or editor and come up with an agreement as to when they will release the news once it is given to Credit Union Times. Again, we do this all the time and the smart sources have really benefited from this. Of course, exclusivity isn't enough, it has to be newsworthy, and that's another can of worms. What is newsworthy for a credit union, trade association or company–and something they may rightfully be very proud of–may not warrant major coverage in this publication.
What else helps positioning? Good artwork. Appealing, exclusive, color photos deserve to be up front so always think about art when you feel you have a dynamite story. Also, you should as a matter of PR practice have color logos and mug shots of your key players ready upon request.
oAre statistics or specific measurement numbers key to getting a case study-like story done? I cringe when I hear case study. Is there anything more boring? At the same time, a true story, not a case study, that delves into one CU's experience with a vendor is valuable if done right. That means it must have good statistics that back up the claims. It should have any good relevant milestone or timeline information to help the reader understand how long it took to reach certain performance measures. Ten-percent penetration for eStatements can be an impressive or unimpressive number. If it took five years to reach, not so much. If it took three months, oh yeah.
Also, don't be afraid to discuss costs and pricing! Why not? If a marketing campaign to build business cost $50,000 then say so. Where's the shame? If it was a business move you believed in, you shouldn't be meek about relaying cost information and this editor of course values it because the readers want to know.
Wow, out of space already and I haven't scratched the surface. Web stories, personnel changes, community-like news, controversial stories–there is so much more to cover. Look for part two later in the year. –Comments? E-mail pgentile@cutimes.com
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