So, what can Juanita Q. Public do to get local reporters "in" on the VG storyline? A great deal, actually. Local papers, radio and TV stations all appreciate input from their target audience...you. Here are some strategies to help you reach out to them:
- Read, watch and write. Yes, that's right...pay attention to today's news stories--even the little ones--and you may find an opening to email a VG-related topic to a specific reporter. (Examples: A short piece on saving money in the face of the recession could be a nice prelude to VGs as a viable option for area families on an increasingly tight budget. A garden column on heirloom tomatoes could be used to segue into a larger piece on older local gardeners who recall the VG movement.) A simple email commending a reporter's recent work and suggesting how she might follow-up with another story will be even more effective if you include contact information for possible interviewees as well as a few good, relevant web sites/blogs that explain the VG movement in general. Email is the best mechanism through which to contact your target. Unlike a traditional letter or note, reporters can quickly click through the links embedded in an email. To demonstrate general interest in your topic, it can also be helpful or you to cite recent VG coverage (articles and op-eds) in other media markets. Remember, however, that you want to emphasize in your note how the VG phenomenon is (potentially) relevant within the reporter's geographic coverage area. And, basically, the easier you make it for a reporter to gather information and evaluate it, the more likely that you'll get some sort of action...even if they just pass it along to another writer. (Actually, all of the above can be said of national media outlets too, if you feel like making a larger push.)
- Send a letter to the editor. If you're good with words and can make a nice, quick letter (or email) articulating why a new VG movement is in order, try it. The technique is surprisingly effective at drumming up interest both in the media and in the local community. Obviously, such letters are more apt to be run if they're timely. Again, consider commenting on a recent story, if you can, and then bring up the VG notion. Or, with Memorial Day approaching, consider drafting something to remind your fellow readers of the commitment and patriotism folks showed in WWII by building their gardens...and gently remind them that there are some very good reasons why the VG concept should be revived. Thanks to technology, you can email your note online...just check the outlet's web site.
- Write your own article. But make a pitch first. If you're a better than average writer...you might make a pitch to an editor to draft an op-ed or research an article showcasing VG efforts in your area. In the initial pitch email (again, this is usually the preferred method of contact), the editor will want to know your basic idea, who you'd interview, photo ideas...and, of course, your credentials (yes, blogging can count). You probably know your local media well enough to ascertain if this notion--your DIY journalism approach--will fly. But it never hurts to ask. And you can always go back and try a letter to the editor down the road if your pitch falls flat. In fact, sometimes editors will turn down a story idea (because of space reasons or whatever) and then promptly suggest a letter to the editor instead. Put your pride aside and take the chance to write a persuasive letter.
- Host an event in your home or community garden...and invite the media. And then feed them. This is trickier, costlier and more time-consuming. And, frankly, it tends to be less effective than letter writing because reporters prefer exclusivity...and a dog-and-pony show with lots of other media folks in attendance can kinda seem...well...a big waste of time. That said, they might show up for the food anyway. (We journalists are a hungry lot.) However, if you've got some casual media connections already in place and think they might enjoy a cocktail and nibbles in your garden at moonlight...by all means. Go right ahead. It can't hurt. Be sure to follow-up with a nice, personal email after the event...preferably with some relevant VG links that they can explore on their own.
Those are the basics. Please let me know if they work for you...and definitely send a link if your story idea gets picked up.
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