Local business owners learned how to recognize newsworthy stories, work with journalists, and make better use of local media during the Greater Minden Chamber’s October 13 Breakfast with the Experts program.
The session, “How to Pitch Your Business to Local Media,” brought together representatives from four area news outlets to discuss what makes a story worth covering, how to submit information, and the importance of building relationships with local journalists.
Panelists included Lynn Vance of KTAL NBC 6, Mark Chreene of KASO/KBEF Radio, Bonnie Culverhouse of the Webster Parish Journal, and Amber McDown of the Minden Press-Herald. Katie Tippen moderated the discussion.
One of the central messages was that businesses should not overlook the newsworthy activities happening in their everyday operations, particularly those that benefit the community.
Panelists encouraged business owners to share information about charitable projects, anniversaries, community events, and other developments with a clear local connection.
Vance suggested that business owners also make themselves available as experts in their fields. For example, a technology professional could offer information about emerging technology, while a medical professional could provide seasonal health advice.
McDown emphasized the importance of local connections, noting that even stories taking place outside Webster Parish can be relevant when the people involved have ties to the community.
Chreene said businesses should distinguish between information that benefits the community and announcements that primarily promote a product or service. While both have value, the latter may be more appropriate for paid advertising.
Vance encouraged business owners to submit information even when they are uncertain whether it qualifies as news.
“If you’re not sure if this newsworthy, just send it,” Vance said. “Because that’s our job — to decide whether it’s news worthy.”
Another recurring topic was the importance of providing information well in advance of an event.
Chreene recommended sending announcements at least two weeks ahead of time, preferably a month, allowing media outlets opportunities to promote events as they approach.
Vance suggested contacting television newsrooms about a week before an event, followed by a reminder approximately two days beforehand.
Panelists agreed that assuming journalists already know about an event is a common mistake. With numerous activities taking place throughout the community, even established annual events can be overlooked if organizers fail to notify local media.
The discussion also addressed what information businesses should include when contacting news outlets.
McDown encouraged business owners to provide the basic facts — who, what, when, where, and why — rather than worrying about preparing a polished press release.
The reason behind an event or announcement, she explained, often provides the most interesting part of a story. Including a quote from someone involved can also help journalists develop the information into an article.
Culverhouse said she frequently follows up with businesses to gather additional details and quotations, emphasizing that turning information into a news story is part of a journalist’s job.
Chreene agreed, encouraging businesses to provide contact information for someone who can answer questions and offer additional insight.
For television coverage, Vance suggested that businesses consider providing photographs or video footage, particularly when news crews cannot attend an event. She noted that staffing limitations and travel distances can make covering every event in person difficult.
Chreene added that photographs and videos can also benefit radio stations, which increasingly distribute news through websites and social media in addition to traditional broadcasts.
Panelists also discussed the distinction between editorial coverage and paid advertising.
Vance explained that businesses have control over the content of advertisements they purchase, while journalists maintain editorial control over news stories.
The panel encouraged businesses to consider multiple advertising and publicity outlets rather than relying exclusively on social media.
Chreene cautioned that posting information on Facebook does not guarantee that everyone in the community will see it, even among people who use the platform.
Panelists also emphasized the importance of maintaining relationships with journalists throughout the year, rather than making contact only when a business needs publicity.
Chreene said relationships between businesses and local media are especially important in smaller communities, where journalists and business owners frequently know one another personally.
Culverhouse shared the example of a longtime local business celebrating its 90th anniversary. Although the owner initially expected to purchase advertising, the milestone provided an opportunity for a news feature because of the business’s history and connection to the community.
The panel concluded by encouraging attendees to communicate regularly with local media and take advantage of opportunities for both advance publicity and follow-up coverage.
The Chamber’s Breakfast with the Experts series will continue Tuesday, November 10, with “The Power of Business Storytelling,” featuring DJ Thomas of Red Wolf Media.
Thomas will discuss practical ways businesses can use storytelling to connect with customers, including writing effective social media captions, creating short videos for platforms such as Facebook Reels, YouTube Shorts, and TikTok, and showcasing employees to build customer trust.
Networking will begin at 8 AM, followed by the presentation from 8:15-9:15 AM at the Greater Minden Chamber of Commerce, 110 Sibley Road.
Admission is $10 for Chamber members and $15 for nonmembers. Breakfast and coffee are included. Space is limited, and advance reservations are encouraged.
