Pitching stories to the media
By Plus 50 Initiative Newsletter, Published June 8, 2009

Community colleges often consider purchasing advertising on radio stations to recruit students and raise awareness, but reaching out to the news media with a story idea is another potential recruiting tool. 

Laurie Clowers, director of public relations for Wake Technical Community College (WTCC) in North Carolina, provides the inside scoop on how she approached North Carolina radio station WPTF about covering upcoming courses offered through the Plus 50 Initiative, a national initiative for students age 50 and older administered by the American Association of Community Colleges.

Booking the interview involved a simple phone call to the person on staff at the radio station who arranges guests for the morning show. Clowers suggested the story idea to the guest booker.

“These days, the economy is the driving force behind many of the stories I pitch," she said. "I know that this radio station has an older listening audience, mainly professionals, so I thought Plus 50 would be a good fit. The producer agreed and was particularly interested in the re-careering class that was planned.”

It’s common for people to get a little nervous before an interview with the news media, especially if it is a live interview on the radio or on television. Clowers was a broadcast journalist for 20 years, and she has helpful advice for those with the jitters.

“I tell people at my college the same thing I used to tell people that I would interview," she said. "I tell them to pretend they are simply having a conversation. Pretend the TV camera is not there or pretend you are not on the radio. Just be yourself.”

You will also want review ahead of time a few of the key points you want to make during the interview. Don’t feel you have to know every minor detail about the college and the program, but know enough information to be able to answer questions intelligently and calmly. Remember, this is not a test. This is your opportunity to share about the programs you know the best.

“The beauty of radio is that you don't have to be concerned about what you wear or how you look and you can have bullet points in front of you during the interview,” Clowers said.

WPTF’s morning show host Scott Fitzgerald interviewed Martha Williams, dean of community projects and continuing education programs at WTCC. The interview previewed upcoming courses at the college and focused on the re-careering class being offered for plus 50 adults.

Williams described how the class was not your typical “how to write a resume course” and emphasized how the course had been tailored to plus 50 adults who are out of work.

Clowers said the interview went better than expected, and the radio show host inquired about other plus 50 programs. When asked how community colleges might improve their outreach to the news media, Clowers emphasized the value of building relationships with reporters and media outlets.

“My advice is to develop relationships with reporters through e-mail, phone calls and in person,” she said.

She also noted that it is important to contact the media only when you have a story to offer that is relevant and timely.

“You don't want to bombard reporters with useless pitches or too many press releases that clog their e-mail," she said. "You need to maintain a level of credibility so they know when you are pitching something, it's going to be something they will want to cover.”

Listen to WPTF’s interview about Wake Tech’s Plus 50 Initiative program.