presented by Victoria Fine, managing editor, Causecast The editors of online news portals scour the web seeking leads and stories to publish every day. Victoria Fine, Causecast managing editor, discusses how editors look for content and how you can increase the chances of your story getting their attention. Learn what types of content and media you should have publicly available, outline concrete next steps to make your content easier to find and generally more appealing to editors of cause-based news outlets, and understand how publishers choose stories and news.

1. MAKE THEM CARE
How to make your content more visible & appealing to cause-focused
media outlets (and everyone else).

2. Impact & Education

3. A day in the life of an editor

4. A day in the life of an editor
8-8:30 - Get coffee, check email, see what every other publication has published, publish
breaking news.

5. A day in the life of an editor
8-8:30 - Get coffee, check email, see what every other publication has published, publish
breaking news.
8:30-12:30 - Edit & publish 10-50 blogs, argue with front page editors to get our content
on front page. Check email.

6. A day in the life of an editor
8-8:30 - Get coffee, check email, see what every other publication has published, publish
breaking news.
8:30-12:30 - Edit & publish 10-50 blogs, argue with front page editors to get our content
on front page. Check email.
12:30 - 4:30 - Edit & publish 10-15 original stories, assign interns & editors stories, set
editorial schedule, patiently force interns to rewrite stories for fourth time, check email.
Also, lunch.

7. A day in the life of an editor
8-8:30 - Get coffee, check email, see what every other publication has published, publish
breaking news.
8:30-12:30 - Edit & publish 10-50 blogs, argue with front page editors to get our content
on front page. Check email.
12:30 - 4:30 - Edit & publish 10-15 original stories, assign interns & editors stories, set
editorial schedule, patiently force interns to rewrite stories for fourth time, check email.
Also, lunch.
4:30 - 7:30 Design splashes for next day, monitor social media, return confused blogger
phone calls/emails, work on longterm content strategy/internal paperwork/hiring new
interns (always), develop sources, maintain content partnerships, argue with front page
editors again. Check email.

8. Bad Pitches
Too fake.

9. Bad Pitches
Too niche.

10. Bad Pitches
Interested in Cisco Education Roundtable?
Too little information.

11. Bad Pitches
Too Local.

12. Bad Pitches
Too vague.

13. Bad Pitches
Too weird.
http://www.widepr.com/press_release/12879/artist_recycles_ww2_glass_eyes_to_help_the_blind.html

14. Good Pitches

15. Good Pitches
Feel authentic

16. Good Pitches
Feel authentic
Have a personality

17. Good Pitches
Feel authentic
Have a personality
Teach something

18. Good Pitches
Feel authentic
Have a personality
Teach something
Are newsworthy

19. Find Your Pitch

20. Find Your Pitch
“Come to Jesus” moment

21. Find Your Pitch
“Come to Jesus” moment
Expert advice

22. Find Your Pitch
“Come to Jesus” moment
Expert advice
Newsworthy opinion

23. “Come To Jesus” Moment
A powerful anecdote that illustrates why you are working for your
cause or why others should support it.

24. “Come To Jesus” Moment
http://www.huffingtonpost.com/mark-horvath/my-first-night-homeless_b_850145.html

25. “Come To Jesus” Moment
http://www.huffingtonpost.com/luke-whyte/what-its-like-to-spend-12_b_833843.html

26. “Come To Jesus” Moment
http://www.huffingtonpost.com/naomie-harris/being-teacher-jane_b_864400.html

27. Expert Advice
Share your successes and mistakes so others can learn from
them.

28. Expert Advice
http://www.huffingtonpost.com/aaron-hurst/how-to-open-31-offices-in_b_859407.html

29. Expert Advice
http://www.huffingtonpost.com/scott-harrison/failure-on-our-birthday_b_709303.html

30. Newsworthy Opinion
Valuable commentary that adds depth and insight into breaking
news of the day

31. Newsworthy Opinion
http://www.huffingtonpost.com/jim-ziolkowski/with-school-children-rais_b_852737.html

32. Newsworthy Opinion
http://www.huffingtonpost.com/brock-cohen/superman-public-school-reform_b_796284.html

33. How To Pitch

34. How To Pitch
Know your editor (and her audience)

35. How To Pitch
Know your editor (and her audience)
Don’t waste her time

36. How To Pitch
Know your editor (and her audience)
Don’t waste her time
Choose media outlets strategically and pitch the right stories at the
right time

37. Good Pitch

38. You’ve nabbed an editor...
Now what?

39. You’ve nabbed an editor...
Now what?
Be prepared for the story

40. You’ve nabbed an editor...
Now what?
Be prepared for the story
Have written work prepared or have personalities ready to speak as soon as possible

41. You’ve nabbed an editor...
Now what?
Be prepared for the story
Have written work prepared or have personalities ready to speak as soon as possible
Have media available on your site (or pitched with the story) and
have videos embeddable and easily sharable (and make sure they’re
legal!)

42. You’ve nabbed an editor...
Now what?
Be prepared for the story
Have written work prepared or have personalities ready to speak as soon as possible
Have media available on your site (or pitched with the story) and
have videos embeddable and easily sharable (and make sure they’re
legal!)
Have a simple & clear call to action for media and visitors

43. You’ve nabbed an editor...
Now what?
Be prepared for the story
Have written work prepared or have personalities ready to speak as soon as possible
Have media available on your site (or pitched with the story) and
have videos embeddable and easily sharable (and make sure they’re
legal!)
Have a simple & clear call to action for media and visitors
Have a greater goal for the publicity and use your own media
resources to act upon it

44. Your Turn.