How to Get Media Coverage Through Storytelling: Leveraging the Power of Your Organization

Author(s)
Matt Charles
Edition
1
Copyright
2026
Pages
106
Book Type
Academic

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Paperback Book

$30.00

ISBN: 9798319743466
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Print Product

eBook

$28.00

ISBN: 9798319743473
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Electronic Delivery EBOOK - 365 days

CHOOSE YOUR FORMAT
Help Me Choose

Paperback Book

$30.00

ISBN: 9798319743466
Details: 
Print Product

eBook

$28.00

ISBN: 9798319743473
Details: 
Electronic Delivery EBOOK - 365 days

How to Get Media Coverage Through Storytelling: Leveraging the Power of Your Organization is for the individual or organization seeking to enhance their media relations through storytelling. Given the new media environment, media pitching and relationship building is a lost art that can provide a large return on investment by generating earned media that demonstrates an organization's credibility, as it does not pay for placement. Instead, the media choose to cover them through the story's merit and importance.

 

Research trends demonstrate that approaching media relations through the lens of storytelling provides optimal results, as we all love a good story. This book shows how to dig into one's organization to identify compelling stories and translate these into pitchable media nuggets with strong news hooks; locate the "right" media member that gives the reader the top chance to place one's story; and show how to maintain relationships and foster trust with media. Earned media is just that-it's earned. It doesn't cost anything and can propel one's organization to the next level with one perfectly placed piece or interview.

How to Get Media Coverage Through Storytelling: Leveraging the Power of Your Organization helps the strategic communicator achieve a number of key goals:

  • Learn how to identify compelling organizational stories to communicate to the media;
  • Demonstrate how to boil down and distill these stories into succinct media pitches to grab the reporter's attention and interest;
  • Articulate how to identify proper media representatives to whom to pitch to increase opportunity for coverage; and
  • Show how to form relationships and trust with reporters so they deem pitches credible and come to the reader when they need a story.
Matt Charles

Matt Charles is the former deputy spokesperson for the University of Virginia during and after the tragic Unite the Right rally in 2017, and many other crises. Prior to this position, he served the UVA Darden School of Business as director of media relations, helping the school earn a #1 ranking through his reputation management work. A frequent media spokesperson, crisis management/strategic communication professor and former New York City special investigator working sex and drug crimes involving children, he has provided training for the US Department of State, National Criminal Justice Command College and Drug Enforcement Administration, served on a working group for Washington, DC universities (Consortium 120) to combat gun violence, and has received Fulbright support. Professor Charles provides strategic counsel for institutions of higher education, government organizations, nonprofits, corporations, and small businesses and startups. He teaches, or has taught, for Georgetown University, the University of Virginia, American University, Northeastern University, the University of Maryland Global Campus, the University of Iowa, Rutgers University, the University of Florida, the University of Alabama and Purdue University.

 

How to Get Media Coverage Through Storytelling: Leveraging the Power of Your Organization is for the individual or organization seeking to enhance their media relations through storytelling. Given the new media environment, media pitching and relationship building is a lost art that can provide a large return on investment by generating earned media that demonstrates an organization's credibility, as it does not pay for placement. Instead, the media choose to cover them through the story's merit and importance.

 

Research trends demonstrate that approaching media relations through the lens of storytelling provides optimal results, as we all love a good story. This book shows how to dig into one's organization to identify compelling stories and translate these into pitchable media nuggets with strong news hooks; locate the "right" media member that gives the reader the top chance to place one's story; and show how to maintain relationships and foster trust with media. Earned media is just that-it's earned. It doesn't cost anything and can propel one's organization to the next level with one perfectly placed piece or interview.

How to Get Media Coverage Through Storytelling: Leveraging the Power of Your Organization helps the strategic communicator achieve a number of key goals:

  • Learn how to identify compelling organizational stories to communicate to the media;
  • Demonstrate how to boil down and distill these stories into succinct media pitches to grab the reporter's attention and interest;
  • Articulate how to identify proper media representatives to whom to pitch to increase opportunity for coverage; and
  • Show how to form relationships and trust with reporters so they deem pitches credible and come to the reader when they need a story.

Matt Charles

Matt Charles is the former deputy spokesperson for the University of Virginia during and after the tragic Unite the Right rally in 2017, and many other crises. Prior to this position, he served the UVA Darden School of Business as director of media relations, helping the school earn a #1 ranking through his reputation management work. A frequent media spokesperson, crisis management/strategic communication professor and former New York City special investigator working sex and drug crimes involving children, he has provided training for the US Department of State, National Criminal Justice Command College and Drug Enforcement Administration, served on a working group for Washington, DC universities (Consortium 120) to combat gun violence, and has received Fulbright support. Professor Charles provides strategic counsel for institutions of higher education, government organizations, nonprofits, corporations, and small businesses and startups. He teaches, or has taught, for Georgetown University, the University of Virginia, American University, Northeastern University, the University of Maryland Global Campus, the University of Iowa, Rutgers University, the University of Florida, the University of Alabama and Purdue University.