Four Idaho journalists shared insights into their industry and offered practical advice for public relations professionals during an Oct. 14 panel
By Malcolm Hong
PRSA Idaho Chapter Administrator
Key Takeaways:
Show, Don't Just Tell: Build trust by proactively pointing to public data and being transparent.
Localize the Angle: Frame business stories around broader community trends.
Build "Turnkey" Packages: Provide high-quality photos, pre-written briefs and quick quotes to reduce possible friction points.
Pitch the Person, Not the Press Release: Send brief, personalized emails directly to the reporter with access to credible experts.
Despite the challenges of misinformation, shrinking newsrooms and changing audience expectations, journalism remains a critical resource to help Idaho residents make informed decisions.
To help communicators navigate the evolving landscape of Idaho media relations, PRSA Idaho recently hosted a luncheon panel featuring prominent local media voices:
Gemma Gaudette, host of Idaho Matters on Boise State Public Radio
Christina Lords, editor-in-chief of the Idaho Capital Sun
Kevin Richert, senior reporter at Idaho Education News
Brenda Rodriguez, anchor and reporter at KTVB
The panel was moderated by board member Kelly Sasso, senior manager of global product and technology public relations at Micron. PRSA Idaho President Antonio Lima, APR, also attended and shared welcome remarks.
Building Trust Through Transparency
Lords explained that in an era where many people are skeptical and distrustful of journalism, it’s even more critical for journalists to explain how reporting works, how they verify information, use public records and handle confidential sources. For example, at the Idaho Capital Sun, reporters often link to public documents to help readers understand where they found their information.
Richert asserted that news organizations also show transparency when they’re upfront about who pays for the news people consume. When his employer, Idaho Ed News, started they were largely funded by the Albertsons Foundation. By proving to their readers that they weren’t just advancing their agenda, Idaho Ed News built credibility and trust among its audience.
Expectations That Journalists Have of PR Professionals
Due to shrinking newsrooms and limited resources, panelists emphasized the need for PR professionals to provide relevant story angles for their audience.
Rodriguez used the example of a PR professional pitching a business with a pumpkin patch. While media can’t favor one business over another, they might be interested in learning whether pumpkins cost more this year, how the harvest went or what customers are experiencing right now.
Gaudette encouraged PR professionals to avoid a generic press release and send a short email pitch explaining why their story idea matters and who is impacted. Because journalists receive hundreds of emails a day, it’s helpful to have a concise email with a compelling subject line.
Make a Reporter's Job Easier
Lords emphasized that a pre-packaged brief with a summary, quick quote, photos and links to additional resources can be particularly valuable for busy journalists. Because many smaller newsrooms often lack a professional photographer, offering high-quality photos can remove one obstacle to reporting on a story.
Gaudette and Lords shared that public relations professionals provide unique value when they can offer subject matter experts for potential interviews. Although not every pitch will become a story, journalists appreciate having access to credible voices.
Finally, panelists encouraged attendees to be reasonably persistent when pitching stories. Because journalists are extremely busy, sometimes even interesting stories get buried and a thoughtful follow-up can bring it back to their attention.
Relationships Matter
Panelists advocated that in the age of AI, human connection, relationships and critical thinking are more important than ever before. Building face-to-face relationships with local journalists and consistently acting as a helpful resource, rather than just pitching when you need coverage, is the key to long-term media success.
If you’re a PRSA Idaho member, you may reach out to idahoprsa@gmail.com to request a written transcript of the panel.