While researching story banks for my last post, I came across a “media tip sheet for advocates” from FamiliesUSA. This tip sheet is titled, “The Story Bank: Using Personal Stories as an Effective Way to Get Your Message Out.” Using this media tip sheet I have written up a step by step process for using your story bank to build relationships with reporters. The way a story bank helps you build relationships with reporters is by helping you quickly find stories to give reporters when they need them. Once you develop the reputation of being quick and reliable reporters will continue to ask you for help with their stories.

You want the reporter to use your information, but it is okay if he doesn’t use everything. Don’t get discouraged if you don’t have the perfect interview. He may be able to use your background information. Any of your information the reporter uses is great. He is sending a message to a lot of people and using your information to build the message, which is better than background information from your opposition.

When you start talking to a reporter you need to know what he is looking for, so you can find the correct story in your story bank to pitch him. You need to know what type of story he is running, what geographical requirements he has, what type of interview (phone interview, camera interview, in person interview, on-site), any other specific information he is looking for (age, occupations). Don’t waste the reporter’s time by giving him people or stories that fall outside of the scope of his story. The more information you get from the reporter the better.

Now that you have talked to the reporter and you know what kind of story he is looking for, you need to figure out what message you want to send. You want to pick a story that sends a specific message. The message should fit the scope of the story that the reporter is trying to write and that will have an impact on the reader. These first hand stories are supposed to influence your reader, by giving credibility or a face to your message. So, this story needs to invoke emotion from the reader.

Next you are going to call the reporter. Give him a brief description of the story and tell him why it fits into the story that he is trying to write. Keep an upbeat voice and remain enthusiastic. Once you have confirmed that the reporter is interested in using your story you can call the woman from the story. Do not call her before you have confirmed the reporter’s interest. You do not want to give her false hope that her story is going to be used.

When you call the person in the story you are going to tell her everything you know about the piece, the reporter, and how she fits into the reporter’s story. Then you need to prepare the person for the interview. Your job does not end once the connection between the reporter and the person in your story is made. You must also prepare her for the interview with the reporter. Some tips are to go over how the interview will be formatted, talk about potential questions, and give her any background information you have on the reporter including previous stories he has written. Make sure she feels comfortable throughout the interview process. You also want to go over what she is going to tell the reporter. You picked her because she has a story that sends a specific message therefore you want to make sure she communicates that message with the reporter. Go over her story a few times and highlight aspects of the story that you think will beneficial to tell the reporter. Another idea is to have her write down her story on note cards. These note cards will be helpful reminders throughout the interview.

Remind the interviewee that she should relax, speak slowly and that she does not have to answer any sensitive questions that she does not feel comfortable answering. If this causes the reporter to end the interview that is okay. She can also leave at any point that she wants. Finally, make sure you set up a time to talk to her after the interview. You want to know how the interview went and if it went poorly, how to better prepare future interviewees.

It’s your job to help the reporter but it’s also your job to protect the people who have contributed to your story bank. If someone complains about a reporter you need to confront that reporter. It’s important for the people in your stories to feel comfortable and protected by you or else they will not give you permission to use their stories.

Assuming all goes well you will have reporters that look to you for information and stories about specific topics and people that want to give you their stories to use. The hope is that once a reporter starts coming to you they will depend on you more and more. Therefore you are impacting what the reporter publishes.