Your story is big enough for the news

By Dale Thomas Vaughn

I have worked with hundreds of small business owners to help them craft their publicity campaigns and get seen in major media like the Washington Post, New York Times, LA Times, Chicago Tribune, Glamour, Cosmopolitan and GQ, among many hundreds of other placements.

Every client, every student in my workshops, they all start out with the same basic problem: they think their story isn’t big enough to break into the news.

That’s the first hurdle you have to overcome. Just believing your story is good enough, big enough, and important enough to spend your precious time pitching the big media out there.

Here are the facts:

  • There are currently 3 million blog posts written every day on average. (Technorati)
  • More than 24 percent of Americans age 12 or older listen to podcasts monthly. (Pew)
  • Daily time spent reading a newspaper per capita is 17 minutes. (Statista)
  • Right now 271 million Americans listen to the radio each week. (Nielsen, Pew)

That’s a lot of media!

Every day there are hundreds of thousands of media curators who are looking for good stories to publish. They are in the business of finding good content for their audiences and pushing them out the door.

I’m an editor at The Good Men Project, a top blog that reaches 4 million monthly users, that’s comparable to and traffic levels. We publish 30-40 unique pieces of content every day. That means that every single day we are looking for 30-40 new stories. I get 10-12 pitches a day, and 99% of them are from publicists who haven’t looked at our site at all.

But every now and then a real pitch hits my inbox… and I LOVE IT. Someone who has read our site, put together a thoughtful story idea, and has written me an email cordially offering the content to our audience. That person gets my full attention, and they get published, because they made my life easier.

That’s the mind shift I ask my clients to make first - your publicity isn’t about you. Good PR is built on authenticity, not spin. It’s built on relationships, not brute force press releases. Stop the shotgun approach and start being laser focused about your targets.

That’s what I teach at my workshops at SCORE, and you can learn more about how to get seen in the media at my website:, where I actually offer a free webinar and media list of the top 100 US Newspapers.