How National News Decisions Are Made

Key Insights for Pitching Stories to the Marketplace

The Importance of a Good Story

Marketplace, produced by Minnesota Public Radio and distributed by Public Radio International, reaches more than 7.6 million listeners weekly. It’s one of the most sought-after platforms for public relations professionals seeking exposure for their executive clients. Recently, the Marketplace team shared insights on what makes a good story.

What Makes a Good Story?

When looking for a story, Marketplace asks several key questions:

  • Is the topic timely?
  • Does it offer a fresh perspective?
  • Is there an obvious narrative thread?
  • Does it resonate with the listener on a human level?

A new book might be a good hook for an interview, but only if the book fits these criteria. The story needs to be more than just new; it should offer genuine value to the audience.

How to Pitch a Story Idea

When pitching a story idea to Marketplace, it’s important to keep the pitch short, descriptive, and engaging. Provide a clear idea, who can speak on it, and their relevant background. With the high volume of pitches Marketplace receives daily, brevity and clarity increase the chances of the story being considered. Editors read all pitches but may not always respond due to the large number of submissions.

Relevance and Timeliness of a Story

Since Marketplace is a daily program, it focuses on timely and topical news. While national relevance is often prioritized, international stories are also considered, especially if they can relate to national topics or impact the U.S.

Common Mistakes in Story Pitches

One of the biggest mistakes is sending lengthy, multi-page pitches. The most effective pitch places the key point at the top, without burying it in later paragraphs or attachments. Keep the pitch concise and direct, and be sure to include any relevant current events or news hooks.

Pitching Volume and Selection

Marketplace receives about 100 pitches daily, but only one of those stories is likely to be selected for production.

Tips for CEOs During Interviews

Marketplace’s audience is diverse, with listeners from various fields, so CEOs should avoid using complex business jargon. Instead, they should focus on explaining their business practices in clear, simple terms. Avoid overwhelming listeners with numbers; instead, focus on telling a story that is relatable and engaging.

Business Stories in Radio vs. Other Media

While great stories can work across different media, radio stories, in particular, must have a human element. Complex theories and business language don’t translate well over the radio, but a human story can engage the audience more effectively.

Memorable Interviews

The best interviews are often about more than just the topic—they are about the person and how they can communicate complex ideas in relatable terms. A recent interview about securities law was particularly memorable because the guest made a complicated subject accessible to everyone.

Conclusion: Focus on People, Not Numbers

Good business stories, especially for radio, are about people, not dry numbers or theories. By focusing on human dimensions and making the story relatable, your chances of getting media attention increase dramatically.