Starting off on the right foot with the media leads to long-term relationships and exposure
Creating top-of-mind, long-term media awareness is all about relationships. And, as we all know, any good relationship is built on trust.
When you start thinking about reaching out to the media with your story, product or opinion, the first thing you should do is think about your target audience and what media is feeding those people their information. Watch their shows, read their articles, blogs and columns, and tune into their radio stations. The more homework you do, the more time you will save yourself down the road, and the fewer bridges you will burn in the end.
If you want the media to recognize you as a legit source for their stories, you have to approach them in a responsible way. Buying a media list or compiling names and e-mail addresses from online databases is not the proper way to do this. More often than not, this information is outdated and incorrect. In the industry we call it the "spray and pray" method; it often results in a lot of bounce backs and notes from angry reporters telling you to never contact them again.
These lists, however, can be a good start and may help you locate publications or shows you never knew existed. It's what you do with these lists once you have them that makes all the difference. Read through the lists carefully, visit Web sites and bios, and if you plan on contacting a member of the media on that list, make sure they will care about what you have to say before you click "send." If you don't, you are risking your success with that publication and the chance to be blacklisted on one of the many
PR spammer blogs out there.
If you are not sure who should be on the receiving end of your pitch or if your topic will be of interest to a specific reporter, pick up the phone and call them or drop them an e-mail. Reporters, although they will likely try to get you off the phone as quickly as possible, are much happier to set you straight than receive the 100
th off-topic pitch of the day. They respect the fact that you took the time to ask questions and, if they are not on deadline and can give you a few minutes, may even request more information while they have you on the phone.
When you are ready to make your pitch via e-mail, be sure to provide thoughtful, detailed information and links that the media can visit to learn more. Keep your communication as brief as possible, but give the reporter enough information to pique their interest. Weave in some details that will show the reporter you are familiar with his or her "beat" (the topic or issues they tend to address), show or column. "I'm an expert on this topic - call me" will not suffice. Your e-mail address will be blocked and you will never hear from this reporter. They will laugh at you, share your note with their colleagues and post it to "The Wall of Shame" in the break room. It's true.
When they first start dealing with the media, many experts and sources struggle with keeping their egos in check. You are a CEO, you have a doctorate and you've written a book, and the media should be clamouring at your door. Not true. The truth of the matter is that you are just another expert in a sea of sources, so you have to make yourself stand out from the crowd. Focus on what makes you different and remember, the media was not put on this earth to make you famous — YOU are here to help THEM.
By reaching out to the right members of the media, providing them with insightful, fresh information and treating them with respect, you can create a trusting relationship for years to come. The media will start calling you when they are working on a story that fits your expertise, they will share your name with their colleagues and your efforts will soon become reactive.
Labels: authors, entrepreneurs, expertise, media interviews, public relations, working with the media
MQW: How did you get started in writing?
Traci Bisson: I have always loved to write since grade school. About five years ago, I decided to get serious about writing. I joined a writer’s group at a local bookstore and started querying magazines with article ideas. I received several local writing opportunities for newspapers and magazines. With a portfolio of samples, I pitched a national magazine a few years later and received an ongoing paid opportunity.
MQW: You are a member of the networking site www.bookmarket.ning.com. Are there
other networking sites to which you belong?
Traci Bisson: Networking online is quickly becoming an entrepreneur’s best friend. I have found that LinkedIn and FastPitchNetworking are also great sites to belong to.
MQW: Explain the objective of your web site www.bissonbarcelona.com?
Traci Bisson: Our website was created to help educate and inform prospects and clients about what we do and offer. In addition, we have established a podcast library of interviews with experts offering tips and advice on many topics. Our experts and professionals page also serves as a resource for media seeking sources for stories.
MQW: What does you blog specialize in on your web site?
Traci Bisson: Our blog is another resource where we offer tips, advice and any useful information we find that would help authors and entrepreneurs increase their understanding of how to work with the media.
MQW: You have over 12 years of marketing experience. What advice can you give
new writers?
Traci Bisson: Write because you love the craft. Don’t write because you feel it will make you rich. If you want writing to be more then a hobby, develop your image as a writer and the opportunities will come.
MQW: You have a long list of media exposure. Is it sometimes difficult to get the media to recognize an author and his/her expertise? What advice can you give to help other writers not get discouraged?
Traci Bisson: Yes, at times it can be difficult to get the media’s attention. The best advice I can give writers is to make sure they understand the publication or radio show or TV program they are pitching. This will ensure their information is relevant to what the media is looking for. Don’t assume you will be on Oprah just because you have written a book. Create a plan of attack for working your way up to large national media coverage. If you have no media experience, start with your local newspapers and community access TV stations. This will give you the experience you need to work up to regional and national media. Create an online media room for your website and highlight your media success. This builds credibility for the larger media you seek.
MQW: How does your newsletter help other writers and what type of information does it contain?
Traci Bisson: Our newsletter has proven to be a useful resource for authors and writers. We have been sending this via email to our database for over two years. The newsletter contains publicity tips and advice from our publicists. We also send updates on upcoming seminars, teleseminars and new products and services. It helps writers by providing information and articles about the literary industry.Labels: authors, marketing, publicity, writer resource
I subscribe to many sources of online news. I particularly like the simple and thorough information I receive from startupnation.com. This week, I received an article about 7 Steps to Successful Public Relations. Their advice is to:- Create an Action Plan
- Research the Media
- Develop Story Ideas
- Prepare a Media Kit
- Write a Press Release
- Contact the Media
- Get the Word Out
This action plan is one of the best examples I have found that is easy to understand and follow. I invite you to read the article and add your comments to our blog.
Labels: action plan, authors, entrepreneurs, media, public relations
Join us Tuesday, August 28, 2007 from 2:00pm - 3:30pm EST for an informational teleseminar about "How to work with the media". The cost is $35.00 (plus the cost of a long distance call). Registration is limited so sign up early!
So, you have a great story idea or event to promote, but you don't know where to begin. Or maybe you wrote a press release and called the media, but they haven't called you back. How do you get started and/or where did you go wrong? During this teleseminar, publicist Marci Hait, a former newspaper editor, will discuss formulating story ideas and press releases that will grab the media's attention, as well as the etiquette involved in pitching the media.
Participants of this teleseminar will learn how to:
- Formulate attractive story angles
- Write professional press releases
- Find media contacts for their target audiences
- Pitch the media with the appropriate etiquette
- Follow up with journalists whom they have contacted
- Present themselves during interviews
- Maintain relationships with the media that will help them in the future
The most important aspect of working with the media is making sure you are targeting the right journalists and editors for your subject matter and that you are doing so in a professional and respectful manner. This is especially important in this day and age, as many media outlets are understaffed and journalists have less time to field your story ideas. Therefore, getting your release and pitch correct the first time around is the key to success.
This teleseminar will provide you with the confidence and tools you need to pitch the media and, ultimately, secure press release placement and interview opportunities. Take this opportunity to learn the media ins and outs and pick a former editor's brain.
Registration is limited so sign up early!
Labels: authors, educational, entrepreneurs, media, teleseminar
