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 More often than not, this information is outdated and incorrect.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 100th 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
posted by Traci Bisson @ 11:00 AM
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