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Making Contact With Reporters And Editors
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Making Contact With Reporters And Editors For those pursuing public relations opportunities, this is not as alien as you might think. Just keep in mind that your PR goals differ from the “news” goals of the reporters and editors you will be contacting. You want to promote your business. Their job is to report stories that will be of interest to their readers and listeners, stories that often times contain conflict that they will pursue.
Do Your Homework We harp on this point often in this newsletter. It simply means be prepared. You wouldn’t make a sales call unprepared, so why approach a reporter that way? You are selling, after all. In this case, you are selling the idea that your business accomplishments are “newsworthy.” Being prepared means understanding what the reporters and editors of the particular media outlets you are contacting want. Meeting their needs increases your chances of getting through to them. First and foremost, you need to understand their deadlines. Magazines, for instance, may require information months in advance of publication. Local newspapers may only require a two-week “lead time.”
The Press Release Follow-Up Okay, let’s assume that you sent your press release well in advance of the publication’s deadline. (And the most important information was in the first two paragraphs and you did include your name, address and phone number.) Now it’s time to call. Each reporter or editor is different, but most will talk to you if they believe you have a story to tell that will interest their audience. The key is to make the contact as easy as possible for the reporter. After you’ve sent your first press release, call and make sure the reporter or editor has received it. Ask if he or she has any questions, and don’t be afraid to ask how he or she prefers to receive information in the future. Most reporters prefer to be contacted by phone. Some like email, some prefer faxes, and others will only take snail mail. They’ll let you know which is most convenient for them. Ask what type of information they would accept. If they know that you are sending them information they are interested in, they will be more apt to accept your calls, emails, press releases, etc. Also, be sure to ask what time of day they prefer to be contacted. Deadlines ravage their schedules. If you try to call them in the middle of their busiest time of the day with information that does not warrant their (not your) immediate attention, you will probably close a door to any future PR opportunities at least for the short term.
If You Get An Answering Machine Don’t be discouraged. Leave a short message about your press release. Leave your name and phone number. (A must.) If after a few days you have not been called back and you feel you must try to contact the reporter again, try one more time, but only one more time. Anything more than that and you end up making a nuisance of yourself. If you get the answering machine again, so be it. Just don’t try to call again about the same press release.
One More Thing Before You Get Started Be certain you want publicity. There is no guarantee that a reporter will report your story the way you present it. Like we said before, reporters often try to find conflict, particularly when they are working for national, regional and highly regarded publications. If there is information about your company that you don’t want to go public with because it might give your competition an advantage, for instance, don’t seek publicity. Stick with paid advertising, direct mail or other forms of marketing.
A Final Bit Of Advice Reporters are in the business of asking questions. When seeking publicity, consider yourself in the business of finding out the best way to work with a particular reporter. Ask. They’ll tell you.
The Marketing Partner comments and submissions to info@mpus.com. Previous issues are on our website at http://mpus.com/tmp/. Marketing Partners Incorporated 410.309.0596 Copyright ©2002-2011 Marketing Partners Incorporated, All Rights Reserved http://mpus.com/
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