Know the limits of your business enterprise. Communications that reach those outside your geographic area or industry will be unlikely to yield results. Determine your preferred audience and research their favorite publications. Next, write a strong story that will compel journalists working for these publications to take notice. Try to identify journalists who are in charge of specific features. Find out whether they prefer to be pitched on the phone or by email.
- Relationships matter. It is not enough to compile a list of reporters and email or telephone them. Develop relationships with reporters who cover issues and events that relate to your organization’s business. If they are busy working on another story or have deadlines to meet, another reporter may still get in touch with you.
- Make sure your pitch is not too long. If the reporter you wish to speak with is not available, leave a message so that you can be contacted later. If you initiate contact by email, do not expect an instant reply. Reporters have to respond to several emails daily. Additionally, attempt to determine whether you are contacting them at inappropriate times. Excessive persistence may damage your relationship irreparably.
- Include complete details about your company in your pitch, including your telephone and fax numbers and your company URL. Make sure reporters can check out your company’s website, since many reporters use the web to get acquainted with companies before returning calls or replying to emails.
- If possible, create an online newsroom on your company’s website. If effectively implemented, this can significantly boost your organization’s online image. Reporters can log on to your company’s website and visit its online newsroom to access your latest news and updates.
- A standard press release does not always work. Busy reporters often need to dig for important information in standard releases. Try using bullet points to break up and highlight crucial details.
- Follow up. Reporters receive many calls and emails, so it may be necessary to contact them again if you don’t get a response. A short and unassuming email is a good start.
- Take advantage of opportunities to pitch “breaking stories.” These are stories that have the potential to stir up the market. Carefully choose a publication to contact and mention that your story is “breaking news.” Chances are a member of the media will jump at the opportunity.
Effective Media Relations
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