As 1st person PR for your company, client or yourself, media relations is one of your responsibilities.
Our goal, as PR pros, is to establish a dialog and common ground with each medium based on its specific audience, its goals, and its needs and interests.
Thus, before calling or sending that release or letter…
- Research the media. Who covers your beat or subject and from what perspective? Which department or feature section does your new news fit into? Has the medium run a story before on your subject, and, thus, would your information offer follow-up? Why is this newsworthy to this particular audience?
- Write it. Whether you send a release or letter, make sure you open with the newsworthiness. (You’ll see more on my web site, PR Tips section.) If you’re writing a release, remember this: Your headline and your email subject line will, of course, have the newsworthiness in common. However, your email subject line should be no more than five to six words, otherwise you might be deleted before you are opened?! If you’re writing a letter, address it to the actual contact. By the way, some media prefer fax and even open U.S. mail submissions.
- Rehearse it. Now that you’ve done the research and writing, you must think through a potential phone conversation before you have it. Remember that reporters (editors or producers) are swamped and under tight deadlines. So, if a reporter personally answers the phone, you do not want to open with “Hi, how are you?” Instead, in one to two sentences, quickly introduce yourself, your organization, and the new news. Ask if reporter has a minute or two. If yes, briefly offer your information. If this isn’t a good time, ask if you can call again and send an email (offer subject line) as follow-up. Even if the reporter agrees to discuss your story now, she may not be interested in this subject. If you’ve done your prior research, then suggest another possible subject.
- If, when calling, you only get voice mail, then leave a brief but newsworthy phone message. Explain that you are also sending an email with such-and-such subject line.
Yes, this conversational approach is geared toward “traditional” media. However, the principles still apply to social media. Doing your homework helps you establish media relationships and increase your placements. Consider every conversation an opportunity to learn more.
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I do not post comments that are “selling” something, so do not take it personally.
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