Sometimes I've had an instant connection with media folks; other times, it
took years to build a relationship. Either way, my goal is to become a favorite
of the media. Why? Very simply, because people would rather do business with
people they like. And that can help me get more and better placements for
clients. So how can you become a media favorite?
1. Be available all the time. You should give the media your contact
information for days, nights and weekends. That's right--even weekends. The
press waits for no one. If you're available at all times, you'll become the
go-to person the media thinks of each time they need a source. If you're not
available, they'll move on.
2. Provide concise information. Media folks don't have a lot of time
for long phone calls or e-mails. Give them the facts in a few paragraphs in an
e-mail or on a brief phone call. You might even consider rehearsing your pitch
so it comes out clearly.
3. Research the media outlet you're pitching. I can't tell you how
many people tell me they want to go on Oprah and when I ask if they ever watch
Oprah, they say no. If they watched her show, they'd have a better idea of
whether their expectations were reasonable or not. Similarly, if you want to be
in a top magazine, pick up a few copies and get familiar with the kind of
stories they publish. Also, find out the demographics of the media outlet. If
the media outlet is targeted to women ages 30 to 50, its stories will be very
different than one for men and women ages 18 to 34.
4. Research the media person you're contacting. Do a Google search to
learn about your media contact. Read their articles, view their TV and radio
broadcasts, and read their websites and blogs. Basically, get familiar with
their material. This knowledge will enable you to mention that you liked certain
stories (who doesn't like a little ego boost?), and it'll help you determine the
kind of story you should pitch.
5. Send customized pitches. Sure, it's much easier to write a standard
press release and send it out to everyone, but that simply isn't effective. The
fact is, media folks prefer an individualized pitch that relates to them. And
while it takes more work, your chances of placement with customized pitches is
much greater.
6. Don't become a pest. First contact the media person by phone--just
remember to keep it short. If the media person is interested in the information
and says he or she will think about it, ask what date and time would be good for
a follow-up call. Usually, you'll be given that information. If you're told that
the person will call you, you can send a follow-up e-mail in two weeks.
7. Send samples, if appropriate. A former client who made cakes always
sent cakes with her pitches; they were relatively low cost and were always
requested, since decisions weren't made until the cakes were tasted. A high-end
jewelry manufacturer, however, probably wouldn't send samples.
8. Have great photos available. While TV has its own set of visual
requirements, print and online media outlets will want the following to be
available immediately upon request: a professional headshot of you (low and high
resolution) and professional photos of your products (low and high resolution).
9. Pick up your own copies of your articles or DVDs. Don't ask the
reporter for a copy--they'll be offended. Pick up the publication, or order a
copy.
10. Thank them. Media people, like all of us, enjoy a pat on the back
once in a while. At minimum, send an e-mail thank you. For real impact, send a
handwritten note via snail mail.