Is it News?
Nonprofit Workshop in Delray Beach
Know How to Apologize
Identify and Anticipate Needs
Don't Try to Sell to Them, Because They Aren't Buying Remember that you're not trying to get the media to buy from you; rather, you're trying to get them interested enough in you and your company to want to share your stories with their readers. What you should be doing is creating relationships. Let them know who you are and what your company is about. This way, when you do send that newsworthy release, they know who you are, where you're from, and what you're about. Position yourself and others in your organization as experts in your field. Let the media know you are willing and able to provide knowledgeable background, explanation, and comments on specific products and services, or on your industry as a whole. That way, you'll become a reliable source rather than a pest that has to be managed.
Getting Media Coverage Getting media coverage or a mention of your new product or service can go a long way towards creating a buzz. Target both the local and national media as well as your industry’s trade publications. Often, the coverage you get in a trade publication will create the biggest buzz, as it’s read by all of your competitors and investors. The best way to get media coverage is to gauge the types of stories that are hot - current events, breaking news, the latest scandals - and tie your business in with them. Every journalist is looking for a different spin on the story of the day. If you can think of a way to present the story with a fresh angle, even consider using a human interest link, and associate it with your business or product, you’ll be watching the coverage come in!
Be Accessible Because reporters and editors work in such a deadline driven environment, it works in your favor to bend over backwards to adjust to their time constraints. If they are working on your story, their deadline is your deadline. In the course of your conversations, try to find out when their regular deadlines are so that you can (a) get information to them in a timely manner, and (b) avoid bothering them around that time.
Have a Good Story Whether writing a movie, a sitcom, an opera, a book or a news article, a good story must have certain elements such as a theme, a hero, and a beginning, middle and end, to make it compelling. Journalists recognize a strong story within seconds, so learn how to tell yours quickly and succinctly. That's good storytelling.
Sometimes it's difficult to summarize a new organization, new leadership or new technology in a one-page news release. If that's the case, it’s time to meet the media. Contact key reporters to schedule brief in-person or phone briefings to offer your expertise and discuss industry trends. This technique not only builds real relationships, it could lead to possible media coverage.