1. Every reporter is a “key”
reporter. Reporters change jobs. I’ve seen
local weekly reporters go on to work for publications such
as The Wall Street Journal. If you make the mistake of ignoring
a reporter because they don’t work for an influential
publication, you may pay the price for it down the road.
2. Don’t ignore online publications.
Online publications are often looking for news. In addition,
many offline publications also have an online presence (Time,
The Wall Street Journal, Inc., for example). If you pitch
a story to an offline version when their online counterpart
just published a similar story, you’ll end up with egg
on your face.
3. Respect deadlines. Reporters are in a
critical, time-sensitive business. Nothing will kill your
chances for positive coverage faster than ignoring deadlines
or not being responsive enough. If you can’t make their
timeline, tell them quickly so they can get what they need
elsewhere; or, if it’s information for your company,
try very hard to get them someone to speak to who's been advised
on how to speak to the press.
4. Make/show your news to be newsworthy.
Just because your company came out with version 2.1.5 of its
product, doesn’t mean it’s newsworthy. Try to
find the “news” in your product or press release
and lead with that.
5. Humanize your quotes. If you’re
giving an interview or writing a press release, think quotable.
Don’t come off sounding stiff and formal and rehearsed,
though. Think in human terms, and try to find an analogy that
will be broadly understood.
6a. Know the publication and its target audience.
It’s important to do your research before pitching a
story or giving an interview. Read back issues of the publication
if you’re not a subscriber; find out about its readership
demographics. This will tell you the approach the publication
will most likely take, and will help you gear your materials
appropriately. Be sensitive to the publications that emphasize
the different points of view or product differences of you
and your competitors.
6b. Don’t trade one magazine against another.
Find a way to get different articles for each magazine—a
different angle, a different aspect of the same story. Pit
one against the other, and you'll end up losing the goodwill
of both.
 7.
Think long-term. Don’t expect reporters to
be there for you, printing your company’s news at your
bidding, then ignore them when you don’t have news to
push. Return the favor by supplying them with industry reports,
new sources and articles pertinent to their area of expertise.
Be a resource the media finds credible and helpful and you
will greatly aid your company when future opportunities in
your industry arise.
8. Share your sources. Give your reporters
referrals for background information. Make your clients and
customers available. Make your key personnel available. Create
an automatic “request and OK” of your clients
and customers to be referred for editorial contact. Offer
guidance and media training to your clients and customers.
At the very least, always provide a "cheat sheet”
with pertinent information if you will be referring a reporter
to them.
9. Know your competition. Know what your
competition is saying about themselves, and about you. This
will help you frame your answers and prepare your materials
to combat any negative perceptions a reporter may have about
your company or its products or services. Never say “there
is no competition” to a reporter. Suggest you have researched
the competitive area and today cannot find a competitive product,
but perhaps some company large or small is working on a similar
concept confidentially.
10. Follow up intelligently; don’t be a pest.
If an interview or press release requires a follow up, by
all means, do so. But don’t call to find out if your
press release has been received or when news might be forthcoming.
This is a major turn-off to reporters and editors alike.
11. Prepare all of your press materials according
to the magazine’s and reporters’ requirements.
If in doubt, ask. There’s nothing worse than learning,
just before press time, that your story was cut or compromised
because of incorrectly supplied content.
12. Be ethical. This is true for all your
public relations activities, not just media relations. Don’t
compromise your core values for short-term gains. It’s
just not worth it in the long run. You will be found out,
and you will compromise the reputation you and your company
are trying to build. (If you occasionally make a mistake,
admit to it and apologize for it.)
Article provided by www.realworldpr.com.
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