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How to Communicate with Traditional Media Effectively
| Guest post by: Anthony Mora |
Article Overview: The first order of business when beginning a PR campaign is to figure out your stories. Study the media and what kinds of stories they cover, especially when it is a specific topic in which they interview an expert in that field to bring more credibility to the story. For example, if the media is discussing a top athlete’s recent injury and they need a doctor or pain specialist to comment on this, you could be that doctor.
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How to Communicate with Traditional Media Effectively
The first order of business when beginning a PR campaign is to figure out your stories. Study the media and what kinds of stories they cover especially when it is a specific topic in which they interview an expert in that field to bring more credibility to the story. For example, if the media is discussing a top athlete's recent injury and they need a doctor or pain specialist to comment on this, you could be that doctor. Notice which outlets discuss topics that are in your area of expertise. Once you have an idea of the media you want to pitch, and some stories you're ready to pitch, you can begin to take the following steps:
1. Write a press release. A one pager that shows your knowledge about the topic with a catchy, useful angle for the media.
2. Build a media list. This can be tricky if you don't have access to a database. Here are some databases to check out:
Cision
BurrellesLuce
3. Once you have a list of contacts, begin narrowing them down. Write a paragraph with a pitch about your story and attach the press release. Send it out!
4. Then begin Follow-up calls.
Some helpful tips when pitching:
How many people do you know that react well to hard sales techniques? Although hard sells might initially get people to react to them, they're certainly not the way to forge a long term working relationship. In fact, if you approach people with the used car salesman approach, chances are good that they're going to do their best to avoid you. The media is no different. When pitching the press, trying to hard sell your story is not the way to go. Remember, you are trying to position yourself as a media resource. You want the media to understand that you're on their side; and that you can help them meet their needs by giving them interesting stories. One way you are definitely not going to make your story seem appealing to a newspaper editor or TV producer by trying to push, or sell or bully a producer or editor to run a story.
This doesn't mean you don't try to get the best media coverage you can. If your story is hot or timely, and various media outlets are pursuing you, by all means, use that interest to your advantage. Inform the media outlets that there are others interested and that you need to make a decision as soon as possible. Try to negotiate the best coverage you can. But, even when you have piqued the media's interest, you never want to steamroller the media in order to land a story.
Always keep in mind that you and the media are both on the same side. Let the media know that you have an interesting story that meets their needs and that you are an expert in the field. Be persistent but not pushy; eventually the media will feature you. You can always threaten, scream, cry, and badger the media, but all you are going to do is alienate them. Plenty of people do these things every day, but those aren't the people you see featured in the media. Work with them, come up with interesting stories; position yourself as an ally. Become a part of the media's team and they'll work with you.
Copyright © Anthony Mora 2011
Related Articles2. Build a media list. This can be tricky if you don't have access to a database. Here are some databases to check out:
Cision
BurrellesLuce
3. Once you have a list of contacts, begin narrowing them down. Write a paragraph with a pitch about your story and attach the press release. Send it out!
4. Then begin Follow-up calls.
Some helpful tips when pitching:
How many people do you know that react well to hard sales techniques? Although hard sells might initially get people to react to them, they're certainly not the way to forge a long term working relationship. In fact, if you approach people with the used car salesman approach, chances are good that they're going to do their best to avoid you. The media is no different. When pitching the press, trying to hard sell your story is not the way to go. Remember, you are trying to position yourself as a media resource. You want the media to understand that you're on their side; and that you can help them meet their needs by giving them interesting stories. One way you are definitely not going to make your story seem appealing to a newspaper editor or TV producer by trying to push, or sell or bully a producer or editor to run a story.
This doesn't mean you don't try to get the best media coverage you can. If your story is hot or timely, and various media outlets are pursuing you, by all means, use that interest to your advantage. Inform the media outlets that there are others interested and that you need to make a decision as soon as possible. Try to negotiate the best coverage you can. But, even when you have piqued the media's interest, you never want to steamroller the media in order to land a story.
Always keep in mind that you and the media are both on the same side. Let the media know that you have an interesting story that meets their needs and that you are an expert in the field. Be persistent but not pushy; eventually the media will feature you. You can always threaten, scream, cry, and badger the media, but all you are going to do is alienate them. Plenty of people do these things every day, but those aren't the people you see featured in the media. Work with them, come up with interesting stories; position yourself as an ally. Become a part of the media's team and they'll work with you.
Copyright © Anthony Mora 2011
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Related Forum Posts
Re: Social Media Effectively?
- Thanks for your feedback. I am currently reevaluating my use of Twitter as I am the other major networks. Seems that while I have focused on social business networks and have a good presence there, I have not been using Social Media Effectively with the big networks.
Some of the better site tools include theses networks in evaluating your marketing strategy.
While I don't care for the Twitter limits, I can see that just by cleaning up my following's to focus more on business connections will help
Re: ANA Survey Says ...
- [quote="GT Bulmer":3tfz6j3x]Which discipline will offer your brand the largest opportunity for growth?
- 28% Social media integration
- 19% Grassroots, viral public relations
- 17% Traditional 30-second spots
- 16% Web advertising
- 7% One-page ads, newspaper/magazine
- 7% Direct marketing
- 5% Radio[/quote:3tfz6j3x]
Hi GT,
Interesting info you've presented! But what exactly is "Social Media Integration"?
Re: Kevin needs "social glue" ideas
- Hi,
I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing.
I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO.
Jeff
Can you tell me about 80/20 Sales Rule?
- I’ve a situation like this. I get 80% of my business from 20% of my customers, shouldn't I work harder on the 20%?
Communicate at least 4 times a year?
Special offers/vip sales?
Unexpected free gifts?
And if the other rule says I'm going to lose 20% of my customers every year (hopefully through no fault of my own), won't some of them my from my treasured 20% list?
Maybe I should work to move some of the 80% to the 20% so I can afford the loss?
The 80/20 Rule
- If the rule says I should get 80% of my business from 20% of my customers, shouldn't I work harder on the 20%?
Communicate at least 4 times a year?
Special offers/vip sales?
Unexpected free gifts?
And if the other rule says I'm going to lose 20% of my customers every year (hopefully through no fault of my own), won't some of them my from my treasured 20% list?
Maybe I should work to move some of the 80% to the 20% so I can afford the loss?
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