PR Follow-Up Secrets By Anthony Mora Copyright Anthony Mora 2008 You’ve found your story, you’ve written a release, you’ve sent it to the appropriate media contacts and now you’re ready to follow up with the media. Welcome to the minefield. It's surprising how many people approach the media in a confrontational or threatening way - almost berating the media if they pass on a story idea. Remember editors and segment producers have thousands upon thousands of stories pitched to them every day. They don't need your story; they need a story that fits their audience. Your job is to make your story one that meets their needs. So don't demand they use your ideas. Don't try to bully the media or beat them into submission. Become a resource. Keep developing story ideas. These are people who you want as your allies. If you receive a "no," to a pitch (which I guarantee you, you will) remember that the no is not directed at you or even at your story, but at the angle you choose to pitch. Go back to the drawing board, develop a new, more compelling angle and after a month or so repitch the new idea.
I have tried to position my firm as a resource instead of a sales force. Go in with a bullying, used car salesman approach and you've already lost the battle. They don't need you. If you push them, they will make that absolutely clear to you. Media placement has nothing to do with fairness. I knew one person who used to call up editors and producers and angrily give them a piece of his mind whenever they ran a piece on his competitor’s product. The sad part was that his product was superior to that of his rival, but, because of how he dealt with the media, he was avoided like the plague. No one wanted to do a story on his product, because no one wanted to do a story on him. Don't waste your time trying to convince the media why you are right or trying to make a hard sale. Your objective is to meet their needs and, in turn, meet yours. You are working to build a professional relationship. Get them on your team and you won’t find a more valuable ally For further information visit:
www.anthonymora.com
PR FollowUp Secrets - To learn more about this author, visit Anthony Mora's Website.
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Anthony Mora
(Visit Anthony's Website)
Anthony Mora Communications, Inc. is a Los
Angeles-based public relations firm that
focuses in the areas of media relations,
image development and media training.
Anthony Mora Communications regularly
places clients in major media outlets,
including Time, Newsweek, Oprah, the New
York Times, CNN, the Today Show, the Wall
Street Journal and hundreds of other media
outlets. Through media placement, you are
not presented within the context of an ad
or commercial. You're not positioned as
an ad but as the news.
President and CEO, Anthony Mora, has been
featured in: USA Today, Newsweek, The New
York Times, The Los Angeles Times, The
Wall Street Journal, The BBC, CNN, E!
Entertainment Television, Entrepreneur,
Fox News, MSNBC, and other media. He has
written three books, the most the most
recent, a how-to on PR called Spin to
Win.
For further information visit:
www.AnthonyMor
a.com
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