Blog
11.17
Back to the drawing board: Building media relationships
I love the “Ask the Expert” section of USA Today, especially a recent post about tips for getting publicity and credibility.
I’ve blogged about this once before, but it’s time to get back to the basics once again and discuss how to build successful relationships with key media.
- 1. Think like an editor: These days media are busier than they have ever been. With the economy has come layoffs upon layoffs, so give the media a break and don’t send pitches that read like a book. Steve Strauss with USA Today suggests crafting a pitch that’s quick and easy to understand. He goes further to say a more informal pitch via e-mail is far more likely to catch his eye than a boring press release.
- 2. Don’t send mass pitches: Take the time to address each pitch personally, even if you don’t have time to craft original pitches for every single outlet. However, it’s important to note that my most successful pitching has come when I took the time to thoroughly read a reporter’s work and come up with a pitch idea that will really be of interest to them and their readers.
- 3. Look to create news, not just publicity: Use your creative side and craft stories that are newsworthy and have a purpose when pitching a reporter. I spent much time in my young career sending crap to reporters that either led them to ask to be removed from my list or never covered my client.
- 4. Kill them with kindness: It’s important to sound friendly and confident whenever pitching reporters. Stand your own and be a resource, making it easy for the reporter to follow-up.
- 5. It’s not all about you: Help reporters with other stories that don’t involve you. I guarantee they’ll like you more for it and will keep you top-of-mind for your clients when they are writing a relevant story.
You have the tips…now go get ‘em!
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