How to Become a Valuable News Source
By TINA L. PUGLIESE, APR, Pugliese Public Relations
If you want generate publicity for your business, you need to know how to work with the media, specifically, how to become a valuable news source. Here are some ways to get on the media’s radar screens:
Understand That the Media Owe You Nothing
It is not their job to sell your book, draw a large audience for your speaking engagement, get you a consulting contract, or help you sell your products and services. Rather, it is their job to publish newspapers and magazines—in hard copy or online—that will entice people to subscribe, and encourage advertisers to spend money on ads. The radio and TV media need to book compelling, controversial shows that draw listeners and viewers to boost ratings, and thus increase advertising revenues.
Be Accessible
If a reporter calls you, return the call within 15 minutes, if possible, even if you don’t know what they want. Wait a day or two to return a phone call and you might miss your chance to be in their story or on their show. Be sure reporters have your office, home and cell phone numbers.
Make it Easy for Reporters to Do Their Jobs
That means offering background material that might help, such as a print or electronic media kit. It means scheduling interviews during times that are most convenient for them, not for you. It also means asking every media person you meet, “How can I help you?”
Keep All Promises
If you promise an editor you will submit an opinion column by a certain date and that it will be the 500 words she has requested, keep your promise.
Stay in Touch Regularly Without Being a Pest
It is okay to call or e-mail media people once every few months. Any more than that—unless you have something really valuable to offer—and you might be branded as a pest.
Understand That “No” Means No
If the media aren’t interested in your idea, don’t try to change their minds.
After an Interview, Don’t Ask a Reporter if You Can Read the Story Before it is Printed
The answer will be no—at least from most reputable publications. It is perfectly acceptable, however, to ask the reporter to read your quotes back to you. Most reporters will agree to do this.
Don’t Agree to be Interviewed, Then Cancel Because You Changed Your Mind
The reporter will never call you again.
Suggest Follow-Up Stories to Reporters Who Cover You
The media love to tell readers “the rest of the story.” If, for example, a newspaper reporter writes about your new book, and the book later is featured on Oprah, be sure to let them know.
Don’t Give the Media Gifts, Either to Entice Them to Cover You or to Thank Them for Coverage
Many media outlets have ethics policies prohibiting reporters from accepting items of value. Holiday greeting cards are fine, however. And thank you notes after you have received coverage are much appreciated.
Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual—A Guide for Entrepreneurs. She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com. Her web site is www.PugliesePR.com.
Article excerpted from e-book, How To Work With The Media, by Tina L. Pugliese, APR.
