When you call reporters to make your pitch, you are likely to hear a recording that sounds something like this, “Please e-mail or fax your pitch. I will then take a look at it and if I’m interested, I will call you back.”
You get the impression that reporter gets so many press releases that he or she simply does not have time to talk.
So you deliver your press release. Then what? You wait. In fact, you might still be waiting while you are reading this!
But your competition got their story published because they have a personal relationship with the reporter. How do you establish that kind of relationship if the reporter doesn’t have time to talk, much less meet with you?
Genuine news
Offer real news. Make sure your press release is about something new and different. Congratulatory press releases will turn a reporter off.
Make an effort to meet with the reporter. Even if you think the reporter does not have time, you never know unless you try. Chances are, if you offer genuine news that relates to the reporter’s beat, you will get your audience.
Research and get to know the publication. If you are attempting to meet with a reporter from a trade publication, find out what it is all about before you meet. Reporters don’t like to have to explain it.
Be aware of deadlines
Don’t call when it’s close to deadlines. Know the reporter’s deadline and contact them many hours before. Normally, early in the morning is the best time. Keep in mind that television reporters have several deadlines because they have several newscasts to work with.
Put a human face on your stories. Don’t tell the reporter how your association benefits from your story; tell the reporter how his or her audience benefits. That reporter must answer to his or her reader/viewers/listeners. When you shape your association to meet the needs of that audience, you are taking a giant leap in establishing a personal touch to your relationship with the news media.
Knowing the reporter personally is ideal, but not always possible, particularly if you are pitching national or international media. It is possible to have an excellent personal relationship if the reporter knows that you offer genuine news and will not mislead them into thinking a story is worthwhile when it is not.
Remember:
- Offer real news.
- Try to meet with the reporter.
- Know the publication before the meeting or pitch.
- Don’t call close to deadlines.
- Put a human face on your pitches.
Al Rothstein is a media trainer and consultant with Al Rothstein Media Services, Inc. For information, call (800) 453-6352, mediabrain@rothsteinmedia.com. Visit our web site at www.rothsteinmedia.com.
