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Public Relations: Working with the Media
What's Important There’s really nothing quite like seeing your name in print. Getting coverage in a local newspaper (or, better yet, in a national magazine or on television) is something that will get everyone from your mom to your market talking. Press in many ways is much more powerful than paid advertising, in that it is immediately accepted as being true, has a long shelf life (meaning that you can frame it, post it on your website and keep copies in your files forever) and it is free. Getting covered, however, requires a good understanding of how media professionals work. The first thing to know is that by and large, media pros are some of the hardest-working people in the world. Think having to get a proposal in next Thursday is tough? Try doing the equivalent of that and more every single day! It’s called “being on deadline,” and it drives the priorities and interests of media everywhere. Media have the task of constantly sweeping the market for news to print or produce. Some news is obvious, but the bulk of the news they have to find. Herein lays your opportunity to help – and we genuinely mean help – busy media pros get news that they can and will cover about you.Things You Can Do Getting your company covered in the news can be done if you follow these steps:
- Hire us. You really shouldn’t try this on your own. (just kidding – sort of)
- Find the publication that is most relevant to what you do. Is it a trade journal or a local daily? If the publication doesn’t cover what you do, obviously you will get no response.
- Once you find the publication, read it. Specifically read coverage that is similar to what you do or has an interest point that might also apply to you, such as creating jobs or inventing something new.
- Note who the reporter is and then look up more articles written by that reporter. What you are doing is gaining an understanding of what interests that reporter.
- Call the reporter and very briefly introduce yourself and state something to this effect: “Mr. Smith. Bob Jones here with BOBCO. I enjoyed your recent coverage of SAMCO and am calling to ask if we might send over a one-page summary of our national recognition of BOBCO’s new product. What’s the best way to send that to you? E-mail, fax or would you prefer mail? Thank you, and do you mind if I call back on Wednesday to see if the information might fit into a future story? Thank you and please feel free to call me at 888-888-8888 or bob@bobco.com. I appreciate your time.”