Media Training 301 — Become A Partner, Not A Player

Business owners should strive to attract public attention as part of their comprehensive marketing plan. However, aside from writing and sending press releases, there are various other strategies to obtain free publicity for your business. Your objective is to cultivate a close relationship with the media and establish yourself as a reputable and knowledgeable source within your field.

It takes time and effort to occur, and it’s not a coincidence. It necessitates patience, thorough contemplation, and a strategic approach. You can achieve this without spending much money or outsourcing the task.  Before you can start creating a buzz and building a successful publicity campaign, you need to know three things:

 1. Why do you want publicity in the first place?

Are you trying to build credibility? Let people know about your product or services. Create or strengthen your business’s brand?

 2. What is your message?

When putting together your publicity campaign, you need to know what you will say and how to say it to achieve your ultimate goals.

 3. What type of coverage are you looking for?

(There are three types: Newspaper/visual, radio/audio, and Television/optical/audio). Which is best to get your message out of these three types? Once you know where you want to end up, the next step is to create a roadmap that will get you there.

 A famous saying perfectly illustrates what you want to achieve: The act of making a sign announcing the upcoming arrival of the circus at the fairground on Saturday constitutes advertising. One can advertise or promote something by attaching a warning to an elephant’s back and strolling around town. The elephant will attract considerable attention if it passes through the mayor’s flowerbed. 

  Public relations entail the ability to evoke laughter from the mayor. If you coordinate the elephant’s walk, that falls under the marketing category.”  Here are the “insider secrets” that will help you become a partner and build a solid relationship with the media to “plan the elephant’s walk” for your business.

 1. Do your research before writing your first press release.

Think about your story. Who is it going to affect, interest, or impact? Is it strictly of local interest, or can you hook it to a more significant event or happening? Is it a one-time event, such as your grand opening, a special occasion, or a milestone? Is it part of an ongoing effort?

 2. Create your own “hot list.”

Now, determine which media sources will most interest your story. Start locally. Think of your local newspapers, television, and radio stations. Include your local public radio station, college stations, and any others that provide news stories in your list.

(Special Note: If your story ends in fifteen minutes, remember organizations that publish newsletters! Think about your local Chamber of Commerce or organizations whose members or clients could also become your customers!)

 Then, think even further outside your “circles of influence.” National affiliates like APR may have stringers or offices nearby if you live in an urban area. Include those in your list. Now, look at online sources. Be thoughtful here. Don’t just send a press release to everyone.

Sure, it may get published online, but it may also get dumped into a news bin on a thread that is never seen or read. In addition to the hundreds of news sources, think about your affiliations. Are you a member of a national society or organization? If it is relevant to your story, mention that you’re a member, and then send them a copy of the press release!

 3. Make it personal.

Now that you know which media sources to which you will send your press release, get on the phone. Find the name of the person you need to send the press release to. (This is a step many people skip over, but take my advice and don’t because it’s one of the most important!) Remember the word “relations” in “public relations.”

Building any worthwhile relationship takes time and effort. You have to give something to get something. Talk to the reporter or editor personally. Please introduce yourself and tell them you will send them a press release. (If you’re inexperienced at this, you can use that as an introduction and tell him you want to start on the right foot).

You want to find out the following information:

 – The correct spelling of their name.

 – How they prefer to receive the press release — faxed or in the mail.

 – How far in advance do they prefer that you send the press release?

 Always make sure to ask what their deadline is. If faxing your press release is okay, get the fax number and determine if you should address the cover sheet to the reporter or someone else.

 DO NOT CHAT. It is not a social call. You are calling to get information, not a date. (Tricks of the trade: Get your Rolodex or PDA out while talking to the reporter. Not all of the pertinent information, so you’ve got it for the next time. Kindly provide the date and motive for the press release on the reverse side of the card or within the memorandum area.

 4. Once you’ve found your contact person, stick to them!

Unless otherwise instructed, never send the same press release to more than one person in any organization or publication. Making mistakes or plagiarizing information may cause people to doubt your integrity, potentially erasing trust.

 5. Follow-up.

Within a day or two of sending your press release, call and ensure they received it. If not, be calm and pleasant, and say you’ll send another one. Re-check your contact information and ensure you have the correct address, fax number, etc. And then send it right away. 

 6. Never send a press release on the day of your event.

It makes you look unprofessional, and you probably won’t get covered. The exception to this rule is when you’re meeting with journalists to disclose crucial information that will significantly impact numerous individuals. Always plan and give the media as much time as possible to decide how they will cover it.

 7. Know Their Deadlines.

I can’t stress this often enough. EVERY TIME you talk to a reporter, ask what their deadline is.  When submitting an article or a press release to a magazine, call first and ask about submission deadlines.

And then make sure that you send it in with time to spare. Mark the deadline on your media info sheet or your Rolodex, but check back with them periodically because changes do happen.

 8. Keep your promises.

If a reporter calls you, and you don’t know the answer to a question, or he needs something you don’t have, but you promise to get it — do it. Always follow through and do what you say you will by their deadline.

 9. Be professional.

Offer to act as a liaison if the reporter needs to speak to others in your organization or industry and volunteer to provide additional research or background information. Put together an online pressroom on your Website and offline media kits that you can send along with your press releases or when needed.

 10. Remember what your mother taught you.

Be polite. Say please and thank you. If you read an article that a reporter has written and you liked it, send a handwritten note and let them know. Be willing to provide information, resources, or background material even if it doesn’t directly benefit you. Building a solid relationship is about more than selling more widgets; it will pay off in the long run.