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Working with the Media First and foremost, no two media people are the same. Each editor, writer and reporter has different objectives, skills and personalities. They have unique styles of working, and, believe it or not, most are in it for the opportunity to correctly inform their readers. However, they also like seeing their name in the byline and certainly don't mind your help in giving them a story. When you target specific editors and publications, try to get to know as much as you can about them: their style, beat, deadlines, background interests, experience and information needs. The more you understand the publication you are pitching, the more comfortable it will be to approach a writer with an idea. Familiarizing yourself with media goes beyond reading a business audit report or a list of editorial departments. A strategic approach involves understanding how they normally approach a subject, and becoming familiar with what's already been reported. By doing your homework and efficiently targeting appropriate media outlets, you not only save their time, but yours as well. It's a win-win situation. For example, Time and Newsweek may not be interested in a story on the ramifications of broken lighting switches on industry production. However, Money, Changing Times, or Personal Investor may be very interested in the potential effect on investor's returns. Recognizing that a reporter's time is just as valuable to them as yours is to you will put you ahead in the game. Journalists simply don't have time to read voluminous material. Make sure you are well prepared and that your pitch is informative, to-the-point and never flowery. Build and share clip files. Keep articles on key topics as backgrounders that can help writers get up to speed. When making a call, ask the journalist if they are on deadline, if they have time to talk or when would be a more convenient time to call back. If you've got a great story, don't waste your time with generic press releases and press kits that lack exclusivity. If a journalist receives a press release, he or she probably assumes other journalists have received the same release. The media are highly competitive. Instead, personalize communications to editors and reporters to convey a sense of exclusivity. And remember.a picture is still worth a thousand words. Nothing compares to a photograph or even a chart when trying to focus a reader's attention on you and what you are saying. USA Today, the most widely read daily in the country, is built on graphics. Don't be afraid to go beyond the 9-to-5 and build a relationship with the media. Look at them as you would any other business contact. Invite them to events; feel free to do more than "talk shop" and network! Building off of your existing relationships with the media is easier than starting from scratch. Good resources educate the writer with facts -- so that the writer can then educate their readers on both sides of the question. Use perspective when presenting a story idea. You are not the only viewpoint. For credibility, make sure you know something about the subject of the article. If you don't know enough to comment try and find someone who does. The favor is usually paid back in spades. Also, know the day's news. The writer may ask you for your opinion. Make yourself the go-to-person on a topic. Offer to send internal memos, if possible. (Reporters, like most people, love to read information that was not for their eyes!) Make sure your idea interests a wide audience and not just yourself- you risk losing credibility and being labeled a self-promoter. However, calling when you don't need something and proposing a good idea that has nothing to do with your firm is a tremendous credibility builder. For example, if you see an industry story based on bogus information, take the opportunity to tell the reporter what he or she may have missed. Most important- be patient and persistent. It can sometimes take 3 to 6 months before some writers really listen to an idea. Consider exclusives carefully. While you may get immediate exposure, your overall exposure may be limited as a result. TV, Online, Trade Press, Print, Radio..How do I choose?! Sometimes it's smart to first concentrate primarily on print or online media - especially when immediacy is important. As far as other outlets, there are mixed emotions surrounding broadcast media (television and radio). Some feel it provides pizzazz and glamour, while others feel there's not much marketing value. That will be something you have to asses given your specific needs and projects. A great untapped resource is journalism's "ugly ducklings"- newsletters
and trade publications. While certainly not as glamorous as other
media outlets, they are among the most productive for generating
business. Remember, the majority of reporters care enough to want to do an accurate and fair story; they are not your adversaries. However, as soon as someone says "I'm a reporter!" you are on notice that anything you say is on the record - and could be attributed quoting you by name, title and company affiliation. It is okay to agree to talk, but set the ground rules first. If you want to go on record, tell them up front. If you don't want to be quoted by name, tell them you are only willing to be an "industry source" or "someone close to the deal." If you are worried about being identified, and you don't know the reporter, better to pass than risk exposure. Remember, even if you are off the record, the reporter can and will use the information you provide to gather more information or confirm it with another source. Ask the reporter to go over their notes with you at the end of the interview. In fact, set this as a ground rule before you even begin. This way you can go back and correct inaccuracies- before they're in print! Ninety percent of your success in an interview will depend on your preparation. Ask the reporter what they intend to talk about. They may not give you every question they are going to ask, but at least you can get a good feel for where they are coming from. Then do your research: when armed with explosive facts, even mediocre speakers can make passionate and accurate presentations. Write down two or three points you want to communicate during the interview. By making your points, you have more control over the "marketing effectiveness" of the result. To prep for a live press conference bring in cameras, lights, people with cellular phones, former journalists stepping on each other's lines, and sometimes, even cameramen yelling at their reporter. Why? When you encounter the same chaos at the event, you will probably be more relaxed. During the interview, take your time and think about the question. Formulate your answers and speak slowly. Give the reporter a context for your comments; spend enough time to be sure the reporter understands the broad picture. If you can't answer a question, say so, denying the obvious ruins your credibility. Also, keep your cool and don't insult the reporter or put them on the defensive. Remember- they have the final word.
Be aware of your body language. Before you even say a word, it can portray you to the press as credible and convincing -- or evasive and guilty. To present a positive vibe and get the reporter's attention, lean forward when you're talking and have your arms and hands open. Funny as it may sound, avoid sending signals like touching your ears (experts say it's a sign of deception), your face (you want to hide), and the back of your neck (Shows fear and that you want to get out of there). These experts may be full of it, but hey, what's to lose?
Bad news moves like waves, building slowly then cresting. If you find yourself riding the wave, take heart. In time, even bad news subsides. The secret in managing bad news is to take action in the first few minutes or hours of the first day. Don't hesitate. You can't hope to control bad news by being evasive. When something is wrong and it's your fault, send in the right spokesperson early - preferably someone who can be sincere and apologetic. If necessary have experts available to explain what happened, and how it will be corrected. Remember: the truth works best. Most people are uncomfortable fabricating a story. They worry about being caught and they usually don't fare too well on camera. Plus, the media pretty much know when they're being fed a line - and, not surprisingly, they resent it. Remember, these are just a few of the conclusions we have come to in our more than thirty-years in the business. They are not designed to be law, or written in stone and they are definitely still a work in progress. As we stated above, they are meant to provide you with a little understanding about the Fourth Estate that will make dealing with them a little less unnerving and hopefully a lot more successful. The above tips were compiled by |
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Neilly Associates, Inc.,
