By Heather C. Conover
Conover + Company Communications
One aspect of public relations, media relations, concentrates on obtaining third party endorsements that build credibility for a company and its brand. If you would like to see your company's story told; your new products announced; or your CEO featured in newspaper, magazine, television, radio, and on-line media, you're not alone. In fact, many reporters and editors are deluged with news releases, e-mails, faxes, and phone calls from public relations agencies and in-house public relations departments. With all this competition for airtime and editorial space, it's not easy to attract the attention of members of the media. Following are a few suggestions for improving your chances of obtaining the publicity your company seeks.
First, do your homework.
Be cognizant and respectful of a reporter's deadlines. Don't call during this time unless you have breaking news.
Get to know the publications and shows you're thinking of "pitching." What audiences are they targeting? Is there a good fit with your story and the demographics and subjects covered by the media outlet? Once you've determined which media outlets and reporters are most likely to cover your company's story, follow the stories covered by particular reporters. Get to know what each reporter likes to write or talk about and tailor your materials and "pitch" accordingly.
Your story should have a "hook." News and trend stories are compelling, amusing or off-beat stories and visuals are attention-grabbing, and stories that tie in to other news events can give your company an opportunity for publicity that might not otherwise be available. Reporters get tired of hearing the same pitch day in and day out. Don't be afraid to be creative.
If you've sent a news release or other materials to a reporter don't call to ask if the reporter received your materials. Instead, use the phone call to "sell" the reporter on your story.
Develop a relationship based on trust and cooperation with reporters. Don't make claims that can't be substantiated. Offer to help with background on other stories a reporter is writing.
Finally, don't give up. It can be a long process, particularly if you don't have a breaking news story. Staying in touch with reporters and offering stories tailored to their media outlet and beat will pay off.
Summer 2001 - Volume 11, Number 3