The Top Ten Ways to Get Into The Media’s Good Graces
1. Understand that the media owe you nothing. It is not their job to sell your book, draw a large audience for your speaking engagement, get you a consulting contract, or help you sell your company’s new product. It’s their job to publish newspapers and magazines that will entice people to subscribe, and encourage advertisers to spend money on ads. Radio and TV stations need to book compelling, controversial shows that draw listeners and boost ratings.
2. Be accessible. If a reporter calls you, return the call within 15 minutes, if possible, even if you don’t know what the call is about. Wait a day or two to return a phone call and you might miss your chance to be in their story or on their show. Be sure reporters have your office, home and cell phone numbers and invite them to call you 24 hours a day, not just from 9 to 5.
3. Make it easy for them to do their jobs. That means offering background material that might help, such as a print or electronic media kit. It means scheduling interviews during times that are most convenient for them, not for you. It also means asking every media person you meet, “How can I help you?”
4. Keep all promises. If you promise an editor you will submit an opinion column by a certain date and that it will be the 500 words he has requested, keep your promise.
5. Stay in touch regularly without being a pest. It’s OK to call or email media people once every few months. Any more than that-unless you have something really valuable to offer-and you might be branded as a pest
6. Understand that no means no. If they aren’t interested in your idea, don’t try to change their minds.
7. After an interview, don’t ask a reporter if you can read the story before it’s printed. The answer will be no-at least from most reputable publications. It’s perfectly acceptable, however, to ask the reporter to read your quotes back to you. Most reporters will agree to do this.
8. Don’t agree to be interviewed, and then cancel because you changed your mind. The reporter will never call you again.
9. Suggest follow-up stories to reporters who cover you. The media love to tell readers “the rest of the story.” If, for example, a newspaper reporter writes about your new book, and the book later is featured on “Oprah,” be sure to let the reporter know.
10. Don’t give the print media gifts, either to entice them to write about you or to thank them for coverage. Many media outlets have ethics policies prohibiting reporters from accepting items of value. Even those that don’t are clamping down on freebies. Holiday greeting cards are fine, however. And thank-you notes after you have received coverage are much appreciated. Food is fine, however, when working with the broadcast media.
If you haven’t already, be sure to
(space is limited!) for “Meet The New Media” June 18, 2009 10am – 12noon at the Sheraton Imperial RTP, NC
Rebecca Antonelli, founder
Rebecca@MeetTheNewMedia.com
919.740.3008
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