Favorable direct exposure in business media is a strong and frequently evasive marketing/public relations objective for most business. At the same time, organisation writers are always trying to find good subject experts to utilize as sources in their posts. Placing yourself as an important resource to members of business media can lead to ongoing beneficial publicity for you and your company.
Use these suggestions to establish and build strong relationships with business media:
– Know your media markets and target the publications your customers read. This takes a little time to research however it will pay off.
– Identify and build a relationship with journalists and editors. Research study the masthead details in your target publications and get to know who the authors and editors are and exactly what areas they cover.
– Pitch story concepts they can utilize. Don’t inquire to do a fluffy, marketing piece on you or your company– that’s marketing. Give them news or function story concepts with value and then use to be their source.
– Be offered for interviews and to provide background information. Absolutely nothing irritates a writer more than to obtain a strong pitch and then not be able to contact the source on a timely basis.
– In a broadcast interview, speak in sound bites; for a print interview, respond to the concerns directly and entirely. With a print interview, you normally have more time to address a question, but you still have to be succinct and quotable. Practice your comments ahead of time so that your message is clear and easy to understand.
– Beware when speaking “off the record.” Anticipate that anything you state to a press reporter is in fact on the record, even if you said otherwise.
– Never state, “No comment.” This makes it look like you are concealing something. Instead state something like, “I do not have an answer for you today. Let me return with you on that.” And then follow up.
– Constantly tell the truth. It’s fundamental, it’s exactly what your mother taught you– and it’s remarkable the number of people get caught informing lies to the media. Do not risk your trustworthiness; just tell the truth the very first time.
– Do not ask to see the article prior to publication. Publications don’t permit this and authors do not have time anyhow. Making this request brand names you as an amateur. It’s alright to ask if the short article is going to be fact-checked, and it’s certainly alright to ask how you can get a copy of the piece once it’s published.
– Do appropriate follow-up. That suggests you ought to quickly send out any details you promised; if the subject is complicated, e-mail in a couple of days to see if the writer requires anything else.
– Keep in touch, however do not overdo it. Send regular press release (but just if you have genuine news) and story ideas, but do not end up being an insect. And constantly ask how the writer or editor chooses to receive info.
– Get approval before reprinting posts that mention you. The story might be really flattering and you want to send it to all your customers and utilize it in your marketing– that’s fine, but get permission from the publisher initially or you could be guilty of copyright infringement. You might need to pay a cost for the rights to reprint the article.