September 27, 2012
Everyone knows that media attention is usually a GOOD thing! But, what do you do if you’re lucky enough to get a reporter interested in your story? The truth is that many companies might not know how to handle a media opportunity if they were fortunate enough to land one.
Relationships with reporters require the utmost care. Here are some tips to help you make the most of any media attention that comes your way:
1) RSVP! At the top of the list is a prompt response. If a reporter contacts you proactively or in response to something you’ve contacted them about, drop everything to respond. Even if you don’t have all the answers to their questions, at least let them know you’ve received the message and are working on their requests. If you wait, the opportunity may disappear because they’ll have moved on to the next source on their list.
2) Provide what they need: Make sure you’re ready BEFORE reaching out to media by having your images, logos, customer references and any other information they may request ready.
3) Prepare for the interview: Do a little research on the reporter. Take a look at what the reporter’s written to get a sense of his style. Read his bio, if you have access to it. Think about what questions he may ask and what answers you’ll give. It doesn’t hurt to prepare a Q&A document to refer to, especially if more than one person at your company is speaking with the media.
4) Listen more than you talk: During the interview, you want to make sure you don’t talk too much. I’ve been on media calls with clients who, despite coaching to the contrary, seem to do ALL the talking! OOPS! Not a good move, if you want to build a relationship with the reporter. Let the reporter drive the discussion. DO answer their questions and work in your nuggets (see next point), but don’t overdo it.
5) Work in your “nuggets”: What are the top three things you want this reporter to take away from your interview? If they remember nothing else, what three pieces of information about your business—or nuggets!—do you want them to write about? Weave those in throughout the interview, as much as it makes sense.
6) Wrapping up: When you wrap up the interview, make sure to ask if the reporter needs anything else—images, customer references, etc. See #2 above so you’re prepared to send these over immediately after the interview. Also during wrap up, you should ask when the article might appear. You can then follow up to get copies, if it’s a print publication.
7) Follow up: If the reporter did need something, make sure to get them the requested information as soon as possible. If they contact you with questions following the interview, get right back to them with the answers (or reply to say you’re working on getting them the answers).
8) Promote Your PR: When the article appears, blast it out via social media, post it on your site and make sure to let your audiences know it’s out there!
Follow these tips and you’ll be well on your way to building a relationship with the reporter so that next time he needs an expert source, he’ll call you first.
And if you need help, consider hiring a professional to handle media outreach, requests and responses. Even if you can’t do it yourself, you can make sure someone is there to handle media relations with the care it deserves.