How to Get the Attention of the Media
Marilynn
Mobley
1. The
importance of building relationships with reporters
2. Tips for delivering your message face-to-face
3. How passive PR can generate active interest
4. Three ways to battle buzzwords
1. The
importance of building relationships
If you want to
get frequent, meaningful media coverage, learn to
build great relationships with reporters. Remember, they are customers who
"buy" from you, not unlike clients who actually send you checks. They
don't want to hear from you just when you want to sell them on a story
idea.
Always consider how you can be helpful to a reporter, rather than
the other way around. Here are some proven techniques for ensuring you
make the "must call" list on a reporter's rolodex:
> Introduce yourself before you need them. Once you've identified
reporters you want to establish a relationship with, call and ask for time
to chat. Tell them you want to learn more about their beats and how they
like to work. DO NOT pitch a story idea the first time you talk; instead
focus only on how you can be helpful.
> Contact them the way they want to be contacted. Each reporter has
his or her own personal preferences for receiving information. Today, most
prefer e-mail pitches but some want to talk by phone or receive faxes.
Always ask how a reporter prefers to receive information and then deliver
it the way they want it, regardless of what you prefer.
> Provide relevant information. Most reporters cover specific
topics, called "beats" and need ongoing information and data about their
topics. When you see interesting, relevant information you think the
reporter would appreciate, send it with a short, "Thought this might be
useful to you" type of note. Often, you'll see such information in
association newsletters and trade journals you read.
> Be sensitive about deadlines. Give reporters as much notice as
possible about upcoming events. Don't abuse the relationship by calling at
the last minute and pleading for coverage. Always be respectful of
reporters' time and demands.
2. Tips
for delivering your message face-to-face
When doing an interview in person with a reporter, here are some tips to
keep in mind that will help you come across as credible, sincere and
knowledgeable:
> Use direct eye contact. Look down only if you need to review
notes. Try not to be the first to break eye contact.
> Lean forward a little when seated to convey interest in the
interviewer.
> Be slightly animated, using hand gestures that occur naturally.
Never lock your hands in your lap. It makes you look intimidated.
> Keep your energy level high. It shows you're passionate about
your subject and you want others to feel passionate too.
> Temper your body language to reflect the nature of the topic
being discussed.
> Use your sense of humor. Most reporters have a real
appreciation for a keen wit.
> Smile. You'll exude confidence and approachability.
3.
How
passive PR can generate active interest
Sometimes, we get so focused on proactive PR, like media releases, we
forget there are many ways to promote ourselves -- and what we do -- that
cost literally nothing and yet can be very effective.
Are you promoting yourself every time you get a chance? Use this checklist
to see if you're missing an opportunity:
> E-mail address: A clever address can be very effective,
especially if there's an obvious connection to your business. Example: I
use headnut@theacorngroup.com. It's catchy and, quite frankly, less likely
to cause mistyped addresses, since people rarely spell my name correctly
(it has two n's: Marilynn). Be careful not to be too creative or
you'll risk having to constantly explain yourself. Avoid using
abbreviations that aren't obvious. For instance, mpower, 4ever, bizwiz, or
other names that can be easily misunderstood or misread. (Incidentally,
in the past year, four magazines have featured me because I use a
clever title and e-mail address, so I know it works!)
> E-mail signature: It should not only have your name, address
and contact numbers, but a description of your services, preferably in one
sentence. Don't worry about it becoming monotonous to people you e-mail
regularly; instead, think of every e-mail as a potential bulletin
board for your services.
> Fax cover: It's amazing how many people miss the chance to
provide a promotional message on their fax covers. It's another calling
card, so use it that way. Don't use standard covers provided by your word
processor. Customize your cover in every way possible.
> Business card: It's more than a way to convey your name and
number: it's also an opportunity to provide a promotional message about
what you do and your affiliation with professional associations. For
instance, if you're a member of National Speakers Association and you
don't use the official NSA logo on your card, you're missing a chance to
brand yourself as a speaking pro.
> Voicemail: Record a new greeting at least weekly, so people
know right away what your availability status is. Always identify your
company name in your greeting, and let callers know how to reach you by
e-mail. Also suggest they visit your web site. The greeting doesn't have
to be long to be informational. The key is to ensure callers hang up
feeling confident that they made a good choice by calling you.
> Proposals and handouts: Always make sure that paper you
distribute to clients and potential clients carries a copyright, along
with full contact information. Don't assume people will remember your name
six months from now; however, they'll often be able to pull a copy of your
handout or proposal from a file. Make it as easy as possible to find you.
Think about all the ways you communicate with the "outside world" and,
making the assumption someone is hearing from you for the first time, ask
yourself if there's something you can do to make your first impression a
lasting one. Above all, be consistent in whatever you do. Always use the
same descriptor, logo, title, etc., regardless of the vehicle you're using
to communicate it. Do this often enough and people (including reporters)
will begin to sit up and take notice.
4. Three
ways to battle buzzwords
It's so easy to fall into the trap of using buzzwords when talking about
certain subjects or industries. But did you know that using buzzwords when
sending a reporter an e-mail pitch can prevent your pitch from reaching
its intended audience?
Some savvy reporters are now using buzzword filters to automatically
screen e-mails (especially electronic media releases) as a way of letting
it be known they want us to just say what we mean in plain English.
Several months ago, editors at several nationally known magazines
commissioned a study to determine how out of hand certain buzzwords had
gotten. For one week, researchers read every single press release sent
over Businesswire and PR Newswire and looked for only two words: solutions
and provider. The word "solutions" appeared once every eight minutes,
while "provider" appeared once every two minutes. These similarities made
it difficult for the companies sending the releases to differentiate
themselves (after all, more than half of them described themselves as
"solutions providers.")
As a result of the study, reporters developed e-mail filters to look for
certain buzzwords they find especially irritating. If a note comes in that
includes those buzzwords, it is automatically erased without being read.
If you'd like to see a list of "most hated buzzwords," visit
www.buzzkiller.net.
So, how do you avoid buzzwords? Try this:
> Use everyday language: Use the same words you'd use to explain
your product, service, or situation to someone who knows little or nothing
about the subject.
> Be specific in your explanations: Avoid using "cute" phrases
that may be commonplace in the office, but your 12-year-old wouldn't have
a clue what you're saying. For instance, I know people in one company who
are fond of saying, "open the kimono" when what they mean is "be
straightforward, even vulnerable."
> Listen to yourself. Consider recording, then transcribing,
interviews, speeches, meetings, even conversations with colleagues. Read
what you said. Often, we don't even realize we're using buzzwords,
incomplete thoughts, and even incorrect grammar until we see it in black
and white.
The absolute best way to battle buzzwords is to force yourself to get into
the habit of saying and writing your thoughts in the simplest, most
straightforward way possible. If we can get into the habit of using
buzzwords, we have the power to get into the habit of NOT using them!
Marilynn
Mobley, the Head Nut at Acorn Consulting Group, Inc., has 25+ years
experience in public relations. She is a speaker and consultant who
teaches corporate executives, entrepreneurs and individuals how to work
effectively with the media.
Her seminar, "I Heard You Twice the First Time: How to Get Your
Message Across to the Media the First Time, Every Time," provides
participants with the training they need to be great interviewees. Her
speech and seminar," From Media Zero to Media Hero: How to Get Good
at Getting PR," has gotten rave reviews around the country.
To learn more about her services, visit her web site at
www.theacorngroup.com call
770-578-6002, or e-mail her at
headnut@theacorngroup.com.
Want to
get paid for knowing the right people? Marilynn pays up to 20% commission
to those who refer her for a speech or seminar. Ask her how this works!
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Reprinted (or excerpted) from PR Tips and Techniques, a free
monthly e-zine by Marilynn Mobley, Acorn Consulting Group,
www.theacorngroup.com, 770-578-6002. I'd also appreciate receiving a copy
of your publication.
Marilynn
Mobley
headnut@theacorngroup.com
770-578-6002 direct line
770-977-5523 fax
www.theacorngroup.com
Acorn Consulting Group, Inc.
2046 Renford Pointe
Marietta GA 30062
