How did the media find you?
If you sent out a press release and then got a call from the media, then it is pretty easy to figure out how that person found you and why he or she thinks of you as an expert. But, what if you have an established presence and are maintaining an ongoing public relations campaign? Why did that reporter, writer, editor or producer call you? Why call you now?
Does it really matter how someone found you? YES, it does.
Knowing HOW someone found you and WHY they want to interview you helps you figure out how to invest your precious PR time and energy in future months.
For the past 15 years, when a media call arrives out of the blue I’ve always asked, “What made you want to interview [Client]? How did you find [him or her]?” More often than not, I learn that good media placements beget more good media opportunities and placements.
Here are actual responses or results leaned from asking this question:
- An actual answer received today from a freelance writer on assignment for a publication we’ve worked with in the past: “My editor told me to interview her.”
- I’ve seen her quoted a lot and so she’s been on my list for a while now.
- I was asked to find an expert on the East Coast, the West Coast and in the middle of the US. I saw [your client] quoted in [a named national publication] and you’re in Austin, TX. Bingo!
- I found [your client] through Google.
- I started a new job and inherited a basket full of stuff. This cool [product] was in here and your business card was taped to it. Looks like the press release was thrown away, but the pitch letter is here.
- I saw [your client’s book] on Amazon Books.
- I heard [your CEO] speak at a trade show earlier this year.
- I kept your media pitch sent in an email [from last month, a few months ago and eight months ago have been answers given].
- I really just like the title of [your client’s book].
- I saw [your client] quoted in another magazine [read: our competitor on the newsstand].
Think about the answer received from a writer or producer and let this guide your next purposeful, proactive media relations activity. Your content and approach made you newsworthy once, why not again?
Final Thought: The best interviews can often mean you are offered another interview by a different publication or station. Best interview practices to be discussed in my next blog post!
TAGS: Entrepreneurship, how-to, interviews, media, media relations, PR, press release
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From RISE, to SXSWi sessions and Expert’s Academy in Santa Clara, CA, content – content – content was the continual drumbeat of March 2011. Anybody who is anybody wove this message into their discussion points, article, speech or blog post. Laura and I believe in good content too.
Good content begins every conversation. And, in both writing and speaking, the message itself is as important as how you share it and who is standing around to hear it. The directive to anyone who wants to write, reach out to the media or launch a PR/Marketing campaign is loud and clear. But, HOW should one go about creating good content?
Ask yourself these questions. The answers will give you the content needed to start a meaningful conversation.
- What business questions do I get asked over and over again? What is my best advice or answers to these questions?
- What product or process questions do I get asked over and over again?
- What do I do or make differently than the best competitors in my space?
- What problems am I solving for my current customers? My potential customers?
- What are the five words people use to describe me? My business? My products and services?
- What tips and advice do I want to share with the world?
The answers can now be grouped into headlines or linked together as thoughts.
Now think about what messages you have that answer this question: How do you make lives different? How can you make them better?
When you look at all of the answers, push yourself and ask, “so what?” Keep asking that same question until you find a distilled answer that is original and has meaning. Think about the smaller audience within your larger audience. Does your answer benefit that smaller audience? If not, then ask “so what?” again.
All of the answers you capture will give you a very good start on creating great content.
TAGS: content, Entrepreneurship, how-to, media relations, PR, RISE 2011, SXSW 2011, writing
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Earlier this month, I was fortunate to share my experience as a publicist, communications strategist and dancer in a presentation during RISE 2011. Many entrepreneurs, artists and organizations come to us with some straightforward PR questions: Should I write a news release? What’s a press kit? How do I contact the media? While media relations is not the only way that a PR program communicates and persuades audiences, working with news media is a huge part of our heritage. Its traditions are alive and well in the converged/online/interactive/social media age.
At RISE I discussed the journalistic roots of public relations and what that means for anyone who wants to communicate with media about their company, cause, product or service. This is primer in press kit materials with a few examples from our clients.
In sum: Every PR program moves through six main positions: who, what, where, when, why and how? Like a dancer must move through five basic positions before she can innovate, press kit materials must communicate in a journalistic style in order to tell a story and earn a place in the news.
Feel free to download it and contact me with any comments, suggestions or questions. You can also see it on SlideShare.
TAGS: Entrepreneurship, how-to, media relations, PR, Public Relations, RISE 2011
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