How did they find you?Posted in Momentum Tip by anne

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!

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