When & How To Call The Media

You’ve decided to give your PR campaign a real shot.  If you’re not in a position to hire a public relations firm or media consultant and are giving it a stab on your own, learn the ropes before moving forward.  It’s important to develop your story, write your press release, build your media list and send your release out to the appropriate media.  But at that point media follow up calls might be in order.  Review these tips before making your calls.  Remember producers and editors  are people like everyone else.  Some are fun and easy to get along with, others are grumpy and impatient.  They are all over worked and have little time for calls and story ideas that don’t really work for them.

Study each outlet before pitching.  Review your local morning and mid day TV and radio news shows.  They are always on the hunt for interesting stories, particularly those with a local tie in.  If you’re pitching national, make your pitch broader, tie it into a national story or illustrate how your story would be of interest to a national audience.  Present yourself as an expert who can address topics in your field.  Study the outlets and see what type of stories they feature and how they present them.  Have your pitches fall in line with those formats.

Write out your primary talking points before making the call.  Make your calls in the morning, since things begin to back up as the day goes on.

Depending on your story, give the media proper lead time before making the pitch and:

1) Be sure to clearly identify who you are.

2) Always ask if this is a good time to talk and if not if there is a time you can call back.  If they ask to call back, ask if it’s okay to email information.

3) If it’s a good time to talk have you’re pitch ready.  Offer a short concise overview of the story you’re pitching and what you would like from them.  You need to have a call of action here.  Do you want them to read more information, set up an interview, go to an event, what is your specific call to action?

4) Know your information before you call.  If the producer or editor asks follow up questions, be prepared to answer.  Anticipate what questions might be asked.

5) Ask if they need additional information, or if you can set up a time to do an interview.

6) If they need time to review your pitch, be sure and give them your contact number and information.

7) If you don’t hear back in a couple of days, call again.

If you get a “no” remember that just means that he or she isn’t interested at that time.  Don’t give up on your story.  Go back to the drawing board and come up with a different angle.  Remember they are not saying no to you, but to your pitch, so don’t take it personally.  Stay upbeat and know eventually, it will work.  Keep studying the media for stories that you can tie your pitch to.  The more timely and newsworthy you can make it, the greater your chances of success.

You might want to ask what stories they are currently working on and see if you can be of any help on that front.  If you’re not the right fit, maybe you know someone else who is.  If you can help the media you’ll be seen as a resource and find a way onto their rolodex.  This is all about building bridges and relationships.  Be persistent, but don’t come off as a pushy salesperson.  After a few calls you’ll find your voice and your own personal style.  Keep at it.  It will work.

Copyright © Anthony Mora 2011