Quick PR Tips- Dealing with the Media in a Positive Way -- To Build Relationships with Local and National Press
Below are PR tips to assist you/ your company to build solid relationships with the media if you choose to do PR in-house. It is always beneficial to have a professional PR firm/ publicist, however not all companies, entrepreneurs or startups can commit resources to PR out of the gate.
I hope these quick tips assist in your PR campaigns until you are ready for a professional team.
If you are handling your media outreach in- house, it is very important to be responsive to media. If you receive a request for more information or asked to send a sample of your product line or book, react quickly. Often media are on a tight deadline, and by responding as soon as you receive the request, that will let that editor, reporter, or producer know, this is someone I can count on for future stories. Make this one of your top priorities when dealing with the press.
Stop a moment and think about responses before emailing:
Yes, media outlets who are writing a story and need an ‘expert’ quote, will be anxious to hear back from you. But, remember, as I stated above, you want to react swiftly, but consider what you are sending. Have an associate check what you have written, it is important what is in that email is ‘quotable’ for a story, but has value and you will be proud to post on your social media and use in your press kits.
My advice to clients has always been, provide, quality, and strong information. Then allow the writer/ reporter to choose what they wish to pull for their story. You have that one shot to be chosen for that quote or interview. Try to respond within 1 day.
All media is valuable, the smaller press can help you reach the national press:
I always ask clients to provide a media “wish list”. Most dream of that interview on The Today Show, or The Wall Street Journal, or if in entertainment The Tonight Show or People Magazine. But, as you grow, build, and brand your company, do not turn away from the smaller blog/ digital magazine or local radio show.
By doing a few smaller interviews, you can determine if your ‘messaging’ is reaching your audience, you will also not be as apprehensive if you make a small mistake or two. The smaller blogs, digital magazines, or radio show/podcast still provides terrific SEO to your company and or brand.
I tell clients, let’s garner a few smaller outlets (if they do not have a national name brand), get exposure, build your media presence and skills in delivering your message! Then we can move up to nationals.
Since reporters and producers tend to do online searches prior to booking you as a guest or for an interview, having 5 or 10 strong smaller interviews can only help to ‘grab the eye of the media.’
I had a client on a local Philadelphia Fox Good Day segment, it was such a success that Fox sent it to other Fox affiliates across the country. I’ve had clients do a radio podcast, something they said in the interview went viral and it landed on 10 more podcasts. So, you never know what one small interview can bring in the future. If you get quoted or get called for an interview, upon completion, always send a Thank You email or personal note via the mail.
Positive exposure is always valuable. Building trust with the media and your audience will help you reach the next steps in your business and or career.
Good Luck and Success in the Media!