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Developing
Relationships With The Media
Your biggest competitor
always seems to receive positive
coverage in the most important
magazine in your industry.
You are barely able to get a
brief product mention, yet you
insist you have a superior product
or service.
Sometimes it goes back to the
old adage, "it's not what you know,
but who you know." The reporter needs
to know who you are, or who your company
is. I'm not saying that reporters or editors
are partial and only cover certain companies
or ones that they like. To the contrary
- most reporters are always looking for
great new companies to write about. It could
be that they haven't been introduced to
your company or the only time your company
contacts them is when you desperately "need"
coverage. Following are some suggestions
to help you develop relationships with the
media.
Offer an Exclusive. How many
times have you sent a reporter or editor
a press release announcing a news item -
new product, service, partnership etc.?
On the other hand, how many times have you
given that same reporter an exclusive story
or an exclusive customer case study? Believe
me, he will remember the favor.
Follow-up. Reporters are often
working on tight deadlines and need to file
their stories right away. If you have promised
to deliver additional information in the
form of reports, white papers, photos, graphics
etc., make sure it gets done promptly. Anticipate
their needs and have press items at the
ready.
Become an Expert. Offer to
comment on a big story that recently broke
or position yourself as an "expert"
and give an opinion on an industry trend.
Be knowledgeable and conversant on a broad
range of industry topics.
Be Accessible. Give your top
media contacts several ways to contact you
- e-mail, direct line at the office, mobile
and home phone numbers, etc. Make it easy
for the reporter to contact you or he will
seek commentary elsewhere.
Keep in Touch. We generally
keep in touch with personal friends, so
do the same with the media. Tell a reporter
you enjoyed reading an article he wrote.
Invite him for coffee or tea when you have
no news to announce. You want to be able
to pick up the phone and call the editor
yourself and not rely on your support staff.
In addition, make sure the editor knows
he can contact you directly. After an interview
or briefing, send a note or thank you card
- preferably hand-written. It's easy to
bang out an e-mail, but take the time to
hand write a note. It's becoming a lost
art.
Your goal is for the editor
to think of you as a resource instead of
just another company pitching its products
or services. You can accomplish this by
applying the suggestions listed above.
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