10 Ways to Get the Media to Love You ... © 2003 by Margie Fisher So you’ve put yourself “out there” with a public ... ... Your dealings with the media now become ... Those rela
10 Ways to Get the Media to Love You
Copyright © 2003 by Margie Fisher
So you’ve put yourself “out there” with a public relations
campaign. Your dealings with the media now become
critical. Those relationships with the media can make or
break your public relations efforts. Here’s how to get the
media to love you:
1. When the media calls, stop what you are doing and give
them your full attention. That’s right. Maybe you’re having
lunch. Or in a meeting. Guess what? The media waits for
no one. I advise my clients to tell assistants to interrupt
them at any time if the media calls.
2. Treat the media like gold. Answer their questions in a
forthcoming manner, in a respectful, pleasant tone. Do not
disparage others and be careful about making negative
comments. Do not lie or provide exaggerated claims. Just
like you, media people appreciate those who take the “high
road”.
3. Be realistic about coverage. A reporter can interview you
for an hour and you might only have one line in the media.
Or none. Depending on how the story goes or space
available or the editor’s whim, any of the above can happen.
The reporters owe you nothing for your time. Take this in
stride and be pleasant and understanding in future dealings
with them.
4. Lose control. You have control over advertising; you have
minimal control over PR. That’s the difference between
paying for something and not paying for it. A media piece
may not contain the “story” that you would like covered. It
may focus on an angle you don’t like. The reporter
determines what angle to use, depending on his/her needs
and information you provide. It also probably won’t be 100%
accurate. If it is 90% accurate, you’re doing great.
5. Stop complaining. Sometimes, after a phone interview,
you will be misquoted. Unless it is truly a libelous or
slanderous comment, you should take it in stride. DO NOT
decide to complain to the reporter, or you will certainly not
be getting any press, at least not favorable, in that media
again.
6. Give several contact numbers, including day, night and
weekend, to the media (including mobile, vacation/out-of-
town contact info). A member of the press could be in a
different time zone, or might want to call you before or after
your business hours.
7. Be realistic about when the media will cover you.
Typically, daily newspapers, radio and TV have a one day
to three month coverage window. Magazines have a 2-3
month to one year window. The lead times vary depending
on editorial calendars, seasonal coverage and breaking
news. In addition, the media chooses when they want to run
a story; you have little control over when they run it, unless
it is tied in with a timely event, such as a holiday. While you
would love to see yourself or your organization on the 6
o’clock news or the front-page of the business section, the
media may have other stories slotted for those options, or
they may need to fill a space in another segment. Similarly,
you might want your story to run immediately, but the media
may hold it for months, if there is no urgency in running it.
8. Pick up your own copies of your articles or tapes. Do not
ask the reporter for a copy. He/she will be offended! Pick up
a copy of the publication or call the media outlet to order a
copy or tape.
9. Spend time reading, listening to the radio and watching
TV. These activities are a part of most of our days. But if
you plan on “pitching” a particular media outlet that you’re
not familiar with, research it first (that means reading a
publication, listening to the radio or watching that particular
show). Once you do your research, you will have a better
idea of the types of stories covered, and also what has
received coverage already. Remember, the more you
understand what each media outlet likes, the more likely
that you will create great media angles that they love.
10. Thank them. Media people, just like you, enjoy a pat on
the back once in a while. And no one can ever get too
many thank-yous. And to be remembered even more, put it
in writing.
By putting effort into developing media relationships, you’ll
increase your chances of current and future public relations
success.
Margie Fisher is president of Margie Fisher Public Relations
in Boca Raton, FL. Her company offers products and services for every public relations need -- from her Do-It-
Yourself Public Relations Kit™ and workshops to full-service public relations. Get free publicity opportunities and more free articles at www.doityourselfpr.com or contact her at margie@doityourselfpr.com.
