6 min read
The opinions of the employees of You are personal.
- Show respect.
- Know who you are working with.
- Be patient.
When it comes to seeking media coverage, a company often focuses on getting into and winning the hands of a journalist. It’s easy to forget that reporters are people too. They are busy professionals who might feel upset or even uncomfortable about awkward emails or follow-up actions.
Marketing teams can reach out to the media and get the media coverage they want without bothering them. Here are the pros and cons of journalist involvement.
What not to do
Photo: Isaiah Rustad via Unsplash
Let’s start with what not to do when reaching out to journalists, especially those you barely know.
For example, suppose you met a reporter for a moment online or at a recent conference. From there, you added them to sites like Twitter and LinkedIn, and maybe the reporter added you too. So far, so good.
However, if you start right away with your business launch or send a press release through private chat on social media, you are likely not going to get what you want. The same goes for a “cold” call out of nowhere. These approaches are offensive because they do not recognize your right to privacy. No journalist wants to be hit by such PR pitches. You assume the reporter will use this channel to report when they may not. And in any case, nobody wants to feel needed.
Tell reporters how to write
Another mistake is believing that you are in control of the news a reporter should be writing. This assumes that you and your brand are more important than the reporter. No reporter wants to hear or feel that. You and the editors of your publication are in control of their professional results, and it is up to you to determine how you can add value to them.
Delivery of advertising content
Reporters are not salespeople, or marketers Influencer. It is not your job to sell ideas, products, or services for your story. Rather, your job is to tell timely stories and share insightful and valuable information with your audience.
Don’t take “no” for an answer
If a journalist tells you that they are not interested in your speech, they mean business. If they don’t reply to your first or second email, they’re also letting you know that your ideas aren’t working for them. If you keep moving your arguments because you can’t take no for an answer, it can negatively affect your reputation in the media community.
What should I do
Photo: Eric Brehm via Unsplash
Now let’s look at some effective strategies and approaches for working with reporters.
Know who you are working with
Before you make your first presentation, learn more about contacting the media. Look it up on Google. There are also databases of information from reporters such as decision Here you can search for reporters by name and read their contact settings for presentations, including format and focus.
Reporters can also have a website or include their niches on their social media profiles. You can also visit and read their posts. You can then tailor your email subject and media presentation to your preferences and previous work, even if you or your editor are interested in posting guest articles, breaking news, industry or trending overviews. or product reviews.
If you follow them on social media channels, take the time to scroll through their feed to see what they post, how they engage with those who ask questions, and what types of images they share. Journalists will see that you have done your homework and will appreciate the effort you have made to voice their interests or preferences on the matter.
From there, you should develop a relationship without asking them to do anything for you. Consider tweeting them again and sharing their articles or the articles in their post. Comment on the content and build your relationship from there. Don’t expect anything in return.
Focus on helping
Present and share information that can help the reporter and their audience. You can also find journalists on websites like HARO (help a reporter) and offer thought guidance when actively requested by journalists.
Journalists also want to create stories that set them apart from their peers, in part so that they can gain a following and respect from the industry. Help them do this by giving them new insights, data and perspectives on the reporter’s current topics.
Another approach to press coverage is to offer authors alternative perspectives on a trending story or topic. This is especially useful as reporters may be looking for an argument against the popular narrative rather than simply repeating what everyone else shares.
Always respect reporters’ time and privacy. Optimize the distribution of presentations to reporters during normal business hours and avoid doing this at night and on weekends when a journalist wants to be alone or just to rest.
In general, it is important to develop a strong sense of patience when introducing reporters, whether for the first time or as a follow-up. There are no immediate results in media coverage or public relations. It’s a slow build that requires careful planning and methodical tactics tailored to the needs of the reporter or publication. Take your time, and following these practices will produce results.