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You've written the press
release, taking pains to quantify the benefits of the product or
service in easily understood terms. You've documented the significance
of your announcement with quotes from analysts, customers or other
third-party sources. The story is free of puffery and bombast. In
short, you have news.
Or, perhaps you've written
a great application story, one that concentrates on a unique process
or technology being applied in innovative ways. You have a valuable
asset, but now you need to leverage it.
You have a good targeted
press list, and perhaps you've added some vertical-market publications
or technology editors from general-interest outlets that might be
interested in the story. You've sent it out to your mail list and
perhaps to a wire service. Now, you need to secure coverage. Here
are key things to keep in mind:
Prioritize follow-up according to those publications that are most
important to your client. Using Bacon's or other media-listing services,
determine whether it is best to follow up by phone, e-mail or fax.
Determine how to position the story, review questions and answers,
and make certain that you understand the key elements of the story
and/or announcement. Be prepared to answer questions and speak naturally
about the product and/or story.
Coordinate timing of follow-up to coincide as much as possible with
the publication's deadline date and when it is best to submit stories,
and the best time of day, week or month to contact the editor/writer.
Make sure you are reaching the proper editor/writer and targeting
your presentation to the proper section of the publication.
Plot out your presentation so you are emphasizing newsworthy aspects
as concisely as possible. Write out a script or keep notes handy
if necessary, but try to sound natural. Make sure your follow-up
provides information of value: an offer of images, a fresh perspective,
an opinion not offered in the original story, an update on the original
information.
Be pleasantly persistent if your news item or story is rejected
without any reason given. Ask the editor or writer: "Can you
tell me why this isn't considered a significant story?" Present
your case based on knowledge of the publication's past coverage,
and why the story is important to the publication's readers and
the industry. Be polite, but firm. If the answer is still no, try
to end the conversation on a positive note: "I'm sorry you
don't see the story the same way we do, but I appreciate the time
you've taken to explain your decision. It should help us to prepare
future stories that are more relevant to you."
Establish a personal rapport with your press contacts as much as
possible. Compliment them on a story that you think was well done.
Follow their work, and not just when it involves a client. Thank
them for getting a client's story right or positioning it prominently,
saying something like "I thought your treatment of the story
reflected its importance to the industry," or "I thought
you honed in on the most important aspects of [our client's] new
product." If your press contact shares personal information,
take note of it and ask about it in the future. Provide your contacts
with editorial leads, especially if they are not related to a client.
Let them know you are paying attention to what they are doing. Be
more than another voice on the phone asking for something.
Be
an advocate for your clients. Be enthusiastic. Let editors know
you are disappointed if coverage doesn't appear. Let editors/writers
know how important their publication is to your client and state
the client's case forcefully when necessary.
If a story idea is turned down, appeal to a higher authority if
it can be done tactfully and without undercutting a regular contact.
This action should be taken especially if your contact says something
like, "My editor doesn't think this is an appropriate story."
Your reply should be: "I'd like the opportunity to present
it to him/her personally. If it is still rejected, at least I'll
know exactly why and it could help me in the future."
If your story doesn't get the coverage you expect the first time
around, try repositioning it a couple of months later. Do a shorter
version. Emphasize another aspect of the story. See if you can get
an update that might make it more newsworthy.
After a placement is confirmed verbally or by e-mail, check the
issue of the publication in which it is scheduled to appear. Call
immediately if the coverage does not appear. Don't try to place
blame, but stress the importance of the coverage to the client,
reiterate why the story is important, and push for coverage in the
next issue. Inform the client of your actions and the results immediately.
Conduct a web search after the release goes out and report initial
results to the client. Also conduct a search before preparing a
clipping report.
Getting good media placements for your clients
is the result of having a good story to tell, developing long-term
relationships and mutual respect between you and your media contacts,
offering deep knowledge of your clients and their technologies,
and being gently persistent.
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