PR expert, Joan Stewart, recently told the following story:
At an after-work cocktail party recently sponsored by the local weekly business journal, a woman I was chatting with told me she was dying to meet the new editor who had relocated here several months ago from an out-of-town newspaper. "I'm going to suggest he write a story about our company," she said.
Fortunately, I rescued her before she convinced him that she was clueless about how to work the media.
"He's got more people swarming around him than flies around a garbage barrel," I said. "Besides, they're probably all pitching ideas to him. And the last thing he wants right now is a story pitch."
|
|
I know because I had his job six years ago. After a long day at the office, he might not have wanted to be at the party to begin with. And he had a drink glass in his hand, not a notebook. So how in the world could he remember who you are and what you're pitching? There are far better ways to get his attention:
--Introduce yourself, tell him what you do and ask how he likes his new job.
--Ask about his family. Is he married? What does his wife do? Do they have children?
--Have they had a chance to investigate their new city? What do they like to do for fun?
--What kinds of restaurants does he like?
--What are his hobbies?
Once you've obtained that information, make a beeline for the restroom and write his answers on a sheet of paper.
The next day, send him a short note welcoming him to the area. Include with it your business card along with a recommenation for a restaurant he might like, a suggestion for a fun place where he can take his family, or an article from a magazine that talks about a day trip his kids might enjoy. I promise you, he will remember you from among all the other people he met--most of whom want something from him.
Introducing yourself to the editor might come in handy some day, like when you have to go before the newspaper's editorial board to ask its support for a controversial issue you are concerned about. But if you really want a story, go about it the right way. Find out the name of the beat reporter who covers your industry. That's the person you should be schmoozing and pitching to--not the editor who is bogged down with management responsibilities.
Lots more tips like this one on how to schmooze reporters and cement relationships with media folks are on the one-hour audio tape "Get Free Publicity in Print." It's one of Joan's very best interviews. You will learn
- The most important thing you must do when establishing valuable media relationships,
- The 5 most important words you can say to reporters,
- What to do and say when you take a reporter to lunch
- What you should NEVER say to a reporter or editor,
- The "forgotten" reporters at newspapers
- Tips for creating news releases, media kits and tip sheets
Get your copy of Get Free Publicity In Print today!
For lots of insider secrets on how to convince editorial boards to support your cause, check out "How to Win the Support and Respect of Newspaper Editorial Boards." Only $9.
Posted June 29, 2004
More Public Relations / Publicity Comments:« How to Clinch a Media Sponsorship for Your Fund-Raiser or Special Event
Public Relations and Publicity Blog
Heat Wave Spins Public Relations »
