When The Reporter Calls

She wanted me to say that (go offshore), which I would be glad to do.

The problem was that she thought I was someone else. She thought that I was a sp%ammer myself, someone by the name of Sullivan. Apparently we both have websites with somewhat similar names, so she thought she was reaching him.

In other words, she wanted a quote from a sp%ammer, saying that he'd just send it from someone else.

So, whenever I tried to give her the quote from a different angle, she'd listen for a moment, then drag the conversation back, trying to get me to admit that I was this Sullivan guy and was really a crook.

I tried 4 times, giving her pretty good fodder each time, but she was determined. So finally I gave up and told her that I guess I wouldn't be able to give her what she wanted. I did express my willingness to help her out in any way I could, but I just wasn't who she thought I was (thank goodness).

She asked for referrals. Unfortunately, (fortunately!) I don't hang out with lowlifes, and don't know any, so couldn't give her any. So I told her so.

Then I pitched another story to her, and the conversation ended.

Lesson 1: If a reporter calls, and you're not able to give them exactly what they want, give them (if possible) some compelling alternative looks at the information they're seeking. Sometimes, they'll see value in what you are giving them, and will put you in their story.

Lesson 2: Sometimes that doesn't work. In those cases, after several times, walk away from the situation nicely and don't waste any more of the reporter's time.

Lesson 3: Notice that I still tried to create a feeling that I would love to work more with her in the future. Even bad calls can turn into good future calls because you've been helpful in the first call.

Now the success.

This time it was the Kansas City Star on the other end of the line. This feature writer was looking for a PR-type person to give her an inside scoop (ah-ha, closer this time!) Apparently, the wife of the President of the University of Missouri college system got caught saying some very stupid things this week. The reporter wanted to do a story about what to do when spouses do stupid stuff.

This reporter was quite good at telling me what she wanted from me. She basically outlined the quotes she wanted, then she turned the conversation over to me to say them.

So, I spent some time taking her through the process of crisis communications and how a PR professional would deal with a situation like this.

(You have picked up your copy of Crisis Communications Planning: Organizing and Completing a Plan That Works, right? If you haven't this is another assignment for the holidays - get it, read it, get one done while everyone else is lounging on a beach in Aruba.

Even though she had told me exactly what she wanted, I made sure that I gave her more - more insights, and a different twist in a couple of different spots. Basically, I listened to her voice to gauge when she was interested and wanted more, at which point I expanded further. But when she was giving no verbal cues, I took the hint and moved on (except in one case where I switched tracks, and threw in something else that added value to the conversation.)

I also made sure that she got the quotes that she had originally asked for from me.

At the end of the conversation, we talked about my contact information. That's when I did a stupid thing - I gave her my company name (Breakthrough Consulting), then my URL (101PublicRelations.com) I should have only given her my URL, because nobody in Kansas City is going to go to the trouble of finding the phone number for Breakthrough Consulting in Racine, Wisconsin.

(As it turned out, she didn't put in either, the article quoted "Don Crowther of Racine, Wisconsin". This is an ongoing challenge for all of us! Because of that, I probably will never get any business from it, but every little bit helps in the media world...)

If any of you want to see the article, it's here: http://www.kansascity.com/mld/kansascity/living/7498912.htm (It requires registration)

At the end of the conversation, I pitched another story, which hopefully will come to fruition. I did it like this:

"I know you're in the midst of this, but I've got another story idea that I think would be a of great deal of interest to your readers." I then went on to describe the story and told her that not only could I provide some insights, but I could help her construct the basic outline of the story, and could refer a number of other experts who could fill in other quotes and aspects of the story. I could also point her to several people who had first-hand consumer experience in the area to be the human-interest side. In other words, I was communicating to her that I could give her an 80% completed feature story. All she had to do was fill in the blanks.

Lesson 4: Always be sure to give the reporter what they're looking for, even if you have to ask them what it is. This makes sure you don't waste their time.

Lesson 5: In spite of what the reporter wants, you're still the expert, so assumably have something else to add. Make sure that you add it, but be careful in the process that you don't blow the story entirely.

Lesson 6: Work on communicating your URL (if that's appropriate!)

Lesson 7: Did you notice that at the end of each of the two calls, I pitched another story? I have no assumptions that the story that I pitched will ever come to fruition. What I was doing was communicating two things: that I'm interested in being a continual, helpful resource for them in the future and that I am an expert in several different areas. I always do this, hoping that these types of notations will get placed into their database for future reference.

Lesson 8: I didn't mention this, but both of these calls came because they found me on the web. If you're not there, and very prominently, you're losing opportunities for media contacts. And not just media contacts - contacts where they call you, rather than you calling them.

One of the major ways that I am doing this is through pay per click advertising.

Want to learn more about interviews and pitching stories? Try these resources:

How To Become An Expert Spokesperson That The Media Will Love

Secrets Of Perfect Pitching To Reporters

How To Pitch Reporters Over The Telephone and Make Every Second Count

Questions You Can Expect Reporters To Ask During An Interview

Tags: Reporter Calls