How to ensure coverage of your client
Being a journalism major, I have an advantage when it comes to trying to understand what makes it on the media radar and what doesn't. I've been trained to look past most press releases filled with non-newsworthy events and stupid quotes from company execs.
That being said, I also know that journalists love PR people who know the game- the people who create stellar media kits, know how to sell a story and are truly passionate about their client. These people make a journalist's job so much easier. They pretty much spoon feed the media their next big story.
Michael Morton, head of his company’s Strategic Alliances department, gives two excellent tips on his blog for getting your message out there.
First, he says “think stories not pitches.” We journalists are storytellers by nature. We know what a good story looks like, and we know when a PR person is just bullshitting us.
Second, Michael says “base your wording on your target audience.” If you want your client to be covered on a specific TV program, say something on the Style Channel for instance, then by all means use fashion savvy lingo when talking to station execs, writing press releases, etc. But if you’re trying to get ink in a local, daily newspaper, you’re better off using more conversational, widely understood language.
Other than that, just use common sense. Make the most of a media kit- show the media why your client deserves coverage. Endorse your client wholeheartedly and with enthusiasm- if you don’t seem to care about the event, why should anyone else?
Once a PR person has proven him or herself to be a legit source for stories, maintaining that relationship with media contacts is crucial.
Journalists are a vain bunch- we love being praised for our work. So, shooting a quick email every now and then to a journalist complimenting them on a job well done will earn you major points.
I’ll leave you with this video made by the people at PRSA. It’s kind of long (and a little lame), but it does a great job at characterizing the give-and-take relationship between PR and the media. Enjoy!
4 comments:
your writing is so fluid! i like your "spoon fed" picture too.
-whitney
C Myers, Love this posting. Ohh the vainity of journalist...
You don't have to call me Morton; you can call me Michael. Since you are a journalism major I know where you're coming from - I was one too.
Glad you thought something I wrote was helpful.
Keep up the blogging. It can help land you a job when you graduate.
(Wow, that blogger profile picture of mine is so out of date!)
Excellent points. You're proof that Journalism is the foundation for good PR practice.
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