You’ve spent all this time working on your best media pitch, crafting a killer story hook, and it’s all paid off – that journalist you’ve targeted just responded and wants to come out and cover your story. But you’ve never worked with media, so what now?!
It’s easy to get a little starstruck if you get a media outlet, be it the local TV news station, a national cable show, or a print publication, to actually say they are interested in your story.
Then you realize you have to make the magic happen, and perhaps you start to freak out a little bit.
What do you do now? What are they going to look for? How should I prepare?
For new public relations pros or business professionals who haven’t worked with media in the past, this can be a terrifying proposition.
But we’re here to give you some tips on working with the media to make sure it’s a success for you AND for them. Public relations is, after all, about mutually beneficial relationships.
Work with media long enough and you’ll find your own processes, but follow these 5 tips and you’ll knock that story out of the park:
Tips For Working With Media
1. Work with the media on THEIR story.
They may be reporting on what you pitched them, and if you’ve done your homework, it should align with their interests, but you need to understand that they have a specific way they tell stories. Your job isn’t to make sure they tell your story your way. Your job IS to make sure they tell your story their way. Give them the information they need, guide the discussions and help them tell your story.
2. But, tell YOUR story.
It’s YOUR Story, and PR pros, and especially business owners looking to get their story out, can get lost and think they aren’t in the driver’s seat. If the story starts to go in a different direction, don’t be shy about getting it back on track. Sometimes this can take some nuance and discussions with the journalist, but make sure they have the facts and information to guide them down the right path.
3. Understand their needs.
If it’s a TV station, they may look for a specific type of setting, or may even want you to come in to their studio. A newspaper or print magazine reporter may want to conduct a taped phone interview, or come out and sit down for something more face-to-face. Every media outlet and every journalist has their preference on how they conduct interviews, construct stories and bring everything to life. The easiest way to find out is to ask…seriously. Ask them what they are looking for in an interview setting. Ask if they have specific requests. This gives you insight you need to make it a success, but it also allows you to establish a relationship with them, and even guide the story so it fits your needs as a business.
4. Get creative – it helps everyone.
Don’t settle for the status quo for your story. You don’t want a story that looks and sounds like every other story out there. So come up with ways to help the journalist present your story in a new and exciting way. Maybe it’s a new expert, or a fun backdrop, or something experiential for the reporter. Don’t be afraid to toss some ideas at the reporter to see if they are interested. You are, after all, the expert on the story you pitched, so they are counting on you to provide the best possible visuals, experts and information.
5. Be responsive!
Nothing will get you on the wrong side of a reporter or media outlet faster than ghosting them. Remember, they are likely working on several stories at once and don’t have a lot of time to chase you down or hunt for information. Your job is to make their job easier so they can tell your story. If they email you, respond within 24 hours, at the latest. If you can get on a texting level with them, even better! Make yourself accessible, be responsive, and they will be more likely to want to work with you again.
And there you go. Follow these basics in working with media and you’ll be on your way to be a star media relations pro!
But Wait…There’s More!
As you’re working with your new media friends, here are some recent blogs to help you out:
– Pitching Media Like The Pros
– Tips For Nailing Media Relations
– Creating The Best Media Hook
– Don’t Let Perfect Be The Enemy Of Effective
– Wake Up. Kick Ass. Repeat.
– Why Owned Media Is Vital In Your Communications Mix
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
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