Picture this scenario:
You have written a press release, proofread it, re-written it and re-written it again. You've poured through Bacon's Publicity Outlets (the publicist's bible) to find exactly the right targets. You've emailed, snail-mailed and faxed your perfect news release to all the right people.
Now you can sit back and wait for the New York Times to pick up your story,
The key to a successful media campaign is follow up. Here are a few tips and strategies that will improve your luck with pitching the
*Don't give the reporter time to forget about your story. Editors and
reporters receive hundreds of press releases each day, so follow up as soon as possible. Don't be afraid to call on the same day that you sent your news release.
*No means maybe. The person you're pitching says he or she has never seen the release, but you've emailed it three times. If a reporter or editor doesn't seem interested in your story, think of a different angle, and be creative.
*Think about how to position your story as news. Become a media watcher and learn what makes news.
*Get to know the reporters you're pitching. Read their columns or articles frequently to try to figure out what appeals to them, and how to position your story so that it resonates with them..
*Be considerate of deadlines. If a reporter tells you that he is on
deadline, ask when would be a better time for him to talk.
*When following up with the media, take into consideration the news of the day. Just like your favorite television show might be bumped for the State of the Union Address, your product or service will likely be trumped by breaking news.
*If at first you don't succeed, try again, and again, and again, and then once more. If you continually get a reporter's voicemail, try his or her assistant or editor.
*When you get someone on the phone be polite, upbeat and confident. If you believe what you are saying, whomever you're talking to will likely believe it too!