My clients don’t want a single interview with a reporter; they want several interviews. Getting them on the ten o’clock news once means they’ll get calls from family, friends and clients who saw the story. They'll have the opportunity to post a link to the story on their website, in their newsletter and on their Facebook page.But making the airwaves multiple times allows clients to establish credibility as an expert, and will strengthen their relationships with their peers and customers.
Here are five ways I work to get clients more press coverage:
1. Plan ahead. I outline a list of story ideas at least six months ahead of time with the understanding that the plan might change due to trends or breaking news.
2. Media training. Reporters are interested in speaking to people who provide succinct and interesting sound bites. I work with clients to develop talking points that will resonate with a news outlet’s audience group.
3. Plant the seed. When the journalist arrives for the first interview, I’ll mention my next story idea before the meeting ends.
4. Monitor industry trends and current affairs. It is called news for a reason. Journalists want someone who can provide context around an issue that is happening now.
5. Leverage coverage. A national news outlet wants to know that the person I’m pitching is a good interview, has something relevant to say and is credible. Providing them a list of other media outlets who have covered them makes them of greater interest.
Got a question about public relations? Email me.
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