Snagging Headlines with Strategic Media Pitching

NeoFirma is a software company with a great story to tell, but getting the word out is a challenge since the target audience is scattered across the country. In order to snag headlines across the nation in a timely and effective manner, I worked with the client to come up with a plan to streamline the media pitching process.

NeoFirma provides software as a service to small to mid-size exploration and energy companies. These companies use the software to import information into a mobile device or laptop while still in the field. Previously, they used a pen and paper to get the job done. Great story, right? We thought so.

Most of NeoFirma's clients are located in the Southern energy producing states. The pitching process began with reviewing the target areas and client lists. Names of reporters who cover energy and technology were generated using multiple databases, and some good old fashioned internet research.

The list was honed slightly when we cross referenced the information with the company's current client list. This was an important step. We knew reporters would want to localize the story for their area so we focused our efforts in the areas where the company already has clients.

A press release was developed and then the pitching began. We crafted an email to pique the interest of specific reporters, and followed-up with phone calls and emails. Once they got the gist of the story and showed interest we provided them with whatever they needed to get the story written - an interview with the president and clients in the area, logos, client lists, etc.

Stories have been picked up and printed in Texas, Oklahoma and Montana. The expansive news coverage adds content to NeoFirma's website, can be made available in a sales kit and e-blasts, and will be critical to stepping up coverage to national trade publications.

Let Your Audience - Not Your Ego Decide Where to Pitch

Every would-be rock star dreams of having their picture on the cover of Rolling Stone magazine. Nothing says, "I've made it," quite like a feature in the pop-culture publication. Though none of my clients are musicians, some have dreams of being featured in specific media outlets. I sat across a conference room table from a client who made a request for me to begin pitching Forbes magazine. I responded with a question, "What good would that do you?" Forbes magazine is a national publication which features the best and the brightest in business, but how would that help him sell more medical equipment in Dallas? It wouldn't. What might be good for your ego, won't be as good for your bottom line.

Target your media pitches to the publications your audience reads, and then determine which reporter(s) might cover your story. For example, if your key audience group is senior citizens in Dallas, than go after local newspapers. Aligning your media pitching goals with your customers' demographics will ultimately help you sell more merchandise and get the recognition you deserve.  

Ace a Radio Interview and Get Requested

I prepped my client Teresa Berg Photography this week for an interview with Martha Stewart's radio program, Morning Living. Preparation for radio is different than other mediums - particularly since this one was going to be over the phone. There are two big challenges to overcome in these kinds of interviews:

1. You can't see the host so you can't read their visual cues. You don't know how long to speak, or if you're answering their question correctly until someone interrupts.

Solution: If you can, listen to previous interviews or stories the reporter/host has done. This will help you get a feel for his or her style.

2. If an audience member misses your name off the top of the interview, they may never know who you are. Unless the radio program puts your information on the show's website - you're out of luck.

You can overcome this by saying your name repeatedly in robot-like fashion, but the chances are you probably won't get asked for a second interview. So, how do you maximize your interview time, without over doing it?

Solution:

• Provide the producer or reporter your background information including: years of experience, books written, website link, awards won, etc. Include a list of questions you are frequently asked by clients and customers. This will help the host frame their questions, and make them aware of your credentials.
• Make sure your website is up to date with resources, case studies and links. When asked a question that requires more detail or examples, mention your website, blog, etc. This is helpful to the audience, and might encourage the station to link to your website.
• Write a list of talking points and keep it next to you for quick reference. This will come in handy if the interview picks up the pace or if a question takes you by surprise. 

Depending on the show, radio interviews can last for a few minutes or much longer. The best part about the experience is it will likely feel like a phone conversation with a potential client rather than a formal interview. But don't let your guard down too much - you might be in your sweat pants and tennis shoes, but you're still representing your company. Be informative, helpful and remember your talking points, and you're bound to get requests for more airtime.

No Visuals? No Problem - How to Save a Video Poor Pitch

Pitches that are short on visuals might just be better suited for newspaper or radio. However, there are ways to salvage your story and land a successful pitch. Here are a few ways to get ready for primetime.

- Tie into something topical. - The Greenovation Contest didn't offer many visuals, but the story tied into one of the top stories of the summer - the drought!

- Provide tips that solve a common problem.  - Four ways to save on college tuition didn't have a visual punch, but it did provide great information on practical ways to save money.

- Be compelling. Pitching a sponsor for a marathon that hasn't happened yet isn't easy, but this story of how a diabetic runner manages her disease to do more than most makes you want to watch!