Five Tips for Getting More Interviews

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.

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.

Holiday Fun with Press Releases

Never miss an opportunity to create a theme with press releases or announcements. I serve on the marketing committee for the Downtown Arlington Management Corporation. This is what we sent out to help raise awareness of the Black Friday/Small Business Saturday specials.

'Twas the night before the biggest shopping day of the year,
The sun set on Thanksgiving and Downtown Arlington retailers want all to hear:

Dear friends, neighbors and shoppers - Santa needs your help!
Kris Kringle has a large load on his back,
He asked us all to pick up the slack.
Our stores and our windows are filled to the max
Our new winter items are falling off racks.

We'll throw open our doors on Black Friday
And we'll do it again on Small Business Saturday.
Our restaurants are cooking and our parking is free!
Ten new businesses opened in downtown this year.
Come visit us and we'll give you good cheer!

Check us out online and see what we have to offer,
Downtown Arlington is growing - shop here and we all prosper!