As a business owner you may have a piece of news you want to share with the media – from an event to winning an award, to sponsoring a school trip. If you’re nervous about approaching the press, here are my top five tips to help you:
- Journalists are just real people
Never feel intimidated by talking to journalists. Despite what you may have heard, they’re just real people! Their job is to write stories, so they will be happy enough to talk to you. However, bear in mind:
- Journalists are busy, overworked people
So be respectful of their deadlines and pick a good time to call – unless you have a real scoop for them. If their newspaper comes out daily in the morning, then first thing in the morning is furthest away from their deadline. If their newspaper is published every Thursday, then steer clear of Tuesdays and Wednesday mornings.
Also have a clear idea of what you want to say before you call and make sure you have all the information you need to hand.
- Take their advice and guidance
Essentially if you’re trying to get coverage for your business through the editorial pages rather than paying for the advertising pages, you need to have a news angle. If the journalist is telling you that what you’re trying to push is an advert and not a story, but they’re kind enough to say that something else you mentioned would make a story – then go with it. They are the professionals, if they say there really is no story then it’s time to call in Datgan, not to get shirty. Which brings me to…
- Be polite
Newspapers are private businesses not public services and journalists are professionals, not public servants. Obvious, right? You’d think so, but you’d be surprised how many business owners phoned me up during my career as a reporter making rude demands for coverage. Treat the journalist like you’d treat any other business contact. Maybe even read a few of their pieces first and tell them which one you particularly enjoyed. A good relationship with a reporter can be invaluable to your business.
- Don’t be too relaxed
It’s fantastic if you develop a good relationship with the reporter, but remember some key principles. Use positive language, don’t be drawn into commenting on anything controversial, and if you don’t want something attributed to you, then you must state that it is off the record before you say it.
- Follow up
If you’ve had a successful interview with a journalist, or sent them a press release they expressed an interest in, keep an eye out for its publication. If it’s not in after a week, ring to politely ask why. It may be there has been a busy news period, staff illness, any number of reasons. Keep in touch politely until the piece is featured, and it doesn’t hurt to phone or email the reporter afterwards to say thanks for the piece.
There we have it, six top tips for talking to journalists. If you still don’t think pitching to the media is for you, Datgan can do it for you. Clients always say I am approachable and easy to talk to, so what are you waiting for?