In this age of mirage media, securing the right
media for your clients could be a daunting task. But let’s examine the
following tips as professionals.
Opportunities abound, however, to gauge that rhythm
and work within it to ensure absolute benefits:
1. Know when to hit “send” on a pitch.
Media researchers annually study the when part of pitching.
Media professionals identified 10am – 12noon
(Nigeria time) as the time when journalists are most receptive to pitches.
Fridays are out, unless someone is writing or producing a weekend story. Sending
emails or calling on weekends is ridiculous unless you have the perfect contact
for a breaking story.
2. Do your homework to personalize the pitch.
The author of the pitch should personalize the message
to attract interest.
Personalization is important to the “how” part of
public relations. It’s where experience and understanding become invaluable. It
involves meaningful connections and builds trust at a professional and personal
level.
Radio hosts
typically go to guests they know or have had on because of certain dynamics of
radio that don’t exist for television. The guests’ radio hosts want, or go to,
‘get’ how to do radio. They know they have to sound clear on the telephone,
they know they need to be sensitive to wrapping up answers as music comes on
leading to a hard break, they know since there are no visuals or other visual
props or chyrons that the conversation itself has to be interesting and draw
people in.
3. Spend time on the message.
Another great way to earn the disdain of media
professionals is to blast pitches to anyone with a publicly available email
address or disguise a marketing email as a pitch.
Jonah Bennett, national security and politics reporter for The
Daily Caller, says that he prefers the meat of the message in the first two
sentences, at which point he decides whether to continue reading.
He works best with people whom he’s developed
relationships with over years of trading tips and talking about much more than
the content provided in a single email. Public relations folks who incorporate
gimmicks to trick him into opening mail become infuriating.
4. Prepare for breaking news.
Suppose an expert or CEO finally establishes a
relationship with someone in the news media. The interview is scheduled or the
article is confirmed for publication. You’re holding your breath by this time.
Then the worst happens: breaking news.
It is the bane of every public relations pro. It
disrupts the media rhythm, and all the best-laid plans are tossed aside as
bookers and reporters scramble to secure sources.
Accessing coverage is a skill like any other, one
that requires practice and experience. It is a matter of understanding the rules
to get in the game.
Welcome to 2018 folks!
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