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Find out what’s
best time to call, what information he would like to see about your company, and let him know that he can call you if he needs information on your company, industry or on a subject you are an expert.
Then, go back to your office, send him a brief thank-you note (mail or e-mail) and again offer your assistance. If he mentioned sources or ideas he needs, be sure to gather that information and provide it to him as soon as you can.
Update your database with all of information you found out, including personal information. Does he have children? How many? Names? Does he cover other topics besides your industry? Which ones? Do you know anything about this? Can you be helpful to him? How long has he been at publication? Whenever you find out more details about him, put it in your database. Then review it before you talk to him next time.
4.Be truthful, open and honest.
The truth is always best option. Never lie to a reporter; he will eventually find out and you will never earn back his faith. Be as open as you can in answering questions, and never say, “No comment.” “No comment” to a reporter means you are trying to hide something. It would be better to say, “I don’t know about that, but I can tell you…” and then discuss a positive aspect of story. If you can have three or four talking points about your company, you’ll be able to keep better control of story. Just deftly bring subject back to what you prefer to discuss.
5.Be responsive and helpful.
When a reporter contacts you, he is usually under a strict time constraint. He may call you at 3:00 p.m. and have a 5:00 p.m. deadline. If you aren’t available, or do not return call promptly, you will miss out on opportunity to be included in a story. The reporter will find another source to quote, and he may never call you again. Writers aren’t much different than you and me—they will take easy way out and call one or two available, reliable sources instead of expanding their network. You want to be that source.
If you see articles or find information that might interest reporter, be sure to pass them on to him. He will begin to value relationship and consider you a great source. This will help when you do pitch a story to him. And remember, make reporter’s job easier.
Always provide other sources if you can for any story you pitch. If you can hand complete story to reporter and he doesn’t have to spend several frustrating hours finding additional sources, he will be very grateful.
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Lois Carter Fay is an accredited public relations professional (APR) with 30 years experience in marketing, PR and advertising. She is the founder of Marketing Idea Shop and the publisher of Brainy Tidbits, the weekly email newsletter with brainy ideas and resources for women business owners, small businesses and marketers. When you sign up for the newsletter at http://www.marketingideashop.com you will receive "67 Ways to Promote Your Business" free by return email.
