Publicity: Marketing-Minded Financial Planners, Never Say These Words to a ReporterWritten by Ned Steele
They deal with jargon-filled press releases, poorly-written news advisories, and gimmicky items like pens and mousepads, but reporters consistently and overwhelmingly name one habit of publicity-seekers as their number one peeve. What is it? It's when someone calls after a press release has been sent and asks "Did you get my press release?" This is single worst way to follow up after sending something. When you make this no-no call, reporter thinks: “If I wanted to call you, I would" or "Doesn't this person think I know how to open mail?" What's worse, they may even say this to you right over phone. If they weren't interested in your story ideas before, they certainly won't be now.
| | Publicity: When Calling a Reporter, Keep it ShortWritten by Ned Steele
When you are planning to call a reporter for first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas). When phone solicitors call you, you don't want to hear a long explanation of their product. You just want to know basics so you can make a quick decision and get back to work. That's why, in a first call or contact with a reporter, keep it short and sweet. Have one or two story ideas – no more – ready to convey. Don’t try what I call "shotgun approach"—firing away with seven or eight ideas in hope that one will hit mark. Would you want a phone solicitor trying to sell you that many products at once? Of course not. It’s too much for person at other end of line to absorb and process.
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