You have the Reporter’s Interest, What’s Next?
One of the major key components to any PR plan is working closely with the media, regardless of whether your company has employed the services of a PR firm or its being done in-house.
Pitching is an important part of a public relations team’s core responsibilities but for companies, especially start-ups, where funding is low and hiring a PR firm is not yet possible, it’s likely going to be handled by someone within the company.
Media outreach can be a bit overwhelming and to help navigate what happens after you’ve peaked a writer’s interest, I’ve laid out some tips to help you understand the process and what to expect as you move forward in the process.
TIP: When pitching multiple journalists, make sure each pitch is personalized to the particular writer. Do not send out a general blanket email, you will not receive a response back.
While getting that ‘yes’ you had hoped for is great news, there’s still more work to be done. Consider the response your lead, not a done deal. The pitch is just the beginning, it’s your approach to the writer in offering up something of value with the goal of securing the press coverage for your brand. What you’ve done is put out the hook and now it’s time to deliver on that earned media.
At JMG PR, we are heavily focused on working with start-up companies and our longtime goals for clients is to help take them to the next level. That’s why collaborating with the media is extremely important; they are the gateway in helping to spread a company’s story. And in order to do that, we need to work side by side with the writers and journalists within specific fields. That’s why it’s important for you to know who you’re talking to and what their focus is; not all writer’s cover all topics. Being able to craft an attention-grabbing pitch is just the beginning. Once the door is opened it’s time to walk on thru.
The first step is establishing a great rapport with the writer if you haven’t done so already. As those relationships are strengthened over time, they’re likelier to be interested in what you have to say, which will increase the chances of securing the media coverage you desire. This doesn’t happen overnight, it takes time, and should be built on trust, respect, and honesty.
Tip: Once you’ve established those relationships, make sure you continue to nurture them. Social media is a great tool to connect and engage on a consistent basis.
Once the writer or media outlet you’ve been pursuing responds, it’s essential that you make the process as smooth as possible. No one wants to work with someone who is difficult, it is the quickest way to ensure your collaboration is a one and done situation.
Scheduling interviews, collecting research information, data, images, and any additional materials needed to get the story you’re pitching off the ground should already be in your possession. If they’re not, make sure you are able to get whatever materials are needed in order for the writer to tell your story in the best way possible.
Writer’s work on deadlines and often times the turn-around on stories is quick. If it’s going to take you more time than they have to obtain necessary information you run the risk of the story not running.
Tip - To avoid these types of situations, ensure your relationships are strong ones. Have a solid communication plan, check-in on a regular basis, and make it clear from your initial pitch that any necessary information / materials needed will be provided in a timely fashion.
Additionally, it’s equally important to provide good quality content during the interview. There may be times when some of what’s shared gets cut from the final piece but that doesn't mean it won’t be re-purposed in another way. Extra material can be used for things like sound bites, teasers, and pull quotes.
A strong and knowledgeable interviewee will also help to establish you as an expert in your respective field. The more you talk about your industry or business, the more you’ll be laying the groundwork for future press opportunities. These opportunities may include and are not limited to supplying quotes for future articles or thought pieces a writer may be working on. Providing great value to a reporter allows them the capability to write a great piece, which at the end of the day is what we’re looking for.
Tip - If a writer needs a quote or two for a story, they’re more likely to reach out to people they have a rapport with and have collaborated with in the past. Writer’s know who their reliable sources are, it’s up to us to ensure you and your company are part of those lists.
Another step in the process where flexibility is key is the interview itself. Often, when we hear the word “interview,” immediately we associate it with an in-person meeting. And while that may be an option for some, especially if the earned media you’re after is for an on-camera spot, there are quite a few alternatives based on the type of piece being written.
Feature stories require a bit more information than say a trend piece where all the writer might need is a quote or two, which can easily be done via email. Larger stories require more detail so this is where conversations become necessary. Thanks to technology, zoom has become a great way to connect with journalists in addition to phoner’s and even written Q&A’s.
After all of the necessary steps have been taken to complete your pitch request, it’s time to take a deep breath and hope the story runs. Unforeseen situations arise more times than not - breaking news, the story being pushed and becoming old news, lack of information, a competitor being chosen over you, even taking too long to reschedule a missed interview, can all contribute to an article not running. Despite the detours that can arise, the best advice is to stay focused and positive.
We’d love to hear from you on what PR tips you’ve found work best for you and your team after you’ve grabbed a writer’s attention.