Everyone conducting media relations is eager to see their name in print. It’s a given. You’re sure you’ve got a story, you feel good about your expertise on the subject, and you’ve found the reporters likely to be interested. So, you’re off to the races to get a reporter to share your story with the world. But, wait, are you sure you’ve got everything you need?
Think critically about the story you are trying to tell. You, your company or your client may be an expert in the subject, but how can you prove that to a reporter? As in any part of your business communications, you need to focus on showing your impact with demonstrable examples. To do that, you will probably need sources to whom a reporter can speak to give credence your claims, and flesh out their story with examples. If you can provide high quality sources to a reporter you will dramatically improve the chances of a media hit, and of getting coverage that conveys your message.
Improve the chances of a media hit by being prepared to provide sources to your reporter. (Credit: WikiHow)
Is your company disrupting an industry by providing a tool that radically alters how companies are doing business? Find a company that uses, and loves, your product and can attest to its merits in no uncertain terms. Are you helping individuals solve a pressing issue in their lives? Find two or three who can provide a before and after account of their lives.
This can be harder than it seems at first. Of course, you may have a small army of brand evangelists in your rolodex, but there’s no guarantee it’ll be a slam dunk connecting them with a reporter. Sources are another moving part in the media outreach machinery and it is important to carefully think through the situation before going out with it.
Your clients may adore you but may not be comfortable, or able, to speak on the record about you. Many companies have policies against endorsements. They may also be extremely busy, so taking time to speak to a reporter on your behalf may be a relatively low priority activity.
These are things to think through before beginning your media outreach, because it will harm your credibility with reporters, and annoy your supporters, if you’re caught flat-footed and scrambling to find someone to speak to a reporter at a moment’s notice. All your effort can be wasted if at the decisive moment — when a reporter says to you, “Great, I’d like to know more, who can I talk to?” — you don’t have what they need.
Here’s a quick checklist to make sure you’re prepared:
- Identify strong potential sources. These should be companies or individuals you know have had a positive experience with your company, and should be in industries most likely to appeal to the reporters and outlets you’re pitching.
- Reach out to your sources. Brief them on what you’re planning and ensure that they’re able and willing to speak publicly about your company. Speak candidly with them to ensure that what they tell you is what they’ll tell a reporter when you’re not listening. Ask them about their availability in the coming weeks and their preferred method of speaking to a reporter (phone or email, generally).
- Don’t over-promise. Once you’ve secured several — at least two — reliable sources, you can start pitching. You can tell reporters that you have sources available, but you should not name names. Remember, your sources are a moving part and things can change.
- When you have interest, check in with your source. If a reporter expresses interest, reach out to your sources and give them the specifics: what, to the best of your knowledge, the reporter will ask, and what the piece is about. Ensure their availability. If they’re uncomfortable, move on to another source.
- Make the connection. If everything goes well, connect the reporter and your source via an email that lays out the details of how they will connect: who will call who, at what number, at what time. Don’t make your source have to go through the motions of scheduling a time.
It’s more work at the outset, but if you can piece it together you will certainly improve the chances of a media hit because your story will be that much stronger.
