Welcome to media relations, and congratulations on your sales position. That's right. You're in sales. If you recoil at the term, it's time for some sober truths. Public
relations in total is a sales activity: "selling" a product, company, individual or idea as worthy of a desired action from your target audiences. Consider the words of legendary
sales trainer, Zig Ziglar, who rightfully insists: "Everyone is in sales."
Media relations is PR's proverbial tip of the spear. You're asking the media to expend space, resources and credibility. In exchange, you're promising them a strengthened
connection with their audiences thanks to the valuable content you represent. Like every important transaction, a sales process brings the parties together. In our line of work,
we call that process "media relations."
In Ziglar on Selling, Ziglar says that you can never be too prepared for a sales presentation. It's no different in media relations. The following steps will elevate
your media relations from a cold to a warm call, even if you've never communicated with the person on the other end:
*Know Your Prospects: Just as good salespeople assess their prospects, determine your target media's needs and receptiveness to what you are selling. Examine the outlets
and the specialties and preferences of contacts. If Editor X's media database bio says no calls on deadline Thursdays, honor those wishes. Google and online media research
services make this preparation simple.
*Write the Script: Phone and e-mails pitches must be succinct and persuasive. We can look at advertising for our mission"to convey a value proposition in seconds flat.
Adopt advertising's brevity but forgo its hyperbole and adjectives. Every communication, such as phone conversations or e-mails down to the subject line, must be carefully written
out and reviewed.
*Fulfill the Order: Be ready to fulfill the order by making a checklist of everything the media will need if they are interested in your pitch. Typical requirements
include:
- Company executives for interviews
- Company customers for interviews
- Independent analysts/experts for interviews
- Product samples
- Photos
- Copy of press release or pitch letter for immediate resend
- Clips of relevant past media coverage of your organization/product/personality
- B-roll (TV, Web)
Have it all ready before you start pitching. Block out potential interview times with your spokespeople in advance.
*Act and React: Invariably, media relations leads you to the telephone. It's a one-step sale and presentation rolled into one, measurable by a stopwatch. Before lifting
the receiver, Ziglar advises, "The first few seconds you're on the phone, that will set the stage, mood and atmosphere of the presentation, so have a plan."
Referring to your script, introduce yourself and immediately ask: "Is this a good time to talk?" If you have called at an inopportune moment, inquire as to a better time. Most
media professionals will give you this information honestly and professionally.
Once you've been given the chance to speak, go to your pitch script. Keep it natural. Confidence and flexibility will come with experience. Feel free to edit the script as you
proceed through your call list, tightening the pitch and reordering key points based on feedback and outcomes during successive conversations with the media.
If you are calling after distributing a press release or pitch letter, don't ask if the media contact has received your communication. More often than not, it is still wedged
in the in-box. Say that are you are following up and be prepared to recount salient points quickly. If the media contact is interested and can't locate the original release or
letter (frequently the case), resend immediately and mutually determine a good time for phone follow-up.
Be ready to react to the media contact's feedback or requests. Swift reaction times are essential especially if you're pitching an expert for quotes in upcoming articles. The
media contact may not be covering the topics mentioned in your pitch letter, but could need an expert in a related area. Find out if your spokesperson is versed and willing.
*Create Mutual Benefit: Ziglar sums up his philosophy with a sales credo: "You can have everything in life you want if you will just help enough other people get what
they want." In media relations, the "other people" are journalists, editors or producers and what they want is valuable content. You want hits, media coverage for your company or
client. Mutual benefit is the heart of the sale. It is also the heart of media relations. PRN
CONTACT:
This article was written by Jason Karpf, founder of Pieces Marketing. He can be reached at [email protected].