The secret to landing national media placements
I am often asked, “What’s your secret to getting clients placed in national media?” It’s simple: I think like a reporter and I do the groundwork. Being a former journalist has been one of the biggest assets in my PR career. I know a good story, and I know a not-so-appealing story. I know how to develop a targeted pitch and how to avoid an advertisement for my clients.
Here is a recap of a recent successful pitch that helped me land two stories on CNNMoney.com, potentially reaching 8 million visitors to the site. As you will see, it was all about quick response; developing a pitch that I knew the journalist would find interesting; doing the legwork; going the extra mile to ensure the writer had useful information, sources and photography; and building a relationship (and my credibility) with an influential journalist whom I hope to work with again in the future.
Media Opportunity
I learned that a reporter was doing a story on different “free money” funding sources available for start-up businesses for CNNMoney.com. The media opportunity came through ProfNet, a resource that connects reporters easily and quickly with expert sources.
Quick Response
Considering reporters are inundated with pitches once they post their requests to ProfNet, it is important to respond quickly to opportunities if you want to get the reporter’s attention. At the blink of any eye, they can send a follow-up ProfNet saying they are no longer accepting expert sources because of the massive responses received, especially if it is a national media opportunity.
Perfect Pitch
I sent a pitch to the freelancer explaining that a perfect example of “free money” would be grant funding. I offered my client, TechColumbus, a non-profit organization that provides grant funding up to $50,000 for start-ups, as a source, as well as SyberMed, a company that received this form of funding. It was a short, simple and to-the-point pitch that I hoped would get the reporter’s attention.
Doing the Legwork
The reporter immediately responded back — always a positive sign — showing interest in speaking to both sources I provided. Thinking like a journalist, I developed a list of questions for my sources to answer based on the story angle and what I thought the writer would ask during the interview. This not only prepared my sources for the interview, it is also great background for the reporter prior to and after the interview.
After the sending the Q&As to the writer, she responded back: “I just went over the information you compiled here –great questions, very helpful…. again thanks so much for this groundwork.”
Powerful Interview
Prepping your sources for the interview is important. I always recommend that my clients study the reporter’s story angle prior to the interview so the interview goes smoothly. After the journalist interviewed one of my sources for the story, she sent me an email: “I just spoke with David at SyberMed and he was great, thanks so much. Perfect company for the story.”
Going the Extra Mile
Especially during a national media opportunity, I always try to go the extra mile to see how I can increase the chances that my client will have prominent exposure in the story. For instance, even if they do not request photos, I always try to send something editors will find interesting and would likely use. Thinking like an editor, instead of sending the usual boring headshot, I send (and even shoot myself if I have to) photos that go well with the story. In this case, I shot photos of David Syber, MD in a hospital setting. After sending the photos to the reporter, she responded back: “Hi Mike. These (photos) are above and beyond the call, thank you so much. You’ve given us plenty to work with, and I really appreciate that.”
The Result
Not one, but two stories with a photo hit CNNMoney.com: CNNMoney.com - Free Cash for Your Business and CNNMoney.com - Free $$$ for Entrepreneurs. It’s all in a day’s work.
photo credit: ceslava.com
