PR pros and executives constantly wring their hands in frustration trying to get media coverage. But at the same time, they often overlook the simplest and most effective way to get in the media: cooperating with journalists when they ask for your help.
Blogger Ewan McLeod has a post on Mobile Industry Review reporting that a) he likes working with PR people and getting their pitches, b) he often calls them asking for news and c) in about four out of five cases, he’s told ’sorry, we don’t have any news today.’What?!?!?!
No PR person should ever get caught saying that to a journalist whose publication they wish to appear in.
Even if you don’t have an approved, official press release to offer that day, surely you can come up with something! An interview with a top executive. A trend story idea — something.
And this, my friends, is the easiest way to get media coverage: respond to requests for help from journalists.
Don’t wait for the exact day when you are ready to issue your press release and then berate the media in hopes of getting them to cover it. Instead, develop usable media information within your organization and be ready to dish it out in inbound phone calls from the media, at industry cocktail parties where you might run into a journalist, and so on. You’d be amazed how easy it is.
Thanks to Shel Holtz for flagging this item. Click here to read Shel’s thoughts on the subject.
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