8 Tips to Get Media Attention

Nothing helps your business more than getting mentioned in a popular magazine, newspaper, blog, website or TV news segment. As I continue spreading the word about YSN.com, I’ve learned that journalists are in business too, and like you, they have pressures, deadlines, idiosyncrasies and yes, lives. If you think your life is stressful, follow around a journalist for a little while. Remember, as an entrepreneur, your stress is created internally, as you have decided to be “in charge.” Journalists are at the mercy of many others who often control their every move. So showing them that you understand and respect their jobs will give them the incentive that they need to give you the time of day, and sometimes even their friendship. To build the foundation for a favorable relationship with the media, consider these simple steps:

1. Why should they write about you?
Come up with a list of story angles that a journalist could use to write an article about you and your business. Decide what makes your story newsworthy. Are you unusually young for a business owner in your area/field? Have you started a company that is out of the ordinary, or provides a new or specialized product or service? Then, write down a list of attributes that could be used as “buzzwords,” or phrases, to describe you or your venture. Some examples might include: “woman business owner,” “Native American” or “cyberjunkie.” If you are doing your homework and reading your industry’s trade journals, newsletters and other publications, you should have no problem finding the industry catch phrases.

2. Build your own media list
Compile a media list of publications and media sources (newspapers, journals, radio shows, talk shows and news programs) that you believe are most likely to write a story like yours. Collect all of their vital information – complete company name, address, phone and fax – as well as a suitable contact person, if possible. Be selective. Don’t send info to people who clearly do not cover your industry, topic or share your audience/clients. Journalists are constantly bombarded with unsolicited press kits, so don’t waste their time (or your money) sending them literature on your business banking on the off-chance they might make an exception. There are too many publications, journals, organizations and news stations that will be interested in what you are doing to bother those who don’t. The worst thing you can do is provoke a journalist to request that you don’t contact them again.

3. Who do I contact?
For business publications, send media kits to the Managing Editor or Senior Editor. They are more likely to be the ones personally writing or overseeing feature stories, and are usually the best ones to review new story leads. For general interest publications, find the name of one of the editors who covers your field (contact information is usually available in a thin column called a “rote box” in the first few pages of a magazine or newspaper). Never bother the publisher since they’re usually a business manager of the company, not a journalist. Often publishers are not even located in the same offices as the editorial departments, and thus are most likely to disregard or misdirect your information.

4. When to pitch your story
Create your own media calendar to help you preplan PR campaigns. A good way to start is by studying your company/industry’s business cycles. When are your busiest months? If, for example, you provide a career-oriented service for students, your business cycles would peak around May and December, when students are most likely to be hunting for jobs. If you look at some of your media targets around these times, they too are probably keeping tabs on graduating students. This is when you most need them to know who you are.

5. Plan Ahead
Most major monthly magazines have a three month lead time. On your media calendar, keep track of your “target media months,” or months when you would like your information to appear in the press. Then from each of your target months, move two months backwards and note issue closing months. Then move one more month before and note press release due dates.If you are dealing with a daily or weekly publication, the best time to release information to them is usually closer to a few days or three weeks prior to publication, respectively. For any other distribution cycles, call the publication directly to inquire about their specific issue closings. Another good idea, while you have them on the phone, is to request a copy of their publishing calendar. Understanding when journalists are most likely to be interested in your story can save you a lot of time and greatly improve your chances of being mentioned or featured in an article.

6. Make yourself invaluable.
Be a resource to the media. If a journalist or editor calls you for information on your company, or even your industry, jump. Don’t appear too anxious, but give them everything they want and more – but keep it brief. If they say they’re on a deadline (and they’ll tell you), restrict your correspondence to brief faxes, voice mail or quick calls should they request that you contact them directly. The more attentive you are to their needs, the more likely they are to keep in contact with you. All journalists have their own group of people they consider personal sources for various issues; if you can become one of these people, sooner or later you are sure to be rewarded with some great publicity.

7. Follow up
Always follow up with a thank you letter for any article or interview that you receive – even if you are interviewed, and you do not appear in the article (which happens often), follow up and thank them anyway. It’s very easy to get frustrated after you have spent a great deal of time gathering or offering information and insight to a media agent and you do not get recognized for it, but don’t let that get in the way of good manners!

8. Keep in touch
Send your media contacts an occasional note or mailing as your company changes, expands or diversifies to let them know about the latest news. This is an excellent way for you to stay fresh in their minds and allow them to stay abreast of your progress effortlessly.