August 18 2009

5 Secrets That Will Make You Irresistible To The Media

How do you get the media to take notice of and feature your announcement, company and product details? How do you land invaluable coverage in a top newspaper, magazine or an interview on a popular radio program? The key is to consistently distribute media announcements that elicit attention and to master the art of pitching directly to the media.
Unfortunately, most business owners and marketing professionals don’t know how to write effective media releases or speak about their business. In their attempt to supply the media with ALL the information that they need to sell their product or service, they inadvertently end up with a long winded, lacklustre and uninspiring advertisement that never gets picked up....or worse, ends up in the garbage.
Here are a few proven tips you can use to generate attention and interest in your story when you are pitching the media directly.
 
1.    Do your homework
 
Before you decide to pitch a story, make sure that you have spent some time getting to know the person you are pitching to. Review their work and pay attention to their interests and unique perspectives. This ensures that you will present your ideas in the best light possible and that you are making it easier for them to fit you into their publication or program.
 
2.    Early bird gets the worm
 
Never pitch a story late in the afternoon or leave a voice message as your first contact with the media – I recommend sending a release or making calls between 8am-9am as you are most likely to catch them at their desk, in a good mood and with a few moments to spare. In order to put your best foot forward, aim to speak with the contact directly and be prepared to deliver your pitch in 2 minutes or less. In fact, speaking to them (as opposed to leaving a message) will triple your chances of proceeding further.
 
3.    Know when to shut up
 
It will not serve you well to speak the entire time. A reporter is in the business of asking questions – give them an opportunity to ask you some! Give them just enough in your 2 minute pitch to be intrigued and the space to enquire further and delve into the finer details. They may surprise you by asking a novel question or taking your story into an interesting and unexpected direction.
 
4.    Learn from the best
 
Consider media coaching with someone who knows what they are doing. There is no point re-inventing the wheel and learning everything from scratch. If you want to know how to develop a press kit and pitch top radio stations, find someone who has a proven track record and can coach you in this area. This is particularly important if you intend to appear on TV - there are certain, specific rules and strategies related to body language (which represents 55% of your communication) that will be critical to your success.
 
5.    Persistence, persistence, persistence
 
Follow up every pitch and press releases with a telephone call and ask for feedback – the key is to uncover the secret angle or hook that will grab attention and garner you some editorial coverage or an appearance on radio or TV. If possible, send a hand written note. 99% of people never follow up let alone send a hand written note. The key in media is to stand out (for all the right reasons) and build relationships. 
 
Simply put, do what your competition is unwilling to do and you will exponentially increase your chance of becoming irresistible to the media.