Public Relations Tips: Reporters And Editors

Here's a good free publicity tip. Let's talk about the right and wrong way to follow-up. You don't need to follow-up with every editor who receives your stuff. But the follow-up might get you another assignment. Don't call an editor to whom you have sent a brief and ask, "Did you get my brief on six tips for traveling with pets, and if so, do you know when it's going to be published?" Many people call and ask, and that annoys editors. A much better way to follow up is to just tell the editor that you sent in a brief or a news release and ask if they need additional information.

While you have the editor on the phone, you might use that time to pitch another idea or two, or invite the editor to call on you when they need expert commentary on a particular topic, or if they need story ideas, or background. Invite them to put your name and telephone number into their Rolodex file. That's a great way to do it. If you're going to get editors on the phone, if you're going to follow up, make sure it's quick. Make sure it's brief, and be sure you are offering to help them. That's real important.

For more free publicity ideas, read Briefs, Fillers and Quizzes: How To Write Them and Why Editors LOVE Them

Posted by Dan at 01:33 PM | Permalink | Comments (0)

If you are writing a letter to the editor you need to be careful about what type of information you write in it.

Be careful about whatever you submit because what runs in the op-ed pages generally, in my opinion, carries more weight than what runs on the news side. What people pick up from the op-ed pages carries more weight than what they read in the news. You don't want to run something that appears, that you think is really strong, but then someone within your organization has a problem with it, or maybe some statement that you're making on behalf of someone in your organization through this letter differs from another opinion within your organization. You want to avoid those sorts of political problems that can happen. You want to make sure everybody's on board with the message that you're trying to get across.

You can find more great information like this in How to Use Newspaper and Magazine Editorial Pages.

Posted by Dan at 07:18 AM | Permalink | Comments (0)

Should you contact reporters through email? Technology editors want the technology, but most of them are giving out what I call a "public" email address. They never even go to that email box. It just overloads and they ignore it. They have private email addresses, because think of the numbers here. If it's that easy for you to email 10,000 press releases to 10,000 reporters, it's that easy for everybody. So these reporters are finding they are just swamped getting thousands of emails a day. That makes it tough. That's why it's important to know which reporters want the email, and which would rather have the snail-mail, and which would rather have the faxes. For more fantastic tips on how to write great press releases, read How to Write a Killer Press Release That Stops Reporters in Their Tracks
http://101publicrelations.com/killer.html?utm_source=prideas&utm_content=killer_press_releases

Posted by Dan at 07:26 AM | Permalink | Comments (0)

When you go in for an interview with a reporter they can sometimes ask mean and "nasty" questions. These tend to scare people and they do not do well in their interviews.

No matter how nasty the questions are asked, the trick is to think in terms of categories. Don't answer the question; look to the category. If there's an accident and somebody's been hurt, the category might be "who's at fault," where you have messages for who's at fault. Now, there's a positive way to ask who's at fault, "What happened here?" That's a very, nice, easy, "What happened? Did somebody make a mistake?" And a nasty way would be, "Is it your janitor's fault for leaving the mop lying out there?" or even nastier, "Who really screwed up here? Who's going to get fired because of this?" The category for both types of questions is "who's at fault." If you have your positive key message about how to say that, and which may well be something like, "We're investigating, and as soon as we find out, we're going to take appropriate action," then you respond appropriately.

If you want to find some more great information about working with reporters you can read How to Keep the Media Wolves at Bay.

Posted by Dan at 01:52 PM | Permalink | Comments (0)

Here's a tip when you're writing briefs for publicity. Let's get started and talk about briefs. I think they're absolutely terrific, and editors do too. If you want proof of that, just pick up any national magazine from any newsstand that you go past. Flip through those pages and count the number of really short articles that you see in there. I'm talking about things like little 3-inch fillers to short, little quizzes, to even really short articles. And by that I mean articles that are no longer than about 400 words. That's even a bit too long to be called a brief, but many magazines still use those.

Briefs also include resource boxes. Newspaper and magazine editors love using resource boxes to accompany longer stories. Those of you who have books out may find your books or websites eventually in those resource boxes, if you go about it correctly. Offer your briefs for free. Don't be like the typical freelancer who's looking to be paid a freelance fee. You can get some fabulous publicity for your efforts if you give it away. That's the best way to get published. I know some freelancers who think that goes against their grain, and that's fine because that's how they make a living. But to those of you who, for example, are trying to sell books, that's difficult. If you can give away the information, you'll be more attractive to editors. For more tips and great ideas on writing briefs, read Briefs, Fillers and Quizzes: How To Write Them and Why Editors LOVE Them

Posted by Dan at 01:24 PM | Permalink | Comments (0)

If you are writing a letter to the editor you need to make sure that you have someone else look over it for you.

I think it's important that a second set of eyes reads it. If you're writing something, sometimes you can get too close to it. I know as a former columnist myself, I used to fall in love with certain passages and that's why I need my editor to look over it and say, "Well, this is really well-written, but it's kind of redundant. You say it a second time, and you don't need it. I think it's real important as you're writing the letter or the op-ed piece, to ask yourself, "If I took this out, would it really harm it? Is it necessary for the logic of the idea I'm trying to express?" If you can take it out and it reads perfectly OK without it, then you don't need it. Throw it out.

You can find more great information about writing letters to the editors in How to Use Newspaper and Magazine Editorial Pages.

Posted by Dan at 07:17 AM | Permalink | Comments (0)

If you are going to pitch a story you may want to consider they day you pitch it on. The day you choose could mean a lot for whether or not your story gets published.

The best time in terms of burying the story is also the best time to irritate the media and perhaps provoke their greater interest, which would be after their deadline on a Friday afternoon, because they're always suspicious of bad news release that late. At the same time, the best news days categorically tend to be, for routine news, Tuesday through Thursday. So with all that said, I would identify Monday as the day that tends to be very busy, and therefore maybe your story gets lost in the shuffle, or buried in the shuffle, versus a day that would either provoke suspicion or be more wide open for news coverage.

There is much more great information like this that can be found in How to Keep the Media Wolves at Bay.
http://101publicrelations.com/mediawolves.html?utm_source=prideas&utm_content=media_wolves

Posted by Dan at 08:37 AM | Permalink | Comments (0)

If you get invited to an editorial board meeting there are a lot of things you should do to prepare. A couple of them are:

1. First, do your homework and decide beforehand the key points that you want to get across to the board. It may be just three or four major points. You don't want to go in and give them a full, long-winded explanation of everything you can think about on this particular issue or your organization. Just go in with a couple of key points.

2. Ask how many people from your organization they will agree to meet with. I have seen people from organizations come to editorial board meetings with six and seven people from their company and it's just overwhelming. I generally would tell people that if you're coming to meet with us, bring two other people with you-a total of three people from an organization.

Doing things like this will greatly help you. You can find more information like this in How to Use Newspaper and Magazine Editorial Pages.

Posted by Dan at 10:22 AM | Permalink | Comments (0)

No matter how much experience you have with the media you still need to be sure and prepare a lot for crisis situations.

I can't over-emphasize the value of preparation, both for media training and practicing key messages. A lot of people think they're good with the media until it comes to a crisis. Some people are great for routine interviews and can't do a crisis interview. The only way you know that is by testing them under media training.

Crisis communications-you wouldn't necessarily have a different crisis communications policy, but a crisis communications plan-actually provides the detailed procedure for responding to crisis and delineates how that differs from responding to routine, positive news.

You can get much more information about how to deal with reporters and work with them in interviews, whether crises or not, in How to Keep the Media Wolves at Bay.

Posted by Dan at 01:00 PM | Permalink | Comments (0)

It is very important for companies to develop crisis plans. Many companies do this but they tend to leave major gaps in their plans that need to be fixed.

The single, biggest gaps I've seen in crisis plans is most of them tend to be emergency response plans. They're not really full-fledged crisis preparedness plans. They deal with fires and earthquakes and disasters. They do not deal with lawsuits or sudden loss of management. They do not answer as a question, "If you lost your primary place of business today, do you and everybody in your company know where they would do business tomorrow?" They do not answer "What do you do if there's a sudden run on your stock on Wall Street?" They don't answer the corporate disasters. They may just handle the operational disasters.

You can find more great information like this in How to Keep the Media Wolves at Bay.

Posted by Dan at 07:06 AM | Permalink | Comments (0)

When you have an interview with the media you want to be prepared, not just for the questions, but for them in general, that means your office too.
If you're doing an in-person interview in your office, remove anything you do not want the reporter to see. That includes confidential reports, papers piled on your desk and other materials they might ask about. Many reporters have developed the skill of reading upside down. So put sensitive materials out of harm's way.

Also, expect random questions, like, "What is that strange looking thing on your credenza? Is it a piece of artwork?"

At in-person interviews, reporters are always on the lookout for "color." They will pay attention to detail and inventory the room, look at the walls, check out the furniture and keep their eyes open for things that might give them a clue about your hobbies or personal life. If they ask, share this information with them if it isn't sensitive. If it is, get rid of whatever it is
that you don't want to talk about. That includes books on your bookshelf.

Learn more about how to prepare for a reporter in person interview by reading Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 11:40 AM | Permalink | Comments (0)

Writing letters to the editor can be a great tool. When you are writing letters to the editor you have to know what they are looking for.

When you're thinking of writing a letter, I would strongly encourage you to find out what the guidelines are for letters to the editor for the publications that you want to write for. Many publications have very different guidelines. Here in Milwaukee, for example, the Milwaukee Journal Sentinel wants letters of no more than 250 words. Other publications might take letters that are longer. Look on the editorial page for the little box that gives the guidelines on what they want for letters to the editor. They will also tell you how to submit them. If you're writing a letter on a very timely topic and you'd like to see that letter printed in a day or two, go ahead and email it, and usually that little guidelines box will give you the email address of the letters editor, the person who accepts and views those letters for publication.

You can find so much great information on this topic in How to Use Newspaper and Magazine Editorial Pages.

Posted by Dan at 07:16 AM | Permalink | Comments (0)

A major way to deal with fierce wolf reporters is to have the right approach. You cannot approach them nervously, you have to face them equally.

Most people think of wolves as fierce and hungry and willing to tear you apart to get what they want. However, factually, the best way to deal with a wolf is to make them think you're a wolf too-perhaps a friendly wolf, perhaps unfriendly, but most importantly, that you're not prey. I think most reporters can become wolves under the right circumstances, but maybe 10 percent of them are more naturally lupine than others.

Sometimes when people are being interviewed by reporters who they think are nice and kind and gentle, they can get tricked by that. Sometimes reporters can come off looking kind and gentle. And then they'll throw you a question that comes out of left field, and they can really catch you off guard.

You need to come across as an equal to them, not just as someone that they can take advantage of.

You can find out more about how not to be prey in How to Keep the Media Wolves at Bay.
http://101publicrelations.com/mediawolves.html?utm_source=prideas&utm_content=media_wolves

Posted by Dan at 01:32 PM | Permalink | Comments (0)

Get in favor with your reporter and make sure your story is correct by giving them all you've got.

If a reporter asks:
"May I have your home telephone number in case I need to call you to verify anything in this story?"

Give them the number. If your number is unlisted and you feel you can trust the reporter not to give it out to anyone, do so. If you don't trust the reporter, then tell them it is unlisted. But offer to call back at a certain time to make sure any questions are answered.

"May I call you later to fact-check the story and read your quotes back to you?"

Hallelujah! Chances are good that this is an experienced reporter who truly cares about accuracy. Your answer should be an enthusiastic "Yes!" In fact, offer your home, cell and beeper numbers if you have them. Always make it easy for reporters to find you.

"Do you have a photo of yourself that we can use for the story?"

Keep a wallet-size black and white or color photograph, taken by a professional photographer, on file. If you don't have one, the newspaper photographer might catch you on a bad hair day, or when you've only had 4 hours sleep the night before and are not looking your best.

For more advice on what to allow, give, and withhold from a reporter, read Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 01:44 PM | Permalink | Comments (0)

If you are a business who gets in a crisis and wants to get good coverage out to the reporters, having already established a cushion of goodwill would really help you out.

Del Webb Corporation, the people who built all the Sun City retirement communities, were at the wrong end of an attorney general's investigation related to the pollution of Lake Powell by one of their former subsidiaries that ran a boat dock there. Horrible news. They ended up paying the highest environmental fine ever in the state of Arizona at that time. Part of the fact that the story didn't last and hurt them beyond that couple of days, I hope, was because I did a good job for them. But a big part of the reason why it didn't last is because they already had an existing cushion of goodwill. They had a very good reputation as corporate do-gooders, as good neighbors, as responsible developers. And so the press was willing to listen to them and gave their words some credibility. I've seen the exact converse happen where an organization did no proactive PR, and the first time the press covers them is in a bad news situation. They suffered far more than they would have if they'd had the cushion of goodwill already established.

You can find a lot more great information like this in How to Keep the Media Wolves at Bay.

Posted by Dan at 07:58 AM | Permalink | Comments (0)

Your follow-up should be by telephone. Simply ask the reporter if he is interested in the article and if he needs more information. If the reporter says no, for whatever reason, do not try to change his mind. Instead, ask, "Is there a different angle to the story that might interest you?" or "Do you know anyone else who might be interested in this type of story?"

If your offer is declined, don't send the same pitch letter to the same person two months later, hoping he will have forgotten about you. You will brand yourself as a pest. You can, however, send the same pitch letter to someone who works in a different department of the publication. If, for example, you pitch a food-related idea to the business editor, who declines it, you are free to send the same pitch letter to the food editor.

If you're trying to follow up but you keep getting the reporter's voice mail, leave a message. If you don't hear anything, follow up a week later. Some reporters would rather communicate by e-mail. Whenever you contact a reporter, ask whether they prefer phone calls or e-mails.

In order to get more tips about follow-up after writing a pitch letter see Special Report # 7 "How to Write the Perfect Pitch Letter That Convinces an Editor to Write About You"
http://101publicrelations.com/sr7.html?utm_source=prideas&utm_content=sr7

Posted by Dan at 01:36 PM | Permalink | Comments (0)

There are many reasons that you would want to write letters to the editor. One such reason is this:

You can use letters to state your opinion about any kind of an issue or a story that you seem to think the publication is ignoring, for whatever reason. Sometimes all it takes is a single letter from a reader to start the ball rolling and to get more letters coming in on the same topic. If the editor is sitting there seeing that they're getting three and four and five, maybe a dozen letters to the editor on a topic that they've never had a story on, that shows that there's interest in that topic. They might assign the reporter to do a story on it, in addition to printing the letters.

You can find more reasons like this and more great information in How to Use Newspaper and Magazine Editorial Pages.

Posted by Dan at 01:14 PM | Permalink | Comments (0)

When you want to have something published you will have to work with the editor, reporter etc. You have to be able to help them out and not just expect them to do everything foryou.

Whether you're dealing with an editorial board, a reporter, an editor, the editor of the op-ed pages, or whoever it may happen to be, the more you can do their job for them-make it easy, connect them to something that's topical, that's going to be concisely written, well done, do it all for them-you exponentially increase your chances. And if they don't bite on it, don't try to ram it down their throats. Don't give them apples when they want oranges. Give them their oranges. They'll take the oranges. Then give them apples later.

There is a lot more great information about using newspaper and magazine editorial pages in How to Use Newspaper and Magazine Editorial Pages.

Posted by Dan at 07:29 AM | Permalink | Comments (0)

At an interview you can expect a variety of questions, never answer with something you can't back-up, and NEVER speculate.
If the reporter asks.
"Can you give me an example?"

If you are making a key point or observation, be ready to back it up with an example. Make sure it's a good one. Reporters will often use this information in stories.

"Can you prove that?"

You should be able to prove anything you tell a reporter during an interview. If you can point to a specific source where you got your information, do so. Do not, under any circumstances, claim you can prove something that you cannot. The reporter is apt to hunt down the information, prove you wrong, and say so in print.

Or, "What if the economy goes bad? Would you consider laying off employees?"

Beware of the words "What if." Never speculate about anything because once it's in print, it can come back to haunt you. Simply say, "I don't want to speculate about anything like. Besides, there are so many factors that would go into that kind of a decision."
Learn more about what not to say to a reporter in an interview by reading Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 11:42 AM | Permalink | Comments (0)

A good reporter is going to get some background about you for credibility and interest, know what they will ask so you don't get caught off guard. Expect questions like the following:
"How do you know that?"
Good reporters will ask this question because they don't want to accept what you are saying at face value. If you tell them how you know something, they can go to the other source to verify the information for accuracy.

"Who is your personal hero?"
This is a common question because it helps add color to a story. Reporters don't expect you to name someone who is famous or well-known. It's actually an innocent question that will help people know a little more about you. A hero can be a favorite aunt or uncle who helped you through a difficult time in your life. It can be a teacher from your past. Or it can be someone you have never met.

"What was your childhood like?"
Reporters ask this question because sometimes the answer is the perfect lead to their story. For example, if a bank president says that his eight brothers and sisters had a difficult childhood because the family was
poor and they all had to do neighborhood jobs such as mow lawns and deliver newspapers to help out the family-and if he adds that that helped him learn the value of money-it might be a nice way for the reporter to begin the story.

Learn more about what reporters will ask you, why they ask it, and how to best prepare your response, by reading Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 08:39 AM | Permalink | Comments (0)

When you are having an interview with a reporter they can some times play tricks on you in order to get you to do something that is not necessarily good. You always have to be careful in interviews and such not to be caught in these traps. This is one example:

We took a rest break, and the reporter went down the hall to the restroom, and my clients were starting to talk a little, and I noticed.I raised one hand, because I noticed that the reporter left the tape recorder running, obviously hoping, of course. It could have been accidental. I suspect that it was trying to catch them saying things with the reporter out of their presence that they wouldn't have said with the reporter in the room.

To learn more about these situations and how to work with reporters read How to Keep the Media Wolves at Bay.
http://101publicrelations.com/mediawolves.html?utm_source=prideas&utm_content=media_wolves

Posted by Dan at 01:36 PM | Permalink | Comments (0)

If you do an interview with a reporter it is important that you handle it correctly. The reporter may not be educated on your topic or may not be very prepared to hear you. You want to work with the reporter so that they end up knowing about you and your topic and not just throwing the information you gave them away.

The key is handouts. I always recommend that anything said verbally be backed up with handouts of some kind, or with follow-up email or follow-up fax of some kind, so the reporter and his or her editor doesn't have to strictly rely on notes. If I've done a telephone interview with somebody in a crisis situation, and I've made points that I think are really important, even if I think I've delivered them brilliantly, I will send a follow-up fax saying, "I appreciated talking to you, and just to reiterate, here's what we think are the most important points about the matter," and you follow it in writing. I always encourage my clients to do that.

You can find more information such as this in How to Keep the Media Wolves at Bay.
http://101publicrelations.com/mediawolves.html?utm_source=prideas&utm_content=media_wolves

Posted by Dan at 08:35 AM | Permalink | Comments (0)

There are some things you can do to keep the reporters coming back to you, and editors coming back to you for more articles, which means more free publicity for you.

1. Be fanatic about meeting deadline. Miss one, and some editors won't have anything to do with you again.
2. Fact-check everything. If an editor is forced to run a correction as a result of inaccurate information in your article, it may be the last time your name ever appears in that publication.
3. Several months after an article appears, follow up with the editor again and offer a piece on another topic.

To learn more on how to keep getting free publicity and how to reuse an recycle the free publicity you already got see Special Report #6 "How to Write "How To" Articles That Position You as an EXPERT"
http://101publicrelations.com/sr6.html?utm_source=prideas&utm_content=sr6

Posted by Dan at 01:23 PM | Permalink | Comments (0)

If you are doing an interview with a reporter and he is coming to your business you will want to give your employees the heads-up that a reporter will be there in the building.

You need to let people know, throughout the company, that there will be a reporter on site, and remind them that anything-either through staff meetings or even by email-that's said in the presence of a reporter is on the record. Just give them a heads-up that "between 11 and 1 o'clock so-and-so from The Times will be in the building and please be conscious of that."

So that you don't have a reporter that you're taking on a tour, and as you're taking them down the hall, they overhear a conversation about some confidential information about one of your clients that's coming from somebody's office.

You can find out a lot more helpful information about working with reporters in How to Keep the Media Wolves at Bay.

Posted by Dan at 07:55 AM | Permalink | Comments (0)

If you are being interviewed by a newspaper, magazine or television reporter, don't make the mistake of thinking you don't have to prepare for the interview. In some cases, if the reporter makes an appointment to meet with you in person, you may have several days to prepare. But a reporter may call when you least expect it and need your comments immediately for a story that will appear in the following day's newspaper, or on that night's TV newscast.

Here is an example of the types of questions you can expect reporters to ask, and tips on how to prepare for them:

Early in the interview, reporters will want most of the basics from you, depending on what the story is about. One of the reasons they do this is that they can pitch you softball questions that you feel more comfortable answering, then ask tougher questions as the interview proceeds. Provide a media kit that offers your one-page professional profile, a history of your company, a simple Q&A sheet listing the most frequently asked questions, or a fact sheet about your organization. You can save the reporter a lot of time. Offer to drop off the media kit at the newspaper office if the reporter is local, or use an overnight delivery service. If you have this information posted at your web site, give the reporter your URL.

To learn more of what to expect for an interview, and how you can best prepare for it, see Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 08:36 AM | Permalink | Comments (0)

There are times when a reporter may come to you, and you simply can't help them. This does not mean you should slam the door in their face, or the phone onto the receiver.

They may ask you,
"Who can I talk to who can give me more information on this topic?"

Be as helpful as you possibly can. If you can offer two or three great sources who the reporter can call, that makes you a more valuable news source, and the reporter is likely to come back to you for more information.

If you would like more help with dealing with the media, and interviews, including difficult situations, read Special Report #2, "Questions You Can Expect Reporters to Ask During An Interview (Including Nasty, Hostile Ones)"

Posted by Dan at 08:47 AM | Permalink | Comments (0)

Always tell the truth. Most reporters understand there are times when you can't say everything about some situation, but what you do say should be accurate. Saying
"no comment" is better than being unreachable or not telling the truth. Guessing can get you into trouble. Reporters, like anyone else, don't want to be duped.

Don't conceal negative information. If something bad happens, move to quickly and accurately disseminate it to the media. Don't make life tough for reporters or yourself. They'll eventually get the story anyway, and by contacting them first, you have a certain amount of control over the situation.

If a reporter calls and you feel caught off guard, however, or you can't answer his or her question, tell them it is inconvenient to talk right now, and say you will call back shortly. Then find out the answer and call them back as soon as possible.

An embargo on information can create a great deal of confusion. Avoid them if possible. When it does seem appropriate, ask reporters to agree to the conditions before the material is disseminated, not after you give it to them.

For more information on media ethics, see Special Report #15 "15 Steps to Effective University and College Media Relations"

Posted by Dan at 10:36 AM | Permalink | Comments (0)

When trying to publicize a story, it's a good idea to involve reporters in them.

Any time you can provide a memorable experience for reporters by involving them in your story, you increase the chances of a better story. That's because reporters aren't just bystanders recording what they see and hear. They are actual participants who are also recording what they feel, how they are reacting and what they think of the experience. Their stories will more likely be filled with emotion and present a more accurate portrayal of the event. But perhaps the best reason is that it forces reporters to get excited about your story. Excited reporters seldom write dull stories.

One local service club sponsored a Cardboard Boat Regatta every Fourth of July. Local companies made boats out of cardboard, then competed for prizes by paddling them down a river. I never covered the event. But if I had, I would have asked to be part of one of the teams so I could experience what it was like to paddle for my life as I felt the cardboard beneath me getting soggier by the minute and, possibly, collapsing.

For more tips on how to involve reporters in your event, see Special Report #42.

Posted by Rachael at 08:58 PM | Permalink | Comments (0)

There are some things you can do to get "in" with a reporter. For example, invite the reporter to call on you for background information they might need for another story. Then ask, "How else can I help you?" Reporters love to hear those words because most people want a reporter to help them. They seldom think about what they can do to help a reporter.

Suggest story ideas about your business, but never come right out and ask them to write about you. Offer your home telephone number, cell phone number and beeper number. Invite them to call you day or night. Exchange business cards. When the check arrives, don't dive for it. Either split it, or let them pay for your meal if they offer. Many newspapers have policies that prohibit reporters from accepting meals. So don't put them on the spot.

Mail a thank-you note and any other material you promised within 24 hours. Then keep in touch regularly. Offer feedback on their stories. Fax helpful articles about their areas of expertise or their hobbies. Share news tips and story ideas. Do lunch again in four to six months.

To learn more about how to get the reporter on your side and thus get more free publicity for your business, see Special Report #9, "How to Generate Free Publicity for Your New Business"

Posted by Rachael at 07:34 AM | Permalink | Comments (0)

There are many ways to involve a reporter in a story. One newspaper in Ohio where I worked printed a special section one year called "Trading Places." It was a compilation of stories written by reporters who worked at someone else's job for a day. A sports writer sold beer at a baseball game at Cleveland Municipal Stadium. The food writer worked as a chef in a hotel kitchen. A woman reporter worked as a matchmaker at a dating service. Another male reporter ended up with sore shoulders after heaving hundreds of garbage bags on his route as a municipal sanitation worker.

It was one of the most fun projects ever and resulted in some of the most creative writing I've ever seen from a reporting staff. If you want reporters to write about your company or organization, what better way to entice them than by letting them actually work at one of the more interesting jobs, then write about it.

For more entertaining ways to involve reporters in stories, see Special Report #42.

Posted by Rachael at 08:00 AM | Permalink | Comments (0)

If the damage is done, don't think all is lost, there is still something you can do. Let's just say that, the story appears in the newspaper and it's wrong. Or one-sided against you. Or downright unfair. So what do you do?

Call the reporter and ask for a correction. Yes, you run the risk of making the reporter mad. But if you don't correct the error, it might be repeated again when a new reporter takes over the beat, uses old stories for background and picks up erroneous information to include in the new story. Ask the reporter to read the correction back to you before it is printed. If you're satisfied with the correction, drop the matter. If not, consider writing a letter to the editor or a longer opinion column (usually 500-700 words) explaining your dissatisfaction with the story and stating your case in your own words. If you are writing a column, submit your photo to go along with it. An idiosyncrasy of reporters and editors is that it is often difficult to talk them into running a correction, but it is far less difficult to talk them into running a long opinion column or letter to the editor. If you are going to respond in writing, do it immediately. E-mail or fax your letter or column to the editor or the editorial page editor.
If you want to learn more tips about how to handle damage control with any print or broadcast medium see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

Posted by Rachael at 06:35 AM | Permalink | Comments (0)

For instant credibility, get published everywhere you can. That means writing letters to the editor of your weekly newspaper. How-to articles for trade publications read by your customers. Advice articles for national magazines. Commentary pieces for the Wall Street Journal. White Papers (see below) that you mail to decision-makers who can hire you. One of the advantages of being published is the long shelf life of printed material. Another is that with a little editing here and there, you can recycle your articles over and over again for even more publicity.

So what if you can't write? Hire freelancers. A good freelancer can interview you over the telephone or in person. Then using your ideas and terminology, the writer can produce interesting, compelling articles under your name. If you can afford the time, learn to write these articles yourself. The more you write, the easier it gets.

For more tips and ways to build your celebrity image see Special Report #11 "Secrets for Building Your Celebrity Image

Posted by Rachael at 07:01 AM | Permalink | Comments (0)

Ever worried about interviews because the reporter might have an attitude with you? What would you do if the reporter who came to interview you clearly has a bad attitude, an agenda, or is belligerent and argumentative? Say, you're 10 minutes into the interview and fear that stopping it will make the reporter angry. But you suspect the story will turn out disastrous if you proceed.

If you sense you are in trouble, politely stop the interview and explain why. Ask the reporter the name of the person to whom he or she reports. Then call that editor and explain what happened. Don't ask the editor not to print the information you gave the reporter because that's like dangling raw meat in front of a hungry dog. Simply explain that you feel you were not treated fairly. There's a chance the reporter will not write a story if the interview lasted only 10 minutes. If the reporter's editor gives you the brush-off, find out the name of that editor's direct superior and go all the way to the top (the publisher) if you have to. Newspapers are much more sensitive to these types of complaints now than ever before.
If you want to learn more tips about how to handle an argumentative reporter and their questions, see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

Posted by Rachael at 06:34 AM | Permalink | Comments (0)

If the vast majority of letters on a particular topic seem to all take the same position, your letter will stand out and have a greater chance of being printed if it takes the opposing viewpoint.
Don't ask editors to print your letter anonymously. Most newspapers won't, so you'll be wasting your time. And it defeats the purpose of free publicity.
Don't write a letter for the sole purpose of publicly humiliating a company you do not like. These are seldom printed. If you have a consumer gripe about a particular company, call a reporter and suggest it as a story idea.
Don't write a letter that exceeds the length limit or you will make editors spend valuable time cutting it. The "Letters to the Editor" page will usually include guidelines for writers. Follow them.
To learn more on how to and how not to get noticed when writing letters to the editor see Special Report #4 "How to Write Crisp, Compelling Letters to the Editor to Promote Your Product, Service or Favorite Issue"

Posted by Rachael at 07:49 AM | Permalink | Comments (0)

Reporters ask questions, that is their job, but sometimes that can be a problem. You might be wondering:
Will the reporter ask the most important questions?
Sometimes. But if not, you might pass up the chance to make your key points unless you're prepared.
Damage control: Before the interview, write down the three or four most important points you want to get across. If the reporter doesn't ask questions that lead to those responses, weave the topics into the interview. If you must, take your cheat sheet with you so you can refer to it during the interview.
What if the reporter asks a question I don't want to answer?
The question may be relevant to the story, but either you are unprepared for it, or you don't want to answer it.
Damage control: You can use a technique called "bridging" and bridge from the reporter's question to the answer you really want to give. Examples:
"That's a good question, but we find that people really want to know whether."
"Actually, that relates to a more important concern."
"I'm glad you asked that question because it focuses on a significant issue facing all of us.
Never let the reporter control the entire interview. But use the bridging technique sparingly, or you'll sound like you're running for office.
If you want to learn more tips about how to handle the media and their questions, see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

Posted by Rachael at 06:33 AM | Permalink | Comments (0)

Editors love tip sheets because they're ready-made lists that require no extra work on the part of the reporter. Publications can simply reprint them verbatim. TV stations love them because they provide content for the short bulleted lists that are flashed on the screen and often accompany stories. Sometimes even editorial writers use the sheets as fodder for their editorials.

A tip sheet is a simple list of from six to a dozen tips that tell people how to do something-usually how to solve a particular problem. Examples:

 "7 Ways to Stay out of Jail When Doing Your Own Tax Return"
 "9 Ways to Ward Off Winter Colds"
 "11 Mistakes You Don't Want to Make When Hiring Your Children"
 "Tips for Winterproofing Your Home"
For more great advice on writing tip sheets, and why they are important, see Special Report # 16 "How to Write Tip Sheets That Catch the Media's Attention"

Posted by Rachael at 05:28 PM | Permalink | Comments (0)

You can get publicity with honey, better than you can with vinegar.
It was the week before Christmas in 1996, when the media were hungry for stories. When the local NBC News affiliate in Milwaukee heard that a local ad agency had surprised all 55 employees just days before at the annual Christmas party with an all-expenses-paid trip to Disney World, the assignment editor jumped at the chance to cover the story. Within hours, camera crews were filming happy employees who explained how excited they were to be going to the Magic Kingdom.

The story was several minutes long on the 6 o'clock news that evening. It also made the front page of the Milwaukee Journal Sentinel on Christmas Day.

The result? "We were swamped with job applications from people who saw and read the news stories," said the company president, who found himself in an enviable position because of the tight labor market in Milwaukee and most of the rest of the nation.

Your company doesn't have to give away 55 free trips to Disney World to get that kind of coverage. You can, however, start a proactive campaign to strut your organization's best stuff such as working conditions, job opportunities, perks, the fun environment and even interesting co-workers-reasons why people would want to work there or why employees stay. Then develop a publicity campaign around it.

For more information on how to use free publicity to attract great employees see Special Report #3 "How to Use Free Publicity to Attract and Keep Valuable Employees"

Posted by Rachael at 05:37 PM | Permalink | Comments (0)

Misspelled names. Wrong facts. Inaccurate quotes. Don't let it happen to you.

Will they misspell my name?
You interview with a reporter by phone or in person and want to be sure your name is spelled correctly.
Damage control: Reporters usually double-check this. If they don't, remind them. Spell out your name phonetically-S as in Sam, T as in Thomas.Also, give the reporter your business card, a media kit, or printed materials that include your name-anything the reporter can refer to later.
Will the facts be accurate?
You interview with a reporter and want to make sure the facts of the story are accurate.
Damage control: Do not ask the reporter if you can read the story before it is printed. No reputable publication will agree to that. Instead, ask the reporter to "fact check" the story after it is written but before it is printed. The reporter simply calls you on the telephone and checks pertinent facts in the story. Some-but not all-reporters will agree to this because it gives them a chance to correct errors before they occur. It also helps them avoid having to print a correction the day after the story appears. Provide a media kit that includes a fact sheet with the most important facts about your organization.
Will the reporter misquote me?
Will I be quoted out of context? Or will the reporter quote me in such a way so that I sound uninformed or stupid, or will the quote be so garbled that it's just plain wrong? This is every news source's greatest fear.
Damage control: During the interview, talk slowly and in short sentences so the reporter can record your quotes accurately. Ask the reporter to repeat the quote back to you word for word. If there is time, ask the reporter to call you and read back your quotes after the story is edited but before it is printed. Some-but not all-reporters will agree to do this. Understand, however, that if you don't like the sound of what you actually said, or you regret having said it, you don't have the right to change it.
If you want to learn more tips, or for more information, on and about how to ensure the media doesn't mess up your story, see Special Report #1 "Damage Control: How to Keep the Media from Making a Mess of Your Story."

Posted by Rachael at 06:30 AM | Permalink | Comments (0)

In a crisis it is important to have your updated media list in multiple locations and formats because, depending on the emergency, you may not have access to your computer or regular files. It is often a good idea to keep a copy of this document at home if that is an option for you. Or, if you have a network you can access from a remote computer or via the web, keep your media lists in a folder on a shared drive. You could also keep a copy on your PC at home. Ultimately, in a major crisis situation, the news will often get out immediately through local TV stations, but you will still want to have your list of the people you have worked with in the past, who may be willing to listen carefully to your side of the story.

For more information on how to effectively manage communications in time of crisis, we recommend that you check out the instantly-downloadable book Crisis Communication Planning.

Posted by Rachael at 07:42 AM | Permalink | Comments (0)