PR 101 Pt. 3

PR 101 Pt. 3

When You Want to Get the Word Out, Who Should You Call First?
By Lori Randall


Last month I addressed how to go about distributing a press release, determining who should receive the release and appropriate lead times to consider. I also encouraged you to put together a media kit that includes details about your company.

This month, we’ll review different strategies and approaches to talking to reporters and editors. When most people think “getting the word out,” they think of television or the daily newspaper. There are other options, such as weekly newspapers, community publications, web sites and radio. The more familiar you are with the various media outlets, the more effective you can be.

Daily Newspapers
Daily newspaper content is written by reporters, supervised by editors. Most stories are generated by the reporters themselves. After they write the stories, editors decide where and when the stories will run.
Advantages of Dailies:
• If they like the story, they might take an in-depth look at it.
• They have more variety than any other medium.
Strategies for Dailies:
• Find a reporter or editor who will take interest in your story.
• Find out if your story falls under an area of coverage (a “beat”) such as health, food or events.

Weekly Newspapers and Community Publications
Most weekly and community publications are tailored to specific groups: neighborhoods, suburban areas or ethnic groups.
Advantages of Weeklies:
• They have more targeted and specific audiences
• They'll often give an issue more attention if it affects their specific readership.
Strategies for Weeklies:
• Weeklies often compete with dailies and other media.
• Weekly and community newspapers generally have small, non-specialized staffs

Television
Television news tells fewer stories in fewer words. The assignment editor decides which stories to cover, and then a reporter and photographer team reports the story. The producer decides what to include and in what order.
Advantages of TV:
• You reach a broad audience
• Your story makes a visual impact that often lingers in people's minds.
Strategies for TV:
• If your event or group is doing something that relates to today's news, call the assignment desk and pitch your "local" angle immediately.
• Think good pictures and sound. Visual interest and movement are everything. Have a good spokesperson in mind who can make a point quickly and clearly, and find a compelling setting.
• Timing can affect coverage. Events scheduled after 9 a.m. or in the early afternoon give stations the most time to edit for evening shows. You may stand a better chance of coverage on Mondays or weekends when TV crews need news.


Radio
Radio stations can be great for reaching a wide audience. Their news departments usually cover news with the least amount of staff in the shortest amount of time for each story, and with the most frequent deadlines.

Advantages of Radio:
• You reach a broad audience.
• There is an opportunity to reach more specific audiences with certain stations.
Strategies for Radio:
• Know the stations. Stations with frequent local newscasts have the time and staff to cover your story. Smaller stations with mostly music formats may not. Talk shows are a good way to reach people. Generally, you need to contact the producer of the show, not the host.
• Think of sounds that radio reporters could record in the field that might help create a mental image for listeners and help tell the story.
• Timing is crucial. "Morning drive time" is the most important time of the day for radio news. Some stations begin early; sometimes between 4 - 6 a.m. "Afternoon drive time" (4 - 7 p.m.) is the other big time. Avoid calling around the top of the hour or the half-hour when news people are most likely on the air and not available to speak with you. Take advantage of slow news times such as weekends, Friday afternoons or Monday mornings.

Speaking with reporters
A few don'ts:
• Don't tell a reporter how to cover the story.
• Don't ask to read or see the story before it appears.
• Don't insult "the media" and don't insult their colleagues.
• Don’t call during busy times. Deadline hours are frantic times for reporters.

And some do’s:
• Do your homework. Be prepared to demonstrate why your story is newsworthy.
• Do find out which reporter or editor is most likely to cover your story.

When you call:
• Identify yourself and say why you're calling.
• Always ask, "Do you have a minute?" when calling reporters. If they don't have the time, ask: "When would be a good time to call back?"
• Get to the point. (In less than 30 seconds)
• Reporters are more likely to give in-depth treatment to a story if you offer them an exclusive.
• It helps to send back-up material (media kit) after you have talked.

Visit www.randallpr.com for more information or to get on their party list for invites to restaurant openings and advance notice of wine and food events.