Play the Numbers Game and Play It Well
The relationships you build with the media are mutually beneficial. The media constantly needs fresh information and they look for people like you to provide it. Expect, but don’t be discouraged by disappointment and rejection. The media sees thousands of press releases and notes every day.
Here’s a few ways you can make the numbers game work for you:
Press releases: the best part about free publicity.
The media wants and expects press releases. Send them hot relevant stories and they’ll love you. They can publish your press release in part or whole. Radio and TV producers are reached through your headline, while print publishers may actually read your press release. Compose lively, one-line headlines that will make them continue reading. Use subheadings or bulleted items to provide snapshot information at a glance.
Media lists: your gateway to the stars.
Media lists are databases containing information about the people and organizations that can help promote you. Start your own media list manually including the names of every person who is even remotely associated with the media. Gather media information from online services (more reliable than print) and keep them up-to-date.
Follow up, follow up, follow up.
Contact your media list — often and consistently. Take initiative by striking early and often. Be a persistent- but in a warm, friendly way. The key is to always follow up and capitalize on any news developments, keeping your name on top.
Media kits: when less is more.
Media kits are ideal as a way to follow a press release. Once you’ve generated some interest have a kit ready to go. Include everything they want to know: your company history, personal biography, a list of suggested questions, articles, brochures, a quality photo, endorsements and testimonials, and even a few giveaways.