3 Tips for Media Interaction

3 Tips for Media Interaction

Publicity can make, or break any brand; a non profit organization even more so. People love to give to something they read about in the paper, or hear about on the news. But, if you don’t know these 3 rules for media interaction, you will blow your shot … and you might not get another one. Ronn Torossian, CEO of 5W Public Relations, and Founder of the Ronn Torossian Foundation, explains the best way to help you successfully interact with local media.

Follow their protocols…

No matter where you send your press release, that publication, or production will have a submission policy. Follow that policy. Ignore it, and they will likely ignore you. Publications get countless submissions on a daily basis, and they don’t have time to give you any special treatment. Unless, you’ve earned it. Emphasis on earned. How you earn that treatment will be different based on the publication, and the editor involved. Remember, there is a system, but these people are, in fact, people as well.

Craft a proper press release…

There is one right way, and endless wrong ways, to send out a press release. However, that “right” way will differ slightly from publication to publication. Bottom line, though, most people don’t mess up the subtle differences. They mess up the stuff that matters most. If you don’t know how to write a press release that will get read, hire a professional PR agency to do it for you. If you don’t have the budget, contact the editor, and ask how they want things done. Figure out how to make their lives easier, and they will appreciate it.

Be prompt and prepared…

When a reporter, or editor, or producer contacts you, be available, and be prepared. If you are in a meeting, set up a way to communicate that to the reporter, and get back to them in a specific time period. You may have all the time in the world, but the media lives in a world of hard deadlines. If you can’t keep up, they will fill “your” space with something else. When you do speak to a reporter, be prepared to answer the who, what, when, where, and why questions. Know what you are going to say, and NEVER “wing it.”

Following these tips is no guarantee you will get press coverage. But ignoring them virtually guarantees that you won’t.