Speaking to the Press

If you get the hang of speaking to the press and you can establish a few good relationships, their contacts and outreach can be extremely beneficial to the marketing of your organization.

If you've never spoken to the press before ? it can be an intimidating task. Let us be the ones to tell you from experience that reporters are far too busy to help ease your anxiety, or extract the highlights of a story from you, before determining whether or not it's something worth writing about. It's YOUR job to sell your story. If you don't sound like you have faith in your own press release and can't present it in a manner that makes it sound like it's important news, how can you expect a news reporter to view it as such?

So, put your anxiety aside and focus on your story instead of your experience speaking with the press (or lack thereof). Before you make contact with any reporters or media personnel, practice your pitch. Mock interviews can be useful and may help to identify questions before they're asked. Be prepared to answer.

When you're ready to speak to the press be clear, honest, and to the point. Pay attention to your presentation and make eye contact with the reporter to establish credibility and trust.

Also, while it may be difficult ? stay relaxed. Speak with confidence and you'll earn respect. Remember if your story is rejected or not picked up by the press, don't let it get to you. The term "newsworthy" is subjective. What may not be of interest to one reporter could be another reporter's idea of a main feature.

Lastly, reporters are often running on deadlines and don't have much time to listen to your pitch. Always begin a conversation with asking if they have a minute to talk or if there's a better time for you to call. When they're ready to listen, make it quick and concise. They'll appreciate your understanding and will respect your courtesy.

Sherry Schuller is President of ViralCommerce.com and Zabbo Communications. She is the founder of the Conference on Strategic Growth for Businesses and Entrepreneurs, co-author of 222 Ways to Entrepreneurial Success, and has assisted many organizations with strategic planning, branding, marketing, advertising design, training, and application development. She was previously an Internet Specialist for IBM's leading North American distributor, Business Partner Solutions (now Avnet), and an independent consultant for various firms, including PRIMEDIA, Inc., the leading provider of targeted content and integrated marketing solutions in consumer and business-to-business sectors.

---

Publicity Performance Not Enough?

Even after a nice piece in a national publication, or... Read More

Dont Do This to Your News Release!

Hundreds of thousands of News Releases are sent out all... Read More

Building Community Support for Project Permitting, Construction, and Marketing

Redevelopment is replacing new construction throughout the Greater Boston area,... Read More

Two Donts for Financial Planners Seeking Free Publicity

Many of my clients have had the misguided perception that... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Media Training 101: When 60 Minutes Knocks On Your Door

You never know when 60 Minutes will knock on your... Read More

Managers and PR: One Thing Is Clear

As a business, non-profit or association manager, you have a... Read More

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest... Read More

PR: Behavior Modification Specialist

While awaiting economic recovery, business needs to attract the attention... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

The Increasing Power Of Publicity - And How It Can Benefit Your Business

The call came into my office and the voice on... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

How To Create A News Angle

Think of a triangle. On the left, imagine the story... Read More

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers,... Read More

Make Sure Your Media Room Rocks

If a reporter was writing a story about you and... Read More

Dont Put Up With Junk PR

In public relations, "junk" is more about attitude and lack... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Public Relations: Converting the Non-Believers

What's the real reason some managers shy away from public... Read More

Pot Roast and Public Relations (or, How Your Web Site Can Be Your Best P.R. Tool)

Recently I had a craving for... Read More

Submitting A Press Release Can Benefit Your Business

A Press Release is a captive story that can be... Read More

Publicity - Use This System to Track Publicity Progress

Tracking your correspondence with reporters, via phone or email, is... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?

Did you Know That Even TV Remote Control Units... Read More

Turn Your Business? New Year Resolutions in PR Revolutions

As eyes look forward to a new business year, many... Read More

Doubt PRs Clout? Dont!

Done right, it helps modify the behaviors of your most... Read More

Business - How to Build it Using the Media

Have you ever noticed that when someone is interviewed on... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

How To Use PR To Build Your Business

Everyone knows the value of free publicity. And given the... Read More

Make Front Page News By NOT Inviting The Media

Not a single reporter showed up at our news event.... Read More

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More

PR: How Sweet It Is!

The public relations goal and strategy make sense; the message... Read More