Tips for Dealing with Reporters and Editors
It’s long been claimed that any publicity is good publicity. And while there may be some room for argument there, no one would disagree that positive publicity is good, positively. One avenue for making a good impression in the media is to pay for space and produce the message yourself. Paid advertising affords business owners the most complete control over their message. But solar power and all renewable energy issues are enjoying a period of keen interest from media outlets. When properly approached, the news media can provide great publicity for your business, and at no cost for the print space or air time. Getting a story in the local media about your business is particularly achievable in small towns and rural communities where news and features editors are always on the lookout for interesting stories within their communities.
Be Prepared
Be sure to understand exactly what your goals are before going to the local news media with a story idea. For example, one goal may be to get a story about an installation your company did at a local school or business. All kinds of story possibilities exist there, from interviewing school officials and/or business owners about their decision to go solar, to talking to teachers about the opportunity to educate students about the benefits of clean solar power.
It’s important to realize that news editors, reporters and producers are deluged every day with phone calls, emails and press releases requesting coverage. Breaking through this noise requires a clear message that makes sense for the publication or broadcast.
Some Things to Consider
The most important thing to realize before approaching the news media with a story idea may seem obvious at first glance but cannot be overstated: Journalists see their time as extremely valuable. There is a lot of competition to gain space in a newspaper or time on the evening news. Here are a few tips to help your story stand above the clutter:
- Do as much of their job for them as possible.
- You have a much better chance of getting your story to run if, in addition to pitching pertinent story angles, you make it easier to get their job done.
- Supply relevant, easily accessible sources as well as contact numbers.
- Offer to arrange interviews.
- Do the legwork: Provide background information (company facts, relevant employee and owner bios, etc.) a reporter would otherwise have to chase down.
- Provide photos if you have some good ones.
- Be Empathetic.
- Make it clear you understand the demands on their time and convey through your words, attitude and preparedness that you’re not going to waste it.
- Inquire about their deadlines as opposed to stressing your own.
- Don’t demand – ask. It’s a mistake to approach the media with a sense of entitlement, even if you’ve spent advertising dollars with them in the past. Some publications are quite willing to openly offer editorial space to its paid advertisers, but not all. Regardless, as a past or current advertiser, you’ll probably find easier access to decision makers within the organization, but that’s just the beginning.
- Follow up.
- Once again, these people are busy. And because of the nature of the news business, planned stories – especially those with no hard and fast time element – can get bumped for breaking news and end up lost at the bottom of that massive pile on the editor’s desk. Periodic calls to “see if there’s anything else you can help with” can often serve as helpful reminders if handled properly.
- It’s entirely possible that one or more of these reporters may come to see you as a trusted, go-to resource on solar issues. This is a most valuable position to be in. Make it clear you’re available to help them out should they need someone like you, if not as a primary source, then as a knowledgeable industry insider who can point them toward quotable sources or help clarify complicated issues.
