You need a hook
When sharing an idea with a member of the media, you should have a hook that compels them to move forward with doing a story. For starters, it should be timely and local. Additionally, elements of prominence (i.e. surpassing historic records or community leadership) and originality (i.e. oneof-a-kind product or service) can help convince the media to do a story.
Determine who you want to target
Just like your customers, you need to decide which media outlet, reporter, producer or blogger you
want to report on your story.
Practice your pitch
With your hook and target decided upon, now you should practice what you are going to say when
you call the media.
Call in the morning
If you want to speak to the media, the best opportunity is first thing in the morning. This is when
they plan their coverage and by the time the afternoon hits they are too engrossed in their work to
talk to you.
Follow-up
Similar to advertising and other marketing elements, it takes multiple reminders to get the person
you are targeting to take action.
Be persistent
Following up once, twice, even three times probably won’t be enough. If you wait for the reporter to
call you back, you’ll be waiting a very long time.
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