How to Approach a Reporter: The Do’s and Don’ts

 

Many of you can relate to the feeling of hopelessness when trying to get a bit of news out to the mainstream media. We all get publicity here and there, but are there specific actions we should be taking to get a better success rate? We say yes. If you don’t know what the problems are with your press releases, then you are less likely to be successful, as you won’t know how to fix them.

 

So, we will point out the major do’s and don’ts when approaching a reporter.

 

 

DO:

1.   “Know how to write a press release, and simple is okay. I don't have the time to read through 1,000 word emails about what inspired you to create your product (we can get to that later if I write you up - or put it at the end and I can read if I choose to) I need bullet points or to have the facts clearly and briefly stated.” - Candace Sabatini (Freelance Writer)

 

2.   Include as much contact information as possible. “Pitches that catch my attention are simple, to the point and have several contact names and numbers and email - and a web site if relevant or helpful (ie. ALWAYS).” - Becky Blanton (Recently retired reporter, RSB Publishing)

 

3.   Be creative. “I like humor (as long as it's clear that you're being funny) and quirky (as long as you don't cross the line over to weird and unpleasant).” - Edie Jarolim (Freelance Writer)

 

4.   Write the pitch yourself. “[PR is] not hard and it comes across as "more real" if they pitch it themselves. The elements are simple - contact info, name, phone, address, email, website, backup phone or second contact cell phone. There's a reason you pay big bucks for PR - they simply have someone willing to answer the phone 24/7.” –Becky Blanton (Recently retired reporter, RSB Publishing)

 

5.   “Always thank a reporter when they deliver a great story. Everyone remembers a complement.” –Lauren Stone (Senior Broadcast Media Mgr.)

 

DON’T:

1.   “Hound me about placement. Sometimes I request a product for a story and then I either don't like the product (and therefore don't write it up), or there's been an editorial change and a story gets cut.  The worst offense is when a publicist sends a product un-requested, and then emails me asking if I'm planning on writing it up. However, I don't mind a follow up email simply asking if I've received the product.” - Candace Sabatini (Freelance Writer)

 

2.   “…Demand or even expect to talk to a reporter without making an appointment, or considering that there might be more news happening than the fact they have the biggest pumpkin in their neighborhood and want to share that fact with the world - right now.” -Becky Blanton (Recently retired reporter, RSB Publishing)

 

3.   Pitch indiscriminately. “One of my biggest peeves is getting press releases from companies who don't have a clue who I am and what publications I write for. I understand that it's impossible to tailor every press release to a specific group of reporters, but it irritates me to get press releases on the latest change of hotel managers in Dubai when I write about travel in Mexico and the Southwest and for guidebooks or magazines, not newspapers.” - Edie Jarolim (Freelance Writer)

 

4.   Keep calling. “If there is no response from a reporter after a follow up call and email, assume there is not interest. Reporters normally reply within a timely manner if interested.” –Lauren Stone (Senior Broadcast Media Mgr.)

 

5.   “…Tell us about an event until the day before - or even hours before. Many events we'd cover if we knew ahead of time.” - Becky Blanton (Recently retired reporter, RSB Publishing)

 

6.   Be unsure of yourself. “One respondent recently sent me an email that simply said, “I don't know if I'm the type of person you're looking for or not.” And then gave me a link to her website. Really? REALLY? Because if she doesn't know, how would I? Apparently she wanted me browse around her website trying to figure that out for myself. Who has that kind of time?” - Charlene Davis (Freelance Business Writer)

 

7.   “…Pretend to be a reporter’s friend, when you are not. Building a relationship takes time.” – Lauren Stone (Senior Broadcast Media Mgr.)

 

 

Keep these simple tips in mind the next time you go to hit the send button on a e-mail to a reporter. Receiving a bad pitch is almost like being spammed, but it is certainly annoying. Know who you are writing to, reference old articles written by that reporter that you liked, which are also similar in theme to the article you are proposing. Use that as a segue into why you thought they would be interested in your piece of news.

 

Also, the first piece of advice, we have found, is the best: keep it simple. No-one wants to read your whole press release to find out the point of a potential article. Summarize your main points, and then provide your contact information. Let the reporter know that you know their time is important and therefore you wanted to keep the e-mail simple: if they would like more information, you would be happy to provide it.

 

Use these tips next time you have a bit of news to send out, and see what happens.