3 Things Media People Won’t Tell You

You want something from them. You want attention. Your news is a big deal to you, right?

Jumping up and down like a spoiled little kid, stomping your feet, and demanding their attention probably isn’t the best way to go — but lots of people do it.

Sending them the friendly email you just sent to all your customers and calling it a press release isn’t your best bet either — but lots of people do that (and worse).

Delivering a slick media kit is very likely a waste of time and money — a couple dozen gathered dust behind my old desk.

Hang on. I’m just getting started.

You might be getting great media coverage on a regular basis, so much so that you take it for granted. You may have been tempted to not even read this. You’re probably ready to stop reading. If I’m poking you, lean in a little closer. I’ve experienced the likes of you — and want you to get more media coverage on a regular basis.

You might be new to this whole press release, public relations, and media relationship bit. Maybe you’re getting ready to send your first press release and aren’t sure where to start. You might be tempted to download a template, do your best, and send it to every media outlet on the planet all at once.

I don’t care where you are on the spectrum, a little perspective will go a long way in making sure you aren’t one of those irritating people that media people mumble about under their breath. You could help them help you.

This post is going to piss off a bunch of people; I don’t care. I’m more interested in those hard-working, mostly well-meaning human beings working in the media having a great day — and producing quality material with ease. Getting this right means they’ll be able to create solid pieces with more ease, and (GASP!) we’ll all notice!

They can’t tell you they really wish they could have taken the time to call you for an in-depth story, but couldn’t because the time they invested in making your so-called press release worthy of their publication or broadcast set them back a notch. They also can’t tell you this already happened to them a bunch of times today.

They can’t tell you they don’t call you when they’re looking for a great story because you sometimes act like a pompous ass, tell them what you want them to cover, and insist they cover your story because you’re a huge advertiser.

I just lost every single huge advertiser with a big ego. That’s cool. If you’re still reading, there’s more room for YOU in your favorite media outlets. Cuz this is how we are gonna do it, baby:

Keep those human beings working in the media in the forefront of your mind. You have no idea what kind of a day they are having so be nice. Be polite. Be generous. Be helpful. Wonder. Ask questions. Don’t practice this thing you call a “pitch” in the mirror at 100x your normal energy before you call. No.

The first thing you want to do is check their deadline. Huh? Yeah, because if they’re up against it, they won’t talk to you. If they just MET it, they probably won’t talk to you. You could be too late or too early. Checking their deadline means you freaking CARE about them and are nice enough to consider what’s happening in their world.

Give some real thought to that initial call; you might not need or want to make it. If you’re thinking about calling, you’d better make sure you know what you’re doing. What’s your intent? Do you want to see whether or not they’re interested?

Taking calls that turn into pitches works for some, but not all media people. What’s worse is a call that’s a veiled pitch. Ew! What works for everybody is a genuine inquiry. If you’re really calling to ask, then ASK. You’ll be more comfortable and so will they.

Timing is important; knowing what they prefer is critical.

If your press release is good, why call? Just send it. Most media outlets have a portal via their website. If you email it directly to a staffer, you may get caught in their wicked spam filter. If you’re new to them, and not using their website, you need to be sure they are interested enough to add your email to their address list.

Are you starting to see why developing a relationship is so important? If you’re a tad unsettled about this, it’s because you aren’t focusing on the people behind the publication, broadcast, post or podcast.

They want to tell you that they are really, really, busy (or completely stressed out). Rare is the blessed one working in the media with a full team, plenty of time, awesome equipment, and supportive management.

Bring it down to the ground. Make a difference where you can, when you can. Help the human in the media help you.