Today’s Topics

Public Relations Best Practices Media Contacts – locate, introduce,

pitch. Story Ideas (Pitches) Press Releases Interviews

Media Contacts

Goals: Establish relationships with local media

contacts (hint: this is much like member prospecting!) Radio TV Print Web

Provide consistent resources to media. Gain ONE local article, interview or column

per quarter. (Syndication!)

Establish Media Contacts

Identify your local business news outlets: Radio: Is there a local, reputable

broadcast for business topics? Television: Is there a local, reputable

show or news/talk show appropriate for business topics?

Print: Is there a local columnist or reporter who routinely writes business topics?

Web/Blog: Is there a reputable blog or web-news site consistently focusing on business?

Establish Media Contacts

Find a contact method for potential contacts: Via Site or Source: Is their phone or email

listed publicly? Call News Entity: Contact main number to

ask for reporter or column/show desk. LinkedIn: Search for the contact on LinkedIn

and use InMail. (This works!) Other Social Media: Most reporters are on

Twitter and other sites, and might provide that information in their LinkedIn OR the news site!

Cultivate Media Contacts

Once you have the information to contact: Reach out as a resource. Focus on what you can do for the

writer/show/brand, not what you hope they’ll do for you (that’s obvious).

In that first message, ask if you might keep in contact to give them a consistent flow of story/news material.

If they approve/accept, you’re in!

Establish Media Contacts

How to proceed to establish contact: Focus on one at a time: Try one

media contact per month. Try a different contact method each

week of that month: Start with most direct (phone/email), then move on to social media or anything inventive.

Move on: If you haven’t gotten a response by the end of the month, move on to your next contact.

Keep at it, and you’ll find success!

http://www.thealternativeboard.com/explore-board-membership/news

Keep at it, and you’ll find success!

http://www.thealternativeboard.com/explore-board-membership/news

Keep at it, and you’ll find success!

http://www.thealternativeboard.com/explore-board-membership/news

What NOT To Do with Media Contacts

Do NOT pitch every single event or story idea to them.

Do NOT “reach” when trying to tie in a story idea to their writing trend/pipeline.

Do NOT emphasize how their writing about you can help you.

Do NOT use ALL CAPS in your messages.

Story Ideas/Pitches

Use the “best and brightest” for your pitches to media contacts. Is there anything off-the-beaten-path

about your pitch? Is your pitch “out of the box?” Does your story idea line up well with

this writer’s general theme (Entrepreneurs? Marketing? Franchises? Business ownership?)

Press Releases

Title should start off with your business/brand name (“The Alternative Board”).

In the first paragraph, answer the “Who-What-When-Where.” Remaining paragraphs can expound on the “How” and “Why.”

Include links! Drive people to your website. Make your release keyword-rich: “executive

coach” / “business owner” / “board of directors” / etc.

Press Releases

If you have media contacts (relationship or not), forward a link to your press release to them – especially if it’s on a prominent news site’s domain.

TAB provides Press Release Templates on the Facilitator Intranet.

PRNewswire is TAB’s go-to resource, but you can use PRweb or other sites as well.

Interviews

Try to get a list of questions, even general ones, for your preparation.

Memorize and use an easy bullet-list of takeaways you want to emphasize.

Prepare 2-3 real-life examples or stories to discuss in the interview.

Rehearse! Speak slowly. In interviews, you’re very likely

to speak faster than normal, so focus on pace. Focus on what you KNOW. You’re the expert

on this topic… feel confident & comfortable in it.